Keywords have been a cornerstone of PPC ever since they were the whole point of AdWords.  Their role and the way they work may have changed drastically over the years, but it's not quite time to ignore them completely. We spoke to three experts about how they've managed the evolution of keywords throughout their careers. And why your loyalty should be to people, not terms.  This panel covers: • Keep targeting specificity even when Exact Match is no longer exact • Best uses of Phrase Match now that it's absorbing Broad Match Modified • Finding negative keyword ideas when search terms reports are restrictive • The best structure when using multiple match types  Our expert guests: • Kirk Williams, ZATO Marketing • Sonika Chandra, Seer Interactive • Sarah Vlietstra, ZATO Marketing  ► Get emails about future Town Halls https://www.optmyzr.com/ppctownhall ► Explore Optmyzr and start 14-day free trial https://www.optmyzr.com #ppc #googleads #sem #optmyzr #adtech #digitalmarketing