In my “Managing Search Terms in a New World of Match Types” session at SMX East, attendees asked about match types, negative keywords, using pivot tables, and Industry Email List more. . Below I answer some of the questions asked during my session. Before the exact changes, we had synonyms as separate keywords. With recent Industry Email List changes, should we just discontinue one or keep both and risk duplication? There are a few considerations to consider with this question. The very first one is simple, but quite important: " Do researchers consider these words to be the same?" "
For example, in my presentation, we looked at car rental and car rental search terms . Google considers these words to be the same and Industry Email List will show them interchangeably. However, researchers interact very differently with these terms. If people interact with the keywords differently, you want to Industry Email List keep them both and place them often in their own ad groups, then use exact negative keywords to ensure the right one is shown to the user. The second question is: " Do you want to treat these words differently?"
We see that Google often treats terms like packages and offers the same way. If you sell car tires and rims, you can group tires together so that Industry Email List someone can order more easily, or group tires and rims into common packages to make shopping easier. In these cases, you may not have a sale on these bundles, you just did it for the convenience of the user. In these cases, you and the user are probably considering the search Industry Email List terms car tire and rim deals and car tire and rim deals like different terms that require different ads and different landing pages.