There are lots of changes going on at the minute that indicate keywords are maybe taking a back seat in the PPC landscape.
These reflect innovations on online platforms such as Google and Facebook’s machine learning and automation. We’ve seen this in the relaxing of keyword matches particularly on Google, where updated algorithms have led to improved semantic relationship matching between terms and their intent.
It’s also evident in new campaign types such as PPC Max, where a cross-channel campaign type uses absolutely no keywords at all but instead relies on contextual user signals to know where to serve ads. All an Advertiser has to do is add creative and an objective and Google’s machine learning will do the rest across search, display, shopping, YouTube, Gmail, and Discovery. So it’s clear keywords are perhaps becoming less important and maybe in the future we’ll also see a completely keyword-less landscape. It’s important then, that your team or your agency partner needs to take a progressive and integrated approach to supporting factors such as site optimization, customer data analysis, and AD creative quality.
Is your objective to make more money and grow your business?
Our PPC advertising, Google Ads services and Shopping will get you there – and quickly.
14.04.2023|We asked Door4 Head of Acquisition, Tom Morton, Should I use AI to write content on my website?
06.04.2023|We asked Door4 Performance Strategist, Holly Neal, How do you use customer data to inform conversion rate optimisation?
04.04.2023|We asked Door4 Head of Acquisition, Tom Morton, How do we measure the success of influencer marketing campaigns?
27.11.2019|Not a copywriter but still need to write copy? Whether you love or loathe making pixels into words, here’s valuable insight into how the pros craft good web copy.
24.11.2022|We asked Door4 Paid Media Specialist, Jack Holden - Why aren't my ads appearing at the top of the search results?
14.12.2021|Structure and hierarchy drive the buyer journey from awareness to conversion. The human brain wants a fast experience, or one that feels fast. If the look and feel of your website is getting in their way, they’ll bounce somewhere else to spend their money.
ScrapbookWe have a lot to talk about.
Door4 opinions and insight - exploring performance marketing, communications and optimisation.