A new tool for the AdWords platform promises to become a vital part in the armoury of any UK SEO/PPC Agency.
The broad match modifier feature claims to deliver higher conversion rates and better overall return on investment when using both exact and phrase match keywords. The new targeting feature allows you to “create keywords that have greater reach than phrase match and more control than broad match” says Dan Friedman of the Inside Adwords crew, announcing the feature last week.
In a rare twist on the normal procedure for rolling out SEO and search engine marketing improvements across Google, the UK and Canada are the first regions to be able to access the new targeting feature. Although a closed beta took place in the US, the two Commonwealth countries are the first where all AdWords advertisers will be able to take part in an open beta.
According to Friedman, the initial tests showed that advertisers who mainly relied upon phrase and exact match in keyword targeting found that the new tool increased both campaign clicks and campaign conversions. They reportedly welcomed the “more precise control” of the feature.
Friedman said: “Modified broad match keywords have a traffic potential closer to phrase match than broad match. If you mainly use broad match keywords in your account, switching these keywords to modified broad match will likely to modified broad match will likely lead to a significant decline in your overall click and conversion volumes.”
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