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Google are well known for their technical innovations and when it comes to pay per click (PPC), their AdWords advertising system is the clear market leader.
However, they’re not perfect and recently seemed to have dropped the ball when it comes to using Broad Match. This is the most common type of matching used when you create an AdWords campaign with the others being Phrase Match and Exact Match.
In very simple terms, Broad Match previously meant that if you entered a keyphrase, e.g. England Football Team, those three words could appear in any order and still display your advert. For example, someone entering the search term, “What is the best football team in England?” could have displayed your ad.
In short, Broad Match has always given most exposures but not always relevant. To combat this, we add a large dose of Negative Keywords.
Now though, Google are developing their algorithms to enable synonym replacement on words. Carrying this example on, it may be that the system thinks ‘English‘ is a good swap for ‘England‘ and ‘teams‘ for ‘team‘ so someone searching for “English football teams” could display your ad. Not too bad? What about “England Rugby Team“?
Although this is a very frivolous example, last week we saw in our own campaign that we had paid for the click “John Lewis Website“. This had come from the broad term Website Marketing Company. Go figure!
The point here is that we’re seeing a lot of totally unrelated searches coming through and if you’re running your own AdWords campaign and have it full of broad terms, you may want to start running regular Search Query reports and scanning a critical eye over the search queries column. Go on, run one today… you may be in for a bit of a surprise!
More AdWords Tips…
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.