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Match types for single word brand campaigns
Im working with a brand and was just wondering what the general consensus is for running brand campaigns on single word brands in terms of match types. My instinct is to use phrase match and exact match….am I missing a trick or would that pick up all the brand traffic?
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3 Replies
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Phrase with an eye on search terms + adding negatives as you go
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Exact match if the brand name does relatively low volume. Good to have both exact and phrase if a semi-high searched brand just to be safe.
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It all depends on the situation. If the brand is Craftsman, then that term as broad match is the largest potential reach for any potential further variations. Now if you only sell Crafstman pressure washers, then MBM or phrase would be the broadest potential relevant reach for that specific brands, specific line of products.
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