Keyword Modifiers - Vergelijking (AdWords)

Wanneer precies welke modifiers gebruiken? Zoals wel vaker in het leven: het hangt er vanaf.

Andrew Lolk (2015)

Dit is wat Andrew Lolk in The Proven AdWords Strategy hierover schrijft:

When you first set up your campaign you should use all match types except Broad Match.

That's right—three match types should be added to determine how they perform. Once you
know the performance of each match type, you can then make an informed decision about
which one to keep.

As I mentioned earlier, there are exceptions. If you add keywords, such as the great
adventures of Gilligan 1965, it’s unnecessary to use both Phrase Match and Exact Match.

Use your common sense. If you don’t think there are many searches for that keyword, start
out by just adding it in Broad Match.

If the keyword subsequently extends to strange wordings or more searches than predicted,
then you can put it in a different match type.

As a note, I would recommend that you add all one-worded keywords in Phrase Match and
Exact Match with your first setup.

Two-worded keywords should be added in Broad Match Modifier, Phrase Match, and Exact
Match from the beginning.

Three-worded keywords can be initially added to Broad Match Modifier. I would strongly
advise against the use of Broad Match for your initial campaign set up. You consider using
Broad Match when it’s time to expand your keyword lists.

As you can see in my review of the three match types, each one catches different users;
therefore you should use them all in an effective AdWords campaign.

Gradually, as your campaign gathers statistics, you might find that some of the match types
for a particular keyword are not profitable, but others are.

Note:

If you stop Exact Match, but leave Broad Match/Phrase Match active, the Phrase Match
keyword will be shown for the exact match of that keyword as well. If Exact Match is
not profitable, you must add the Exact Match as a negative keyword. This must be a
negative Exact Match keyword. Read more in the chapter titled Negative Keywords.

Varianten nog steeds relevant (eind 2017)

Onlangs kreeg ik het advies om exact en phrase altijd te vervangen door BMM. Navraag leverde op, dat dat onzin is: Er is nog steeds plek voor de verschillende modifiers.

BMM met 1 term = Phrase

De zoektermen/modifiers

"slinger"

en

+slinger

zijn identiek.