While CVM has certainly not been good for the value of phrase and exact match keywords, the notion that Google has so diluted the meaning of the individual match types that they no longer matter is, in short, just not true. The difference in traffic value between different match types of the same keyword is still significant, and worth launching multiple versions of the same keyword to account for.
The differences in smartphone versus desktop/tablet SERPs, the clumsiness of users’ thumbs, and the large difference in CPCs between devices dictate that advertisers have to approach these spaces differently. Naturally, advertisers might be questioning if there are differences in how shorter queries perform versus longer queries.
One often overlooked feature of Google AdWords campaigns that affects broad matching is that Google determines ad relevancy by the user’s Google Language preferences and not the language of the query entered by the user.
Google announced last night that, starting in September, they will no longer respect the intentions of advertisers to have AdWords exact and phrase match function as they have historically. Instead, both match types will now bring in traffic on close variants by mandate.
The AdWords for video campaign model is currently undergoing a major overhaul. We offer some tips on preparing for the most consequential changes.
We recently had the opportunity to partner with Yahoo! to review performance of our clients on the Yahoo! Bing Network. Suffice it to say, the numbers speak for themselves.
We are happy to announce the release of the latest RKG Digital Marketing Report featuring our analysis of second quarter trends in 2013.
With Thanksgiving and Black Friday just over a week away, there is no time to waste in making sure your paid search program is optimized for the flood of holiday traffic.
Among the scores of data points search marketers have at their disposal, perhaps no other metric is as shrouded by mythology and misconception as ad position.
How closely a PPC keyword matches the search query matters a great deal and we shouldn’t just blithely accept Google’s changes to exact and phrase match behavior.
As of mid-May, the default behavior of Google’s exact match will be…inexact.
In just a few short weeks we will find ourselves engrossed in bidding adjustments, ad copy changes and other time sensitive updates, so now is the time to get a few extra projects checked off your list that will pay off during the holiday frenzy.
After an ad matching change that was not impactful, advertisers looking to grow Bing traffic may want to test their strategy around tail terms.
Bing’s restrictive broad matching appears to be weighing down Search Alliance revenues.
It’s human nature to want to know what everyone else is doing. But don’t burn valuable time and money studying benchmarks.
Search log data investigation to see how often Google is serving brand ads when users search a non-brand string.
Get the most bang for your buck in paid search by focusing on the highest priority issues.
Broad Match Modifiers are active for the US! Wooooo Hooooo!!!!
Broad Match Modifiers: The best thing since sliced bread!
Negative Keywords are essential for any PPC account. However, occasionally they will prevent keywords from being served that you DO want. How do you find cases where this is occurring?
Does broad match + negatives and lots of love and attention yield better results than a fully developed KW list with power tools and smart resource allocation? Not a chance, the opposite is the case.