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David gillian search strategies

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  • What is the basic functionality of this product?BMM is a new AdWords match feature that lets you create keywords with greater reach than phrase match and more control than broad match. How exactly does it do this?Keywords using the broad match modifier do match when the search contains CLOSE VARIANTS of the words you modify, but donot match synonyms or related searches.We define close variants to include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). This matching characteristic offers the potential for more volume than phrase match keywords.But because synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) are excluded from matching, you get more precise matching control than with broad match - (and, notably, less traffic potential).The phrase match Floors, when using the modifier would allow for floor & flooring
  • Where clients are using few broad match queries is where we see the most opportunity. You should be focusing your attention on these accounts where gains can be achievedthrough growing impression share on high value searches. You can implement by adding BMM keywords with higher bids than existing broad keywords.The key point here is to pitch selectively. Only pitch to those high potential accounts identified on the SRP list and behave reactively  with accounts of low potential for BMM.
  • Here you can see that Air hotel packages actually assisted – it was searched prior to the last click conversion.*Search Funnel is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
  • Here is a list of the reports that will be available for Search Funnel analysis. They are broken into 3 sections:1. Sources Analysis2. Interaction Analysis3. Time AnalysisWe’ll go into detail on each report.*Search Funnel is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
  • *Search Funnel is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
  • *Search Funnel is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
  • Notes for using this slide:
  • Notes for using this slide:
  • The problem: From July to August, things change!
  • Youmight allocate a smaller % to the experimental group depending upon the perceived riskiness of the experiment.Notifications are not yet automatic when experiments start or end, so note the dates on your calendar.Also, you may reach desired levels of statistical significance well before the end of an experiment. It’s also possible that by the end of the scheduled experiment, you will not have reached high levels of statistical significance for specific metrics that you’re comparing between test and control.

David gillian search strategies David gillian search strategies Presentation Transcript