Google Changes How Advertisers Handle Exact and Phrase Keywords in Adwords (PPC)

Google Changes How Advertisers Handle Exact and Phrase Keywords in Adwords (PPC)

Google Ends Exact and Phrase Keyword Match Ability in AdWords; Now Applying Close Variant Keyword Matching Since we’re not all “perfet tpists” it translates that according to Google at least 7% of Google searches contain a misspelling. But, even given that, we don’t all search the same way. We may not all use the same terminology or phrase to find what we want. But, we still want to connect with the businesses, products, and services they’re trying to find. Perfect Matching So whether I’m searching out “Kid’s swimming lessons”, “kids swim lessons” or “kids swimming lesson”, people interested in swimming lessons for their child want to see the most relevant ads there – despite their variations in search queries. That’s why starting in September Google is applying close variant keyword matching, an intuitive way to connect people with the businesses they’re searching for, to all exact and phrase match keywords. To be fair this has always been a feature, but there was an opt out to that feature for those wanting exact matches only. That won’t be the case anymore. Reach More Customers According to Google, “a vast majority of you are already matching to close keyword variations, receiving an average of 7% more exact and phrase match clicks with comparable click-through and conversion rates. In addition to increased keyword coverage, these incremental clicks represent valuable opportunities that are missed by “Low search volume” keywords, common for misspellings and abbreviations.” An example of what this means: Shopify – “We’re passionate about achieving high-efficiency, high impact, and high relevance with our customers. Having our keywords match to close variations allows...

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