What Changes Did You Make to Your Campaigns?

The main change I made to the campaigns was adjusting keyword targeting by replacing specific terms like ‘used garage doors’ with broader terms such as just ‘used’ as a broad match, while maintaining the original campaign structure.

Full Explanation

Initially, the campaigns I worked with were set up with a focus on very specific keywords, like ‘used garage doors.’ Instead of using these exact match terms, I made a strategic adjustment by simplifying the keyword targeting. For example, I kept the campaign structure the same but replaced the specific phrase ‘used garage doors’ with a broader term, in this case just ‘used.’

This shift from a more focused, specific keyword to a broader keyword allows the campaign to reach a wider audience. Broad match keywords can capture a variety of search queries related to the general term, increasing the potential reach and possibly discovering new relevant searches that may have been missed before.

Step-by-Step Breakdown

1. Start with existing campaigns: Use the exact campaigns as they were originally set up.
2. Identify specific keywords: Look at the targeted terms, such as ‘used garage doors.’
3. Replace specific keywords with broad match: Change the phrase ‘used garage doors’ to just ‘used,’ applying broad match keyword targeting.
4. Maintain campaign settings: Keep everything else in the campaign the same to isolate the effect of just changing the keyword targeting.

Real Examples

For instance, instead of targeting the phrase used garage doors exactly, the campaign would now target the broad keyword used. This enables the campaign to appear for many related searches that include or relate to the word ‘used,’ potentially widening the reach and discovering additional opportunities that a more specific keyword might overlook.

Common Mistakes

• Changing multiple variables at once: Altering many parts of a campaign makes it difficult to identify what drives results. Here, only the keyword match type was changed to isolate its impact.
• Using broad keywords without monitoring: Broad keywords can result in irrelevant traffic if not monitored carefully, so keeping an eye on performance post-change is crucial.
• Incorrect campaign structure changes: Maintaining the original campaign setup except for the keyword adjustments is important to make effective comparisons.

FAQs

Why change from a specific phrase to a broad keyword?

Using a broad keyword like ‘used’ can expand the campaign’s reach by matching more diverse search queries related to the general term.

Does this mean you removed the original keyword?

Yes, in this adjustment the specific keyword ‘used garage doors’ was replaced with the broader keyword ‘used.’

Is it necessary to change the entire campaign?

No, only the keyword targeting was changed; the rest of the campaign was kept as it is.

Key Takeaways

• Start with your current campaign structure before making changes.
• Adjust keyword targeting carefully; switching from specific to broad keywords can help explore new search opportunities.
• Retain other campaign settings when testing the impact of keyword changes to clearly understand their effect.