Down The Rabbit Hole - Optimizing Programmatic Campaigns
Read on for 8 tips that you can implement when analyzing the performance of your programmatic campaign.
The keywords in your paid search accounts are what drive the entire PPC machine. Without the keywords, your ads have no trigger to populate. If it were as easy as adding all the keywords in the world and walking away, said world would be so simple and perfect! Of course we all know keyword selection is crucial, and in PPC, the match type of those keywords adds another layer of critical detail if you want to have a successful PPC campaign. For this post, we’ll not only review the basics of keyword match types by engine; we’ll also review some tips to remember when managing these match types…because they can get tricky!
First and foremost, you have to understand the different match type options and how they function. I made this little chart to show the similarities and differences between the options available in AdWords and Bing Ads (under each engine, you can see what searches will trigger your keyword under the given match type):
…so that’s it? Again, it’s not as simple as a chart, but those are the basic rules to keep in mind when determining the match types for each of your keywords that you want to bid on. I was going to put one of those “keyword example” columns in, but then I thought to myself, “Nope, too restricting.” So here’s what I’m thinking! You submit a comment below, with the keyword (with correct match type punctuation, nothing for broad match) and the query you’re curious about, then I’ll tell you if that query would populate your ad if you’re bidding on the given keyword match type. Sound good?!
In the meantime, here are a few tips to keep in mind when you’re handling your keyword management (uploads, downloads, bids, and so on) that I’ve picked up along the last couple of years:
Let’s get some more discussion going – what are some of the tips you’ve picked up related to keyword management when it comes to match types? Share them with the PPC Hero team and readers in the comments section below!
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