Bidding According to Match Type

Bidding According to Match TypeFrom the Market Motive Forum: I recently received the following fantastic question regarding bidding according to match type from a Market Motive student.

“I’ve seen people who split their ad groups into the three match types like this:

  1. Exact
  2. Phrase
  3. Broad

I understand that by taking keywords that perform well and moving them up, then adding them as negative keywords for the previous group, we can ensure that they show for the exact match and not the broad match.

Can we simply not leave the different match types in the same group ‘Marketing Training’ and adjust the bids so that the bid amount for exact match > phrase match > broad match?… Continue reading

Phrase Match vs Broad Match Modifiers: How to Get The Best Results

Phrase Match vs Broad Match Modifiers

If you’re trying to improve your ranking in with Google, it’s important that you understand the differences between broad match modifier vs phrase match. It is helpful to equip yourself with a working understanding of PPC marketing. Understanding the differences will help you refine your SEO approach, and ultimately achieve better search rankings.

Phrase Match vs Broad Match Modifiers: Understanding the Differences

First, let’s clarify what phrase match, broad match and broad modified matches actually are.

Phrase Match

According to… Continue reading

Using Keywords in Search and Display Ads

Using keywords in search and display ads

I recently went through an article where the current modified use of keywords and ad group was mentioned, making me realize the bidding on keywords has now a whole different approach. Considering the fact that owning the keywords on a search engine which further displays your advertisement on a priority basis is the new revolution in marketing. The whole process is not as complex once you learn about it. There are numerous tools that can help you learn PPC, in case you’re just

Does Adding Conversion Tracking to Websites Decrease Quality Scores?

market motive quality scoresFrom the Market Motive Forums: Trying to Determine Why Quality Scores Went Down

Quality scores are critical to an AdWords account as they influence the rank and cost-per-click (CPC) of ads. I recently fielded a great question in our member’s only forum regarding the decrease of quality scores and if this happened due to adding conversion tracking to a website.

A student had an AdGroup with solid overall quality scores of 7+. There was even one term that had a perfect 10 out of 10 score. When conversion tracking was added to the website, there was a dramatic decrease in quality scores on that very same day.

So what’s the deal?… Continue reading

How to push customers over the edge at the end of a buying funnel

endofbuyingcycleblogFrom the Market Motive Forums: Why display benefit copy instead of features copy at the final buying stage of the buying funnel? Aren’t the customers already sold and ready to buy using features as their guide?

People fall off at every stage of the buying funnel.

Someone might want a product/service, but then still doesn’t finish buying it or engaging in the service. It’s common for someone to forget, have something else comes up that distracts the user from their task, or they need a bit more of a push.

At the very end of the buying funnel, it’s a good idea to push a user to finally take action; and people buy products/serves based upon what it’ll do for them.… Continue reading

Should You Buy Your Brand Terms? Probably.

From the Market Motive Forums: Is it a good strategy to spend money for brand terms?

In most cases, it is worth buying your brand terms and company names. A lot of companies test buying their brand vs. not buying it, and then make a decisions based off the revenue delta. Testing is always a good idea!

As a general overview: Here are the top 4 most common reasons companies buy their brand terms. … Continue reading

Too Many Impressions, Not Enough Clicks

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From the Market Motive Forums: How Can I Get More Clicks From The Impressions I Have?

Getting too many impressions and not enough clicks? There are three main ways to increase clicks from your current impressions:

  1. Examine your search queries
  2. Raise your position (increase bids or quality score)
  3. Test ads (increase CTR)

The first step in examining your account is to understand the actual search queries that are showing your ads. If you find irrelevant queries, then you need to add negatives or refine your match types so that you are only showing for relevant queries.… Continue reading