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A digital marketing manager has upgraded their keywords to broad match. Which behavior should they build into their regular cadence of optimization to guide machine learning?

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If a digital marketing manager wishes to upgrade their keywords to broad match, which behaviour should they incorporate into their routine optimisation efforts in order to guide machine learning?

  • Dismiss recommendations to add relevant new keywords.
  • Create additional phrase and exact match keywords to improve reach.
  • Add Customer Match lists with data older than 90 days.
  • Remove negative keywords that may block relevant traffic.

The correct answer is: Remove negative keywords that may block relevant traffic.

Explanation: A digital marketing manager who has upgraded to broad match keywords should integrate into their routine cadence the practice of removing negative keywords that may obstruct relevant traffic. Negative keywords can inhibit an otherwise relevant search from triggering an ad. While these can be valuable in reducing unwanted traffic, they should be used cautiously as they can also limit new, potentially relevant searches that haven’t been previously contemplated.

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