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RickyRicky is the founder of SaaSwrites. A SaaS founder himself, Ricky found it difficult to grow and market his product after building it. While networking on Twitter with founders, he realized there was a big gap in a platform that can truly help SaaS founders and makers with Marketing. He started SaaSwrites to bring the best marketing and growth resources. Ricky is an expert in SaaS Marketing offering SaaS channel strategy consulting services to SaaS companies. He also writes about SaaS marketing tools that help people with marketing. Ricky is also the founder of a B2B SaaS product - Beejek (a digital receipt platform for retail stores) Say Hi to Ricky @rickywrites on Twitter.
What Keyword Match Type Is Preferred?
Situation #1: Search is Identical to a Keyword Type
- Exact Match
- Phrase Match
- Broad Match
Situation #2: Search is NOT Identical to a Keyword Type
Ad Rank
- Bid amount
- Ad quality
- Competitiveness of auction
- Context of search
- Location
- Device
- Time of day
- Nature of query
- Extensions
- Threshold —>Reserve price
Relevance Signals
- Meaning of the search term
- Meaning of all keywords in an Ad group
- Landing pages within an Ad group
- All keywords in an ad group will be used in an auction.
- Landing pages are scanned for search relevancy.
Eligible Keywords: 1+ Broad Match
- Only relevant keyword(s) from the most relevant ad group will be considered.
- Ad rank will be used to decide which keyword is selected.
Eligible Keywords: 1 Broad + 1 Phrase/Exact
- If exact/phrase match keywords are deemed more relevant = they will be selected.
- If exact/phrase match keywords are deemed similar/less relevant = comes down to ad rank for each keyword.
Best Practices
- Group keywords into relevant themes (Ad groups).
- If using broad match keywords : —> test bidding changes to tCPA if manual.
Written by
Ricky is the founder of SaaSwrites. A SaaS founder himself, Ricky found it difficult to grow and market his product after building it. While networking on Twitter with founders, he realized there was a big gap in a platform that can truly help SaaS founders and makers with Marketing. He started SaaSwrites to bring the best marketing and growth resources. Ricky is an expert in SaaS Marketing offering SaaS channel strategy consulting services to SaaS companies. He also writes about SaaS marketing tools that help people with marketing. Ricky is also the founder of a B2B SaaS product - Beejek (a digital receipt platform for retail stores) Say Hi to Ricky @rickywrites on Twitter.
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