Agency-reported work; source checked on 11 September 2026.
The original task
Croud describes IWG testing broader keyword matching to expand relevant search reach.
Work described by the agency
The source reports match-type combinations, agreed success metrics and a review with Google.
Editorial interpretation: what to apply
Before expansion, write which change is being tested and which decision the result could justify. Protect the comparison from unrelated changes. Increasing spend should follow an explicit interpretation of evidence, with a record of what remains unknown.
Data and applicability limits
The case concerns existing search activity. Its outcomes cannot be generalized to every account, match type or new market.
Before using this example in a brief
- Request the starting conditions and the agency’s precise contribution.
- Ask which materials and process can be demonstrated for your audience.
- Define an acceptance test that does not depend on repeating a headline result.
Source and reading context
The linked publication supports the factual example or technical context. The checklist and commissioning advice are editorial interpretation.
Read the original source