Month: May 2021

The Evolution of Keywords in Modern PPC – PPC Town Hall 38

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Keywords have always been a cornerstone of PPC advertising, ever since they were the focal point of AdWords.

Their role and the way they work may have changed drastically over the years, but it’s not quite time to ignore them completely.

This week on PPC Town Hall, we’re talking to two experts about how they’ve managed the evolution of keywords throughout their careers. And why your loyalty should be to people, not keywords.

Panelists:

• Frederick Vallaeys, CEO and Co-Founder, Optmyzr
• Kirk Williams, Founder, Zato Marketing
• Sonika Chandra, Paid Search & Data Strategy Manager, Seer Interactive

We’ll be discussing:

• Keep targeting specificity even when Exact Match is no longer exact
• Best uses of Phrase Match now that it’s absorbing Broad Match Modified
• Finding negative keyword ideas when search terms reports are restrictive
• The best structure when using multiple match types

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