Revisiting your keyword research approach is essential to preparing for imminent match type changes. Here are some considerations for a successful keyword research strategy in a close-variant world.
Contributor Megan Taggart recommends regularly auditing paid search accounts to assess the need for segmentation or aggregation which will bring value to your marketing programs.
Contributor Megan Taggart explains how to incorporate a long-term ROI management approach strategy when inheriting, creating or optimizing a paid search account.
Adopting cohort analyses is a powerful means to assess trends, retention and path to purchase. Contributor Megan Taggart explains how to implement the model in your paid search reporting.