I was forwarded a unique memo from VW Marketing yesterday that I thought I would share and open for discussion (it wasn't marked confidential, so I feel ok sharing it).
http://press1totalk.com/uploads/VW_SEM__KMayer070512.pdf
It makes reference to “near exact and near phrase variants” that Google started a few months back. I have always struggled with this option for campaigns. And, have felt (gut feeling) that it does negatively affect the campaigns. But, have never had the broad data that VW would have access to to support my thinking.
I am a way analogical guy, and when data says - it is so. My gut feeling has been validated.
So, what are your thoughts and ideas? Do you, or your agency, use this option on your keyword campaigns? What are your results?
http://press1totalk.com/uploads/VW_SEM__KMayer070512.pdf
It makes reference to “near exact and near phrase variants” that Google started a few months back. I have always struggled with this option for campaigns. And, have felt (gut feeling) that it does negatively affect the campaigns. But, have never had the broad data that VW would have access to to support my thinking.
I am a way analogical guy, and when data says - it is so. My gut feeling has been validated.
So, what are your thoughts and ideas? Do you, or your agency, use this option on your keyword campaigns? What are your results?