“Paid search managers like control, and for years they had access to plenty of it in terms of keeping the search queries that triggered ads tight. Some advertisers chose to forego looser matches altogether by only launching exact match keywords,” explains Andy Taylor of Tinuiti. “But now, essentially all match types can trigger ads for queries that might have once been considered broad matches. As such, the share of traffic that can only be triggered via broad match has declined.”
“There’s still a place for broad and broad match modified keywords to give advertisers a wider net to drag in showing ads for relevant queries which are either low volume or just haven’t been built out as exact match keywords yet. However, much of the traffic that was formerly assigned as broad match now falls under close variants.”
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source http://www.scpie.org/sel-20200323/
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