Matthew Oxley

About Matthew Oxley

How to make the most of Adwords labels

A little used Adwords feature can be an invaluable aid to analysing performance.

When taking over new accounts, one of the features I see used least are the Labels. On the one hand, this is understandable since they don’t actually ‘do’ anything, but this is likely the very reason that such a handy feature is often overlooked.

Breaking down the Adwords match type changes

About a month ago, Adwords announced to us that it was changing the behaviour of exact and phrase match to match close variants, including misspellings, singular/plural forms, stemmings, accents and abbreviations.

The changes, due sometime in mid-May, have been sold as a positive change for users, creating a behaviour similar to that already employed for organic search. Google hopes advertisers too will like the changes, as it will help them avoid missing out on relevant traffic.

The reaction amongst advertisers has been mixed however, with some suggesting that the changes serve only to increase revenue by reducing advertiser control.

Google has offered an opt out in the interface for advertisers who don’t wish to take advantage of the changes.

Our own analysis indicates that this may not have yet taken place (search query reports are usually a couple of days behind), meaning that if you haven’t considered the impact of these changes yet, it could be your last chance.