In the life of any PPC account, you come to a point where returns are diminishing and your results … Read More
The other day I was perusing the search terms report for a client I came across a downright terrible match. Behold:
In case you can’t read that, it says that the keyword “Davis County plumber” was triggered by someone who searched “juror duty davis county utah”. I understand how semantics work and I can understand when slipper matches with basketball shoe. They’re both footwear, but juror duty has nothing to do with plumbers.
I was a little miffed and so I tweeted the BingAds Twitter handle (they’re very helpful and responsive BTW).
— BingAdsSupport (@BingAdsSupport) July 8, 2016
Bing Broad Match Too Broad – Use Modifier
As you see, the phrase “Davis County” matched to my keyword regardless of the presence of “plumber”. That means that anyone searching for anything in, around or near Davis County could potentially see and click my ads that are very specifically for a plumber. Not a good user experience.
But as the tweet pointed out, the way to remedy the loose matching is with the addition of a modifier. Just make your keword “+Davis +County +Plumber” and then Bing will only match your ads to queries with those keywords present.
Setting up new campaigns, especially if you’re targeting multiple audiences, has always been a little time-consuming with LinkedIn Ads. However, I noticed a cool new feature in one of my accounts that will be a big help: Audience Templates.
LinkedIn Ads Audience Templates
I did a little digging and this was announced back in May on the LinkedIn Marketing Solutions Blog. However, this was my first run-in with them. Here’s what it looks like:
During new campaign creation you just select the blue “Save as new” link from the bottom, give it a name and description and you’re good to go. The next time you need to target that audience you can just choose it from a list. Very helpful.
The SMB market is huge; for job creation, for economic growth, for innovation, for everything. Companies large and small fight for even a small share of the industry. Look at companies like Basecamp, Infusionsoft, PayPal, GoDaddy, etc. and they’re all targeting the SMB market aggressively which would lead you to believe that SMBs are getting on the bandwagon with websites and online. So you can imagine my surprise when I came across this post on SmallBizTrends.com.
Online Not Important?
- 74% have no ecommerce
- 42% say “the Web really isn’t that important”
- 28% have no website at all
This is bad to worse to terrible. I could honestly see this being part of a future nightmare I have. But wait…this is also an opportunity.
Look for the Silver Lining
If you’re an SMB who does ecommerce on your website, you’re ahead of 3/4 of other SMBs.
If you know the web is important you’re ahead of 2/5 of other SMBs.
If you have a website you’re ahead of 3/10 of other SMBs.
That’s a significant advantage. And for service providers like myself, who help SMBs with their online efforts, this is a huge opportunity. There are 42% of SMBs out there who don’t think the web is important, so they’re surely not advertising online. How can I help them grasp the importance and the value of online advertising? That’s a question I’ll continue to answer. Stay tuned.