Zina Kayyali's blog
A little while back, my fellow CS specialist Lisa wrote a great post to guide advertisers towards picking the right match types. In her post, Lisa pointed to the benefits of testing the same keyword with different match types to help determine which match type is the right fit for an advertiser’s account.
Now let’s explore a situation where you might want to actually keep running different match types simultaneously. In the below example, we have set a sample keyword (literally titled Keyword) to Broad Match and Phrase Match. Why would you want to want to keep these two particular keywords running simultaneously?Well, let’s say after testing your keyword at different match types you have decided you really like Broad Match. There could be a whole host of reasons why you’ve decided t... > Read more
When trying to improve Quality Score across the board, it would seem intuitive that eliminating keywords with low Quality Scores would be a step in the right direction. However, blindly deleting all low-quality keywords in your account is not always the best solution. Think about improving Quality Score the way you would think about eliminating a pest infestation.
If you’ve ever had any problem with pest control, you know that killing off your unwelcome visitors is not enough. In order to implement an effective pest control program, you need to identify the variable sources of the problem and find ways to combat/change them. Why are the pests there in the first place? Is it climate-related? Is it material-related? Do they have a readily available food source? Is there a nest somewh... > Read more