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Advertising on Google: The High Performance Cookbook

You're reading from   Advertising on Google: The High Performance Cookbook Cracking pay-per-click on Google can increase your visitor numbers and profits. Here are over 120 practical recipes to help you set up, optimize and manage your Adwords campaign with step-by-step instructions.

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Product type Paperback
Published in Jun 2013
Publisher
ISBN-13 9781849685849
Length 372 pages
Edition Edition
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Author (1):
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Kristina Cutura Kristina Cutura
Author Profile Icon Kristina Cutura
Kristina Cutura
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Table of Contents (20) Chapters Close

Advertising on Google: The High Performance Cookbook
Credits
About the Author
About the Reviewers
www.PacktPub.com
Preface
1. Researching the Market and Competition and Setting Goals FREE CHAPTER 2. Setting up Your Account 3. Tracking beyond the Click 4. Structuring Your Account 5. Creating Relevant Keywords 6. Writing Compelling Ads 7. Budgets and Bidding 8. Running Display Ads 9. Remarketing to Past Visitors 10. Reporting and Analysis 11. Optimizing Performance 12. Advanced Strategies and Features 13. Managing AdWords Index

Changing broad keywords to broad match modifiers


Broad match modifier may be the right match type for customers who are seeing poor ROI from their broad match keywords. It's also a good option for those who are mainly using phrase and exact match and are not receiving enough traffic, but are wary of using broad match.

Getting ready

As a first step, I recommend running a search term report to see what actual queries your ads are appearing on. In your Keywords tab, go to Details and select All from the SEARCH TERMS drop-down menu. If the report shows a large percentage of irrelevant queries that are triggering your ads, broad match modifier may me the right keyword option for you.

How to do it…

To enter keywords in broad match modifier:

  1. Add + before each word within your keyword string.

  2. Make sure you do not enter in any extra spaces after the + sign; however, do add a space after each word within a keyword phrase.

The following are examples of correctly broad match modified keywords:

  • +buy +halloween...

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