Lisa Wilkinson's blog
There is an age-old argument about structuring your account based on the match type of the keywords in each ad group. Should you add all keywords on exact, phrase, and broad (and don’t forget modified broad)? What is the right way to do it? If there are so many ways to structure, how do you choose? These are all questions that, so far, I haven’t seen definitive answers to.
Everyone seems to have an opinion on how to structure an account – do this, don’t do that, add this, follow this best practice, etc. But who is right?Hard evidence seems to be lacking for one view or another, but is adding all these match types ever necessary? If you have a keyword on a broad match type, why do you need phrase and exact? Aren’t you already getting enough traffic? And this is where the problem l... > Read more
Almost every week a client asks me, “What do those plus signs mean?” and I am constantly reminded that even though this match type is fairly common, there are still a lot of people who have no idea it exists.If you haven’t caught on yet, this match type is known in AdWords as the Broad Match Modifier, but it is more commonly and widely known as simply Modified Broad.
People tend to shy away from using this match type because they don’t understand what it means or how it works. It can also be a time-consuming task to add the plus signs to each of those keywords you want to switch, but in the long run, this match type can be a big help to your account.Essentially the idea is that whatever keyword you put the plus sign in front of is a “modifier” to the broad match keyword. You ca... > Read more
A half score and three years ago Google brought forth on this continent, AdWords, conceived in search, and dedicated to the proposition that not all campaigns are created equal.Your campaigns are engaged in a great civil war, testing whether that campaign, or any campaign you conceived and so dedicated, can long endure.
We are met on a great battle-field of that bidding war. We have come to dedicate a portion of that campaign, as a final resting place for those keywords who gave their max CPC so that that campaign might live. It is altogether fitting and proper that we should do this.But, in a larger sense, we cannot dedicate – we cannot consecrate – we cannot hallow – this auction. The brave campaigns, active and paused, who struggled here, have a budget, far above our marketing goa... > Read more