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Michael Shore
Works at Bruce Clay, Inc.
Attended California State University, Northridge
Lives in Los Angeles, CA, United States
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Michael Shore

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Very interesting AdWords change coming down the pipeline!
 
Google AdWords Changes Keyword Matching Functionality

Changing how search advertisers think of "exact match" Google today announced variant matching on exact and phrase match keywords. Starting in late September, Google will consider serving an ad for queries where keywords are close variants of an advertiser's keywords.

Our SEM Manager +Michael Shore provided this screenshot comparing the performance of exact match keywords vs. close variant queries. Note the lower conversion rate and higher CPA on close variant queries.

Google recommends "adding negative keywords -- including close variants you don't want to match for -- to shape traffic and reduce cost." For our own #PPC  clients, Michael and team will be adjusting negative keyword selections to ensure a tighter match among close variants.

Google's announcement on the #AdWords  blog: http://adwords.blogspot.com/2014/08/close-variant-matching-for-all-exact.html
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Have him in circles
32 people
Nick Miller's profile photo
Virginia Nussey's profile photo
Anne Bowman's profile photo
Paula Allen's profile photo
PPC For Small Business's profile photo
John Schoofs's profile photo
Kristi Kellogg's profile photo
Tiago Puel's profile photo
Bryan Connally's profile photo
Education
  • California State University, Northridge
    Business Marketing, 2005 - 2009
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Digital Marketer
Employment
  • Bruce Clay, Inc.
    SEM Manager, 2013 - present
    SEM Manager
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Los Angeles, CA, United States
Previously
Boulder, CO, United States
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