That leads one to ask Why were huge lists of keywords ever popular? And those that you can easily control are far more efficient to control with tight targeting on the head and the above broad match strategy on the tail. Some parts of search largely run without direct keyword control anymore. So Why do People Still Pitch Huge Keyword Lists? In such a way you could quickly capture most the cream from the longtail while blocking out the worst bits of it (or bidding significantly less for the lowest value portions), while having minimal management overhead. You could then add that term as a negative match -free to block your ads from running against searches containing that term, or you could add it as a negative match to that campaign and then set up a second campaign with lower bids that doesn't block those sorts of modifiers. For example, let's say people wanting "free" rarely convert to paying clients. And then let's say a particular term tends to have little to no value to your business. The above would target thousands of different unique keyword tool related searches (like: downloadable keyword research tools, online keyword software, etc.) without requiring a person to manage thousands of independent terms. For example, if one wanted to cover longtail concepts around "keyword tools" or such one could add something like this: The beauty of modified broad match is it allows you to capture a vast array of longtail terms using just a handful of keywords. Here is an image Google shared when they first publicly unveiled modified broad match. Really broadly matched targeting on broad match keywords guarantees most terms with significant value will have multiple bidders aggressively competing in the ad auction, with Google both carrying ads across from other related keywords and lifting floor ad prices based on the performance of related keywords. And I write this as a person who offers one of the more widely used free keyword list generators.įinding secret uncovered keywords that no other ads are showing against? That ship has largely sailed. Using modified broad match and the desktop Google AdWords Editor makes many "optimization" features in some DIY PPC platforms obsolete. Since Google added modified broad match ad targeting to AdWords, it is typically a far more efficient use of a business owner's time to manage the longtail of search with modified broad match and negative keyword targeting rather than managing thousands and thousands of low traffic terms. Based on the negative remarks directed at Wordstream in comments on this review (about aggressive "flexible" sales techniques, long-term client contracts, etc.) & a discussion with one of our friends who manages a number of large AdWords accounts, we recommend Optimyzr, as Timmcg did below.
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