{"id":8713,"date":"2022-02-01T22:29:05","date_gmt":"2022-02-01T22:29:05","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/01\/how-marketers-can-adjust-to-redefined-keyword-matching\/"},"modified":"2022-02-01T22:29:05","modified_gmt":"2022-02-01T22:29:05","slug":"how-marketers-can-adjust-to-redefined-keyword-matching","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/01\/how-marketers-can-adjust-to-redefined-keyword-matching\/","title":{"rendered":"How marketers can adjust to redefined keyword matching"},"content":{"rendered":"

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\u201cI think we\u2019ve gotten away from marketing over the years, and a lot of what is happening with match types empowers that,\u201d said Aaron Levy, head of paid search at Tinuiti, in his presentation at SMX Next<\/a>. \u201cThis allows us to grow our campaigns and businesses by looking at a bigger picture instead of looking at the words that people use.\u201d<\/p>\n

According to Levy, keywords are no longer the most relevant piece of paid search campaigns. Rather than remaining the linchpin, they are destined to play a much more tangential role in the future of marketing, especially when it comes to exact match strategies.<\/p>\n

\u201cI know that they\u2019re [keywords] still in Google Ads. I know that they\u2019re still in Bing Ads,\u201d he said. \u201cBut fundamentally they\u2019re gone. There is no longer an area where we\u2019re going to pick the exact word that someone is going to use.\u201d<\/p>\n

\u201cWe\u2019ve been predicting this for years. We\u2019ve expected them to go away,\u201d he added.<\/p>\n

Despite knowing this change was inevitable, marketers may still be scrambling to craft new ways to target customers based on a more broad understanding of queries. Fortunately, Levy laid out a roadmap to help marketers adjust their keyword matching strategies.<\/p>\n

Transitioning to new keyword match types<\/h2>\n

Successful paid search marketing used to be defined largely by precision \u2014 the ability of marketers to exercise control over their campaigns via exact and phrase keyword matching. And while broad match was available, it was never as big of a focus.<\/p>\n

\u201cI used single keyword campaigns,\u201d Levy said. \u201cI wanted to have everything in the same place. I wanted to maximize segmentation. I wanted to control every single solitary thing in every message that every person saw.\u201d<\/p>\n

\u201cTo me, phrase match was a waste of time. It didn\u2019t make any sense to me, so we only used exact and broad match modified keywords,\u201d he added.<\/p>\n

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