Google has paid heed to concerns on its keyword match type feature in AdWords and rolled out new options along with several other features to help its advertisers make the most out of their ppc campaign.
Google has modified its broad match feature and made it more flexible to accommodate a variety of related search phrases. You simply need to add a + sign to your keyword or a + sign in front of selected words in your key phrase. You can also include close variants including plurals and misspellings to expand your reach.
Google has also made an extension of the even rotation time period from 30 days to 90 days, which has provided much needed relief to its agitated advertisers. You can now also make negative keywords work together with the improved broad match features to provide better combinations.
You can try out a new campaign with your current keywords by adding the + sign to specific keywords as well as using the close variants option and studying the search query report to further fine tune your strategy. Creating new ad groups, re-setting CPC levels, and setting suitable bids depending upon conversions will reward your advertising campaign by optimum use of the upgraded match type feature.
Microsoft too has made several changes to its related adCenter tool and you can utilize both these vital tools to widen your keyword net and improve your ppc campaign. The results will vary when you use AdWords and adCenter, but in turn will also help you locate a bigger basket of keywords with improved potential of turning into clicks.
Try out the new keyword match type feature in AdWords and also play with various new settings and options to reveal hidden keywords as well as words with higher probability of providing faster ROI, while improving your reach at the same time.