Captains Blog / April 14

Captain’s Blog: Chapter 2

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After one successful blog post I am starting to settle into this nicely.

Today I decided that I would provide a few tips and tricks for paid media, which is an important channel in the majority of campaigns and which always benefits from a little extra attention.

  1. Knowing the difference between EXACT MATCH and BROAD MATCH Keywords.
    • EXACT MATCH – a keyword the consumer is typing in must be an EXACT Match. This allows the most targeted consumer and usually garners the highest conversion but for a narrow audience.
    • BROAD MATCH – allows you to gain the widest audience and allows your ads to be searched whenever a consumer searches any word in your key phrase and in any order
    • Two pointers to bear in mind:  Keep EXACT and BROAD MATCH keywords separate in your search platform so that the machine does not get bogged down switching between types.  This simple step increases performance and efficiency.
    • Use BROAD MATCH modifiers. A BROAD MATCH modifier is noted by a (+) sign and allows you to add increased color and clarity to your phrase, which results in a higher conversion rate.
  2. Test, Analyze, Optimize and Repeat. On a continual and consistent basis, try new things, examine results and build upon what is not working.  These steps not only help you create a better search program but also provide helpful insights for your clients to use.
  3. Start by maximizing Bing. After you have optimized Bing, then use Google for volume.  Google represents 65% of paid search volume and Bing/Yahoo is at 33%.  These ratios have not changed for a couple of years now. Bing tends to have better conversion and is much more efficient.  Consumers on Bing tend to be more on desktop or laptop computers. Google is more mobile-focused and has massive volume.
  4. Use different ad copy for mobile and desktop searches.  It is important to recognize that the consumer is actively engaged in different research depending on the device.  We have seen that desktop searches are usually deeper research pieces. Mobile searches are often on-the-go, so very location based.  Understand how consumers are using their different devices and that should guide the copy written for each. Also, with mobile we need to incorporate location data into the copy.
  5. Landing pages must be relevant to consumer searches.  Deep linking -- directing a consumer to a specific landing page instead of a general page like your homepage -- directly to what is most relevant to the consumer’s search is imperative to gain a good quality score from the engines in how they rank searches according to consumer relevancy.
  6. Start slowly with negative keywords, which are certain keywords or phrases that prevent your ad from showing.
    • Review engine search term reports to see what is working and what is not before you begin to add negative keywords.
    • Do not add too many negative keywords at once.  You need to observe performance over time before adding too many.
    • Distinguish between campaign and ad group negatives.  Set broad terms for products you don’t sell as campaign level negatives.  For example, if you sell Ford vehicles, you need to exclude Ford Modeling Agency.  Ad group level negatives are more specific. If you sell Ford trucks, you might want to exclude Toyota trucks, Chevy trucks.
  7. Make a keyword list to save time.  Doing so helps you better manage your keywords and better manage your search programs.

Mostly, never stop thinking about the consumer experience and make certain everything you do in paid search is to increase the relevancy to the consumer search.

Have fun and be a pirate! #ifrogmarketing, #pirates, #borninadealership.  Also, please don’t hesitate to hit me up with any questions at

Keith Tomatore

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