Managing Search Terms in a New Match-Type World

Google changed how exact match worked and not too long ago they changed phrase and modified broad match. These changes have caused some accounts to have a lot of issues and search marketers need to revisit their strategies to manage their search terms, duplicate queries and negative keywords to ensure they are receiving converting traffic. In this session, we'll look at the changes (the good and the bad), how to diagnose issues (Levenshtein distance, YoY or MoM query analysis etc..), analysis and workflow necessary to maintain control and conversions throughout the match type changes.