Important Ad Types: Google Ads assist you to Grow Your Business. Google Ads are used by over 1 million businesses around the world. You set your own budget and you only pay when a visitor clicks the Ad to visit your website. Google Ads is an effective way to promote one’s website.
The important Ad Types to use in Search Campaigns and Display Campaigns are:
Expanded Text Ad
Responsive Search Ad
Responsive Display Ad
Expanded Dynamic Search Ads (Category and Specific Webpages).
If you have your own website or if you are managing the website for a client make sure you move from http to https ASAP. Here are the reasons:
Website not secure. Google Chrome warns users that the site they are about to visit is not secure. If a user about to visit your website gets a warning that your website in not safe then the probability is high that the user will will not visit your site
Ranking boost. Google gives a slight ranking boost should your website be https (this means you will be ranked higher when a user does a search on Google)
Encryption. Encrypting the exchanged data to keep it secure from eavesdroppers. This means that while the user is browsing a website, nobody can “listen” to their conversations, track their activities across multiple pages or steal their information.
Data integrity. Data cannot be modified or corrupted during transfer, intentionally or otherwise, without being detected.
Authentication. Proves that your users communicate with the intended website. It protects against man-in-the-middle attacks and builds user trust, which translates into other business benefits.
Is it difficult? Not all all. You simply have to phone your hosting company and request that your URL be changed from http to https. Once this is done remember to:
update your Google Search Console and Bing Webmaster Tools (for all of you who attended the SEO Training Course)
change the urls on all your Google Ads (should you be running Ad Campaigns on Google Ads).
Google Ads (formerly known as Google AdWords) recently introduced ‘Broad Match Modifier’ that lets you create keywords that are more targeted than broad match, yet have a greater reach than phrase or exact match.
With modified broad match, you put a plus sign (+) in front of one or more words in a broad match keyword. The words that are preceded by a (+) sign must appear in the user’s keyword phrase exactly or as a close variation.
The words that are not following a (+) sign will trigger ads on more significant query variations.
This feature can drive more traffic than phrase or exact match, and attract more qualified traffic than broad match.
What are examples of modified broad match phrases?
Say your broad match phrase was “red purses.” That phrase could prompt ads on relevant query variations like “red bags,” “colorful purses,” “women’s clutches,” etc.
But if your modified broad match was “+red purses,” the word red or some close variant would have to appear in the keyword phrase.
Close variants include misspellings, singular/plural forms, abbreviations and acronyms and stemming.
So the query “redd purses” or “reddish bags,” for example, could trigger your ad.
If you made your modified broad match “red +purses,” the word purse or some close variant would have to appear in the keyword phrase. Examples include “colorful purses,” “colorful purse,” or “women’s purrses.”
Go into your Google Ads account, click on the Keywords tab, and select the keyword phrase you want to edit. Click on the current match type in the Type column and choose modified broad match from the drop-down menu. Add the necessary (+) signs to the keyword phrase.
How do I know if modified broad match is a good idea for my campaign?
If you decide to give it a try, make sure you track how your campaign performance evolves. See, for example, how your clicks, CPCs, conversions, return on investment, and so on change. Google notes in its broad match modifier overview that you can produce a performance report that just details information about modified broad match keywords.
If modified broad match keywords seem to be improving your ROI, then stick with them. If not, stay with broad match, phrase match, or exact match.