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… keyword themes. This allows for specific ad copy that includes each keyword, and as I mentioned previously, a negative strategy across the ad group and campaign level to keep from terms showing in multiple ad groups. The area that continues to be disputed is the use of phrase verse modified broad match. Modified broad works as a limited broad…
A few months ago Bryant Garvin wrote an interesting post arguing how phrase match keywords have negligible use in Google AdWords campaigns, and how exact and modified broad match keywords should instead provide sufficient opportunity for most Google AdWords advertisers to maximise value from their campaigns.