Google 0 – 1 Brainlabs / Sorry Google, we’ve written a script to reverse your ‘Close Variant Matching’ / ad:tech London 2014
Sorry Google, we’ve written a
script to reverse your ‘Close Variant Matching’
Google 0 – 1 BrainlabsYou may have heard that Google are removing exact match at the end of September. They’re telling us that it will give us “control with less complexity” which is really patronising for those sophisticated advertisers who have built systems and workflows around precise match types. It’s just a way of collecting more cash. People are going bonkers about it – there’s even a petition to make Google reverse this decision.
But instead of moaning and waiting for a change that will
never come, we’ve written a script to reverse all this “close variant
matching”. It was actually quite easy in the end – nowhere near as advanced
as our other AdWords scripts!
Why? Well, our feeling is that the changes are unfair and
want to share our expertise with those who don’t have the resource to build
this kind of thing.
If you’ve never run an AdWords script before it’s actually
quite simple – you can read our quick Introduction to AdWords Scripts.
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Blog posts
Keyword research through a prism called culture – a
primer
Oct 09, 2014 10:02
BST
When it comes to keyword research, it’s easy to fall into the
trap of thinking that tools will do the job of brains. Let’s clear that out
from the outset: they won’t. Tools are only as good as their handlers. Give a
spanner to a monkey, it’ll find ingenious ways to use it. Give the same
spanner to a dog and it goes from tool to toy. Use tools wisely.
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