Exact & Phrase Match “Improvement”

Google rolled out a change notice that was difficult to miss. We have discovered over the years that when a change gets good notice, there is a good reason to study it. As we dig into the details we are finding that this could be a very dangerous change. Here is the posting in AdWords: “New! Improvements coming to exact match and phrase match Target your […]

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Making the Phone Ring

Let’s face reality – we judge advertising performance based on the response, not the clicks. CTR and clicks are important to Google, but your Plumbing business is interested in making the phone ring. The right keywords and ad copy is what gets to the click. Without the click, there is no web experience. However, there is a limit to what AdWords can really do with […]

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