Fill in the blank: If you use __________ keywords when building your search ads, minor variations, like plurals, can still trigger the ad.
Anna is a photographer. She’s previously focused on wedding photography, but she now takes requests to photograph other events as well. Customers can contact her through the site’s enquiry page to make requests. They can also look at her gallery and sign up to an email newsletter. Anna wants to track how many people request photography for events that aren’t weddings. Where should she place the conversion tracking code?
Anna has a themed portrait photography studio. She offers competitive prices and reaches and engages with visitors to her site through her online presence. However, not many of them become paying customers.
Anna specialises in portrait photography. She uses her website to reach potential customers and has recently set up an SEM campaign to draw more traffic to her site. She wants to use negative keywords to make sure her ads don’t appear for people who aren’t potential customers.
Anna is a commercial photographer. She’s setting up SEM campaigns to draw more traffic to her site. She needs to make sure her ads are relevant, and she’s doing this by creating ad groups for each type of product.
