Many times, advertisers do not notice that a keyword has a dual meaning - especially if it is already performing very well or is a basic term for many industries. An account’s performance may actually be suffering due to these double meanings because while the keyword may be hitting its goal and providing good volume for the account, it could be performing better. These key words of an account need to be evaluated to help the account be more successful.
Take for example the term “networking”. To someone in the computer science field, it means connecting computers with one another. To someone in the business field, it means making business contacts.
To ensure that you get the most out of the terms when they are in your account, you need to assess how the keyword is perceived in the marketplace, create the appropriate variations, have provoking and relevant creatives, build out negatives, and keep it bidded properly. These are just a few steps to take when working with these types of keywords. At times, they will be harder to implement than others, but with enough analysis and ingenuity, you can improve their performance.
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