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Blog items tagged with "paid-search"

Google PPC Advertising: Are You Using 'Modified Broad Match' Bidding?

Are you using modified broad match keyword bidding in your Google PPC advertising campaigns?

Do you even know what modified broad match means?

If "no" is your answer to any of these questions, then get ready to learn this simple yet game-changing keyword bidding technique.

What's Modified Broad Match & Why Use It?

Never in my experience of being introduced to an existing PPC account that needs optimizing have I seen modified broad match keyword bidding in action. For this reason alone, I am compelled to write about it in this here blog post.

Modified broad match is the middle ground between using exact keyword match and broad match.

Exact phrase match can be too restrictive, especially given that a vast number of search engine users are typing highly-descriptive, long-tail keyword queries.

Broad match is typically far too broad and can result in unwanted impressions and clicks. For instance, Google might trigger your PPC ad targeting red wagon for keyword query like 2011 burgundy subaru wagon for sale.

So what is modified broad match bidding?

Simple.

When implementing your keyword bids, you put a "+" symbol directly in front of the words that must be used in a search query to trigger your ad. Take a look at the image.

I bid on the keyword +acu +jacket (a particular type of camouflage military jacket for U.S. Army personnel) using modified broad match. My ad will trigger if someone searches army acu jacket or acu jacket for sale.

Unlike using exact match [acu jacket] which will only trigger my ad when people search acu jacket and only that two word phrase, modified broad match ensures that I capture related long-tail search queries.

However, it's good to have a blend of exact and modified broad match. This will help you capture desired ad exposure while promoting optimal quality scores.

Be Sure to Do Some Negative Keyword Research

Even with modified broad match keyword bidding, you're bound to get some unwanted expsoure. Using the example from above, my ad will appear for keywords like acu jacket regulations or where to sell my acu jacket. For this reason, I will want to conduct some negative keyword research, and add these unwanted variations in the negative keyword list.

There are couple places you can find negative keywords. I describe this process in this insightful article.

Start experimenting with modified broad match with your PPC campaigns. It's a pretty cool bidding strategy that can really help you make the most of your paid search marketing efforts. If you have any questions, let me know in the comments section below, or shoot me an email at tyler(at)clickcentricseo.com.

This blog post was written by Tyler Tafelsky, lead ecommerce SEO and PPC specialist here at Click Centric SEO. Tyler spearheads PPC advertising campaigns for a number of ecommerce brands and offers over five years of experience in search marketing. To keep in touch, connect with Tyler on Google+.

How to Use Google AdWords "Enhanced Sitelinks" to Bolster Paid Search Performance

The sitelinks extension in Google AdWords is a powerful way to help maximize the real estate of your paid search ads. In essence, the sitelinks extension enables paid search advertisers to display links to certain pages within the website.

During the early stages of testing, Google claimed that ads that included sitelinks experienced an average of 30% greater click-through rates. Additionally, for more broad-based keyword targets, sitelinks can also help facilitate conversions by taking users to a more specific landing page (a big bonus for ecommerce advertisers.)

The advantages of using sitelinks continue to grow. Now, Google will display "enhanced sitelinks" on select keyword searches that are very relevant to the advertiser.

Currently, enhanced sitelinks are automatically generated by Google, so they may vary in appearance. Nonetheless, you'll want to take advantage of sitelinks and try testing this Google AdWords ad extension. Below I show you how to do it.

Setting-Up Sitelinks Extension

Upon creating a new campaign, you'll want to enable the checkbox under the section "Ad extensions" that reads, "Sitelinks: Extend my ads with links to sections of my site."

For existing campaigns, click into the "Ad extensions" tab in the main AdWords interface of the campaign. Next, choose to view the Sitelinks extension, and proceed to set-up a "new extension."

Each sitelink that you implement should have a unique landing page, in addition to having one ad to match each sitelink. In order for the sitelinks to work properly, users must omit the "http" when entering URL's.

Depending on how keyword relevant the query is to the site, ads may display two, four, or six sitelinks. Mobile ads will show a maximum of two sitelinks.

Google suggests keeping the text for each sitelink short and concise to maximize the number of links that can be displayed in each ad.

Last Word on Enhanced Sitelinks

Enhanced sitelinks are in their early stages of adoption amongst advertiser. They will only appear in ads that are directly above the organic search results, otherwise known as the premium placements.

Paid search advertisers can increase the likelihood that their enhanced sitelinks will be displayed by improving their Quality Scores and/or increases their max bid. Stay tuned for more insights and strategies on leveraging sitelinks and other ad extensions in Google.

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