Good morning, deep breaths. 

Sure, you knew better than to get comfortable with the way Google handles match types, but it’s still a jolt to the system when the change actually happens. Yesterday, Google said it will extend same-meaning close variants to phrase match and broad match modifier (can we just call this broadifier?) in the coming weeks. So will you suddenly have multiple match types getting triggered for the same query and competing against each other? Theoretically not. Google said it’s changing its keyword selection preferences to prevent that. 

What’s it all mean? Big picture is Google has been moving in this direction for years. The days of zero-keyword search campaigns have long been predicted as machine learning has taken over and audiences have come into play. In fact, those days are already here with automated campaign types such as Local campaigns, Smart campaigns and App campaigns. 

The reality is tight control is no longer possible. That kind of management was a tenant of being a good PPC manager when so many of us got started. But that’s no longer how these systems are designed to work. We have to change our approach or we’re going to over-optimize our campaigns to a stand still. 

That’s my take, I’d love to hear your thoughts as we continue to report on the changing nature of PPC management. Send me an email at [email protected] or reach me on Twitter (my DMs are also open) @ginnymarvin.

In other ads news, App campaigns are gaining more inventory sources. They now automatically extend to the Discover feed, YouTube search results and in-stream video ads on the mobile Display Network.

SEOs, Bing is looking for feedback on its Webmaster Guidelines as it preps for a refresh. You can provide feedback to Bing web ranking and quality project manager Frédéric Dubut, who’s heading up the effort, on Twitter, Facebook or from the Webmaster Guidelines site itself. Frédéric specifically asked marketers to call out any “shady tactics” Bing should treat more strictly. 

Keep reading for a Pro Tip from Amalia Fowler on making sense of Google’s click share metric and more.

Ginny Marvin

Pro Tip

Here's how the click share metric works in Google Ads

“Click share, a relatively new metric in Google Ads, is the number of clicks you’ve received on the search network divided by the estimated maximum number of clicks that were possible,” explains Amalia Fowler of Snaptech Marketing. “If you have a click share of 68%, you received 68 out of every possible 100 clicks on your ad. This is opposed to impression share which is where your ad showed 68 out of 100 times that it was eligible to show.”

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Why every PPC manager needs to automate more

Sponsored by Adzooma

Marketing automation is an immensely exciting opportunity for those willing to take it. For PPC specifically, it’s a chance to get increasingly clever machines to supplement our work – not replace us.

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Search Shorts

Latent Semantic Indexing (LSI)...

LSI keywords are rubbish. Here is a great tweet from Google’s John Mueller; There’s no such thing as LSI keywords — anyone who’s telling you otherwise is mistaken, sorry.

Duplicate content is fine. Having Google understand you have duplicate pages, especially when it comes to hreflang — is fine and a good thing said John Mueller of Google.

What we're reading

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150k Small Business Website Teardown Part Two: Website Builders, Speed and Google Rank – Fresh Chalk

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Google core algorithm updates 2018-19 – Vertical Leap

How Google’s Nigerian voice accent was created – Quartz Africa

How I Learned to Stop Worrying and Love PPC Automation – PPC Hero

Knowledge is Power: Wikipedia Fact Sheet – Five Blocks

RankRanger Adds Google FAQ/How-To Markup Tracking – Search Engine Roundtable

Upgrade your drive with Android Auto – Google Blog


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