This is part of the PPC TERROR ALERT series that recognizes that PPC managers all share responsibility for effective PPC campaigns, should always be aware of the heightened risk of losing clicks & conversions and what they should do to create winning PPC strategies.
It’s been awhile since the last installation of our PPC Terror Alert series and this week, we’re addressing the issue of matching options. For all the pay per click management agencies out there, this should serve as a great reminder to remember the basics.
If you’ve been managing a PPC account for any length of time, you should be acutely aware of the three major keyword match types: broad, phrase and exact (standard). Each matching options comes with its unique purposes and benefits (see “Google AdWords 101 – Keyword Match Types”). Not getting enough traffic at your bid prices? Eisenberg suggests testing between all match types “to see which brings you the best combination of traffic and converted sales.”
The nature of your campaign(s) will dictate which match type is most appropriate for your pay per click ads. If you don’t feel like you’re getting the most out of your PPC campaigns and aren’t efficient at securing clicks and converting visitors, test the different match types to ensure you’re doing the most you can to effectively optimizing your PPC spend.
Given the fact that knowing and testing with different matching options is pay per click 101, we’re assigning this practice an Elevated risk on the PPC Terror Alert System. While it’s important to test the different matching options, any seasoned PPC expert is well versed in choosing the appropriate match type for any given campaign at the set up of the account. How Exact Match Negative Lists Improve Your AdWords Campaigns to learn how to further optimize your Google AdWords campaigns.
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