AdWords Cross-Matching – Why Your Ads Aren’t Being Triggered By The Queries You Think

There are a few techniques that separate average AdWords accounts from great ones. This is one of them.

Most people don’t realise their ad groups are “leaky”. I call this “cross-matching”. It occurs when a search query can match to many possible ad groups. Most accounts I see have a cross-matching bottleneck.

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“Other search terms” – Sourcing negative keywords beyond search term reports

This is the first in a series of posts on next-level PPC account management. AdWords is a competition, and to win the game, you need to be better than everyone you are competing against. This series of posts focuses on the techniques and methods that I have learned and developed over 10 years to achieve next-level results.

You already know that negative keywords are just as important, if not more so, than positive keywords. But I’ve noticed that most people take the same approach when adding negative keywords to an account – to run a search term report and look for low query search queries that have triggered unwanted clicks.

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