Google Introduces the New Broad Match Modifier

Starting today, Google is rolling out the Broad Match Modifier to all US AdWords accounts. Back in May, the Google AdWords blog announced a new targeting feature called "the broad match modifier".  This new type of keyword allows advertisers to have greater reach than phrase match, but more control than regular broad match. Rather than try to explain what Google has already expertly summarized, I'll quote the AdWords blog:

"To implement the modifier, just put a plus symbol (+) directly in front of one or more words in a broad match keyword. Each word preceded by a + has to appear in your potential customer's search exactly or as a close variant. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants."

To further explain things, Google provides a great graphic depicting the relationship between all of their keyword match types:

At WenzelPPC, we are excited to begin testing this with our clients.  Stay tuned for updates on how we are improving our accounts using the new modifier and I promise to update you with any tips and tricks I discover while working with advanced keyword targeting techniques.

You can read more official Google documents about the Broad Match Modifier on the AdWords Blog here, and in the AdWords Help section here.

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Christian Wenzel

Search Engine Marketing is a passion. I'm always staying one step ahead in the ever-evolving Search Engine Marketing industry. Whether reading industry blogs, testing advanced pay-per-click strategies or brainstorming with colleagues, I'm constantly searching for the next tool, platform or idea that strives to change they way people search, shop and connect online.

Google Announces "Google Places"

By now it is apparent that 2010 is going to be remembered as the year that Local Search took over the Internet. More than ever, customers are using their mobile phones to locate nearby businesses, share their location with their friends, and post reviews of their favorite local businesses. Last week Google announced 5 great new features that will allow small businesses to increase their local reach on both Google.com and the mobile web. The offering is being called "Google Places" and the services are listed on the Official Google Blog as follows:

  • Service areas: If you travel to serve customers, you can now show which geographic areas you serve. And if you run a business without a storefront or office location, you can now make your address private.
  • A new, simple way to advertise: For just $25 per month, businesses in select cities can make their listings stand out on Google.com and Google Maps with Tags. As of today, we’re rolling out Tags to three new cities — Austin, Atlanta and Washington, D.C. — in addition to ongoing availability in Houston and San Jose, CA. In the coming weeks we'll also be introducing Tags in Chicago, San Diego, Seattle, Boulder and San Francisco.
  • Business photo shoots: In addition to uploading their own photos, businesses in select cities can now request a free photo shoot of the interior of their business which we'll use to supplement existing photos of businesses on Place Pages. We've been experimenting with this over the past few months, and now have created a site for businesses to learn more and express their interest in participating.
  • Customized QR codes: From the dashboard page of Google Places, businesses in the U.S. can download a QR code that’s unique to their business, directly from their dashboard page. QR codes can be placed on business cards or other marketing materials, and customers can scan them with certain smartphones to be taken directly to the mobile version of the Place Page for that business.
  • Favorite Places: We're doing a second round of our Favorite Places program, and are mailing window decals to 50,000 businesses around the U.S. These decals include a QR code that can be scanned with a smartphone to directly view the mobile Place Page for the business to learn more about their great offerings.

This is the perfect time to get your business online so don't hesitate to take advantage of these latest offerings from Google.  If you're interested in getting set up on "Google Places" and you aren't sure how to begin, I'd be happy to help you get the ball rolling.  Just leave a comment below or fill out the form on the contact us page.

Don't get left behind!  Embrace the latest technology and your customers will find you however they chose to search.

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Christian Wenzel

Search Engine Marketing is a passion. I'm always staying one step ahead in the ever-evolving Search Engine Marketing industry. Whether reading industry blogs, testing advanced pay-per-click strategies or brainstorming with colleagues, I'm constantly searching for the next tool, platform or idea that strives to change they way people search, shop and connect online.