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Keep It Simple Stupid - the KISS of PPC

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Miércoles, 01 Marzo 2017
en Google

kissA couple of weeks ago I sent out a simple tweet about how I had stopped using phrase match in my PPC campaigns. Which is strange, because my campaigns were almost exclusively built on ranks of phrase match keywords covering a multitude of search queries relevant to my clients' products or services. A few people asked me why... the reason is the launch of broad match modified keywords.

I hated broad match - it just seemed like leaving your car parked with the door open, the engine running and the keys in the ignition. Hey, Google - over here! Come spend whatever you like! And, oftentimes, advertisers were surprised by just how quickly a budget could be depleted. Ta-Daaaaa! No you see me now you don't!

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Keywords, Match Types and Champions

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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en Miércoles, 15 Abril 2015
en Google

adwords keyword championMost people understand the auction concept that underlies Google AdWords. It's a little more complex than a simple auction, the Quality Score of your keyword determines the ad rank and that either boosts the real value of your dollar bid, or reduces it.

But it's an auction nonetheless.

What many people fail to realise is that before your keyword is even entered into the auction another selection process has already taken place.

Since, for most advertisers, there are any number of keywords within their account that could match a particular search query, Google will decide which has the higher ad rank and, therefore, is the one which should become your account's Champion in the battle for results page dominance.

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What's Wrong with Exact Match?

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Martes, 19 Agosto 2014
en Google

I've been quite happy over the past few months. I discovered that I could get most of the traffic I wanted with a minimal amount of fuss using Google's new Broad Match Modified (BMM) match type. I felt like Baby Bear from Goldilocks - BMM isn't too loose, nor is it too restrictive. It's just right!

And like a happy bear, I was gradually replacing most of my phrase match keywords with their BMM counterparts.

I had never really used broad match - that was like putting all my money on the desk and telling Google to just take what it wanted. So I ended up with basically two types of campaign. Those using BMM and those using exact match. I like exact match... not quite as much as I like BMM - but for different reasons - It's badass.

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