Understanding AdWords keyword match types for manufacturers

Dianna Huff on
  • Categories: A-From SEL, Channel: SEM, Column: Paid Search, Google: AdWords
  • In a previous column, I addressed the challenges paid search advertising can present to industrial manufacturers who sell capabilities versus stock products.

    Another challenge is the AdWords help files themselves. As an advertising platform, AdWords is geared more to retailers — when a platform uses common retail products to illustrate keyword strategies, it’s often hard to see how the example relates to keywords for complex manufacturing capabilities.

    For example, under Basic Tips for Building a Keyword List, AdWords uses the example of men’s shoes:

    [Read the full article on Search Engine Land.]


    About The Author

    Dianna Huff
    Dianna Huff, President of Huff Industrial Marketing, Inc., helps small, family-owned industrial manufacturers grow through marketing. Dianna works with OEMs and contract manufacturers across the U.S.