Since the update affects both Phrase Match and BMM, Google says it will primarily shift traffic from one keyword type to another. You will, however, have to add broad match keywords as a 'keyword group' in your campaigns and therefore no longer as BMM. Concretely, this means that you indicate keyword groups with quotation marks when you add them to your campaign: In this way you are prepared for the future. This certainly applies to advertisers who do not actually use Phrase Match yet.
In addition, it is good to closely monitor the differences in traffic at keyword level and of course to keep a close eye on updates from Google. How are you preparing for this update? Drop it below in the comments! Advertising on YouTube is still a bit of a far-from-your-bed show for many advertisers. Many people think that it takes a lot of budget to run job function email list successful campaigns. Or they prefer performance campaigns via Google Search. But video advertising can also be used on a small scale and YouTube campaigns are extremely suitable to supplement performance campaigns. In this article I will explain all the possibilities within YouTube and I will share some best practices with you. Overall strategy is the building block of a successful campaign A successful YouTube campaign does not stand alone.
It is usually part of the total marketing mix. It is important to have the customer journey clear before you start deploying a campaign. Make sure there are no gaps between your different targeting audiences . Google's SEE/THINK/DO/CARE model is a useful tool to better understand this . The different phases represent the different moments in the customer journey: In the SEE phase you focus on people who do not yet know about your brand/product/service. A step lower in the funnel you focus on orienting traffic ( THINK phase ).