michael knight

  • When You Need The Right Negatives Use Phrase Match

    Last month, I gave my point of view on phrase match and when to use in segmented campaigns when the value of the word order matters. This method is especially true for brand and even many non-brand terms. As another example, the term “affordable marketing” as a modified broad match keyword (+affordable +marketing) is going to have a search terms report that looks a lot differ ...

    PPC Hero- 1 readers -
  • When You Need To Have The Right Words Use Phrase Match

    October 27, 2016 In early 2014, I wrote a post at a previous agency that outlined the proper way of breaking out match types that I had started to implement with some fellow colleagues once enhanced campaigns came out the prior year. After the initial creation of these campaign types, I continued to optimize and create a larger strategy around match type segmentation includi ...

    PPC Hero- 10 readers -
  • How To Improve AdWords Remarketing Performance With Advanced Strategies

    September 28, 2016 Last month, I discussed how to advance your Display strategies with layered targeting, so I thought I would continue the series with how to improve remarketing performance through advanced strategies and layering. Remarketing has been a typical paid advertising strategy for a long time, but over the years, has been reshaped by new ad types, analytics int ...

    PPC Heroin Paid Search How To's- 10 readers -
  • 5 Ways To Improve Display Network Performance By Using Layered Targeting

    August 29, 2016 Display campaigns can be difficult when it comes to targeting the right audience. In fact, many campaigns end up utilizing a single main targeting type such as: Keywords Topics Interests/behavior through affinity or in-market segments Managed placements These are all great strategies, but can still leave the targeting broader than we would prefer.

    PPC Heroin Paid Search- 12 readers -
  • 3 Ways to Combat the New Laws of Close Variants

    The world of PPC is ever-changing, and the newest rules make it that much harder to be an effective advertiser. In this post, we will go over three ways to combat the new laws of close variants that are taking over PPC keywords. Background Google and Bing have allowed the use of close variants since early 2014.

    Search Engine Journalin Paid Search Twitter- 5 readers -