Search engines have made some major changes recently, with regard to several things. These include match types, new campaign types, and RSA’s. One thing that has changed with regard to campaign organization, is a reduction in the use of hyper-targeting. Whereas single word campaigns used to be the norm, that has now moved into the use of input optimization that has become more performance driven. Understanding user intent has also become important in terms of campaign strcture.
Key Takeaways:
- Search engines have made major changes recently, including match types, new campaign types, and RSA’s.
- The current thinking when it comes to campaign organization, is the hyper targeting that had been so popular, isn’t needed anymore.
- Search intent is currently seen as the most important feature when thinking about campaign structure.
“Levy said he used to use single keyword campaigns segmented by audience. Now, they’re focused more on input optimization that’s more performance driven. Giving the right signals to the machine is key.”
Read more: https://searchengineland.com/revisiting-campaign-organization-smx-advanced-386403
