Why keywords are not always the answer
Marketing Strategy
Why keywords are not always the answer
I’d love to tell you that every PPC account runs smoothly all the time, meeting KPIs and performing at peak level. That’s simply not true. Even the strongest accounts will have moments where they stagnate, results drop or KPIs aren’t met. This can often occur at times when pressures on the marketing team are high, with entire focus on results. In these moments, it’s common to look to keywords as being the answer. But when we do, there’s so many more factors to consider. Volume of keywords, match types, negatives, cost of keywords, bidding strategy and quality score all play a role in how your ads are served for the keywords in your account. Simply adding more keywords or taking away others won’t necessarily fix the problem. Not to say keyword strategy can’t be part of the solution but to see keywords as the entire answer is oversimplifying the way…
03 October 2018