With London being one of the most competitive places in the world to do business, the battle to get ads seen in all the right places, by the right people, is fierce. Refined PPC in London can make a big difference in the success of a modern-day business – and the latest changes by Google will allow advertisers more scope in what they can include in their ads, making for better, more bespoke ad campaigns.
In recent months, Google has loosened its restrictions on close variants, extending same-meaning close variants to phrase match and broad match modifier. Alongside these changes, is the altering of its keyword selection preferences to prevent keywords from competing against each other.So how did we get here, and what effects will these changes have? Let's get into it...