Date Posted: Feb 04, 2026
PPC: adjusting strategy from broad match keywords to exact and phrase match keyword. Based on Google definition of broad match terms we are finding irrelevant searches triggering our keywords. By moving to this strategy, we can get improved click traffic based on search intent, however it comes at a premium. Broad match terms cost significantly less than phrase and exact match terms. Broad match terms may cost in the $30 range, yet exact and phrase match terms can be double or triple the cost. This will lead to few clicks and conversions, but the quality should improve. This will be something we will continue to track.
3. PPC: Refinement of the different assets. To improve relevance, we have also updated most assets (sitelinks, and callouts) to be set at the ad group level rather than the account level since they are now multi vertical.