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Google’s New Guide to Keywords

Google released a new guide to keywords for AdWords advertiser which includes best practices for keyword targeting in search campaigns.

Matt Lawson, director of performance Ads marketing at Google says,

Do you have the right strategies in place in your account to cultivate all of that potential demand?  Our new guide, Keywords to the Wise, details keyword best practices to take your account to the next level.

  • Do you target the meaning of a user’s search, in addition to the language a user may or may not be using?
  • Are your long tail keywords too long?
  • What opportunities for expansion are you missing out on in your account?
  • How diligent are you with your negative keywords, and do you understand the ways in which their matching behavior differs from positive keywords

Here is the latest best practices Keywords to the Wise which is twelve pages long.

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