Recently I have been hearing more about Beta/Alpha account builds or campaigns built around match type. For this article I want to take a look at what the touted benefits of such a build are and any pitfalls I see. To Begin Firstly, what’s the point of such a build? Essentially it is designed to be a water tight build that will only allow Google to charge you for the exact match keywords that are profitable to you (and therefore decrease Google’s profit margins). Continue Reading