Since they’re still making up their minds, fewer of them will convert, which results in a higher CPA.īut with that match type change, the ability to make that distinction disappeared. The plural form could, for example, attract more visitors that are still looking at a couple of different types of grinders. That might seem like a small difference, but in my experience, the singular and plural forms of a keyword often have a different performance. This is especially handy for things like misspelled words.īut let me show you an example of why most advertisers (including me) weren’t too happy with these changes.įor example, would also show up for espresso grinders, the plural form. One obvious takeaway from these changes is that if one keyword will match with more variations, you don’t need to add that many keywords to your account. *Function words are prepositions (such as “in,” “to,” “for”), conjunctions (such as “and,” “but,” and “or”), and articles (such as “a,” “an,” and “the”). Over the years, Google Ads has started to include a lot of variations of your exact match keywords, what Google calls close variants.īut as you’ll discover, many of these variants aren’t that close: Exact match changeĭifferent word order with the same meaning If you have any questions or need additional help, contact us via the forum.All the above sounds pretty straightforward, Google only shows your ads for the keyword you pick.Īnd because you know the search query your ad is going to show for, you can make sure that your advertisement was super relevant.īut unfortunately, it’s not that simple anymore. Additional best practices are outlined in the announcement. For this reason it is important for advertisers to monitor their accounts and adjust budgets if needed to accommodate additional volume. User queries that previously matched to keywords in one match type may become eligible to match to a phrase or legacy BMM keyword causing the volume to move across keywords.
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