If you are tech-geek or simply a smartphone lover, you probably know about the latest IPhone 6s and the Samsung Galaxy S6. Two giant manufacturers, one battle.
On of the latest battle won by the Korean manufacturer Samsung, comes from an orchestral Paid Search strategy handled at Samsung.
Just do it, Google “iPhone 6s” and look at the first PPC result. I say: WELL DONE to the Samsung PPC team!
Is that not beautiful?
What’s the trick behind the cheat? Well, that’s not cheating, that called overpowering creativity.
Technically, let’s explain it.
In PPC you have 4 matching variations of a keyword:
That’s the last one used by the Samsung’s PPC ninjas. The broad modifier match lets you create keywords that reach more people than phrase match and gives you more control than broad match.
To create a broad modifying variation of a keyword, simply put a plus symbol (+) just in front of your keyword. If you have two words, add a plus (+) in front of each one.
Samsung currently bid on the samsung galaxy S6, its latest smartphone. They obviously rely on exact matches, but also broad modifier matches.
For the Samsung Ads to appear for the search query “iPhone 6s”, they must have bid on Samsung Galaxy s6.
But “6s” is not “S6” is it? That’s the power of broad modifier match for you.
“…using modified broad match can greatly reduce the number of keywords you need, because each keyword can match countless word order and spelling variations.”
Samsung must have the broad modifier match it their Adwords arsenal such as Samsung galaxy +s +6
This way any query including 6s or/and S6 will trigger one of their ready ads. Clever.
To finish the job, Samsung deploys this ad’s headline “Awkward You Obviously – Mean S6 – samsung.com”
We just reached the perfection of manipulating keywords playing on search queries to gain sales from your worst rival.
One word: Bravo!