Traditional management of keyword match types within Adwords has changed dramatically as the years have passed, in particular as Google seems to have expanded it’s definition of how broad “broad match” really is.
While the profit volume one can achieve using broad match is tremendous, the risk is of equal proportion if it’s not managed correctly.
Most recently, the RocketClicks.com team (at the suggestion of Jered, who you’ll hear interviewed here) has innovated a broad match management technique which gives you the ability to more specifically manage this risk.
I have to admit, as common-sense and obvious as this one was, I didn’t think of it myself and heard no one else talking about it.
Enjoy this short but powerful interview 🙂