Day 6: Monday 13 May 2013

I have gone through the keywords for National Arts Fest and changed 5 of 8 keywords from "broad matches" to "phrase matches", namely:

"national arts festival"

"shuttle service" 

"airport transfer"

"shuttle hire"

"travel national arts festival"

According to Google this will ensure that our ads are more relevant. Immediately noticeable is that the quality score of these keywords went up, many of them to 10/10. 

In retrospect, many keywords should be made into phrase matches as this adds specificity and relevance. 

-Sandra