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Expanded phrase match negatives: A script for misspellings…

As paid search specialists, our strength lies in our ability to exert control over our keyword targeting. Every month or so, there are new threats to this control. We must be strong in battling this pay-per-click (PPC) kryptonite. We must build super automation to help save the world from bad PPC!

That is why we at Brainlabs (my company) have created another Google Ads script, this time to help you control the impact of negative keywords. The challenge with negative keywords is getting the balance right. Too little control, and you’ll include budget-draining mismatches. Too much, and you risk losing out on potential customers. To filter traffic for high- and low-value searches, you need just the right touch.

Getting the hang of it takes a bit of trial and error, but using a script to help you along doesn’t hurt. Today, I’m sharing an awesome script that will boost your phrase negative keyword matching by finding the ones you’re failing to catch due to misspellings.

Using negative keywords

We all know that without the right keyword, your ads won’t be triggered when a user enters a search term. Unlike preplanned keywords, search terms are liable to all sorts of inconsistencies.

Advertising platforms like Google Ads offer different ways to match keywords to search terms: broad, broad match modifier, phrase, and exact. Whichever you prefer to work with, you’ll know that planning ahead for human error can be difficult. Luckily, these match types can deal with close variants like misspellings, plurals, broad match, synonyms and related searches.

 

[Read the full article on Search Engine Land.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

Daniel Gilbert is the MD at Brainlabs, the best PPC agency in the world (self-declared). He has started and invested in a number of big data and technology startups since leaving Google in 2010.


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