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| keywords and match types |
keywords and match types
We’ll take a look at keyword selection when we go through the process of setting up a campaign, but first you need to know a little bit more about the different ways we can define keywords in a PPC campaign.
Each search engine requires the advertiser to enter the keywords for which their advert should appear. This list of keywords determines the search queries for which the adverts could appear.
On www.google.com in the USA there were almost 200 million searches performed each day (comScore), and Google estimates that nearly 50% of all searches are unique (Hursh, 2006). It would be a tough, if not impossible, task to determine all the possible terms potential customers might use to find you. That is why there are different keyword match types for PPC advertising.
Google AdWords using the following match types:
We’ll take a look at keyword selection when we go through the process of setting up a campaign, but first you need to know a little bit more about the different ways we can define keywords in a PPC campaign.
Each search engine requires the advertiser to enter the keywords for which their advert should appear. This list of keywords determines the search queries for which the adverts could appear.
On www.google.com in the USA there were almost 200 million searches performed each day (comScore), and Google estimates that nearly 50% of all searches are unique (Hursh, 2006). It would be a tough, if not impossible, task to determine all the possible terms potential customers might use to find you. That is why there are different keyword match types for PPC advertising.
Google AdWords using the following match types:
Broad
Phrase
Exact
Negative
Broad match means that your advert will appear for the keywords you have entered, as well as search terms which contain your keywords and any other words in any order, as well as some variations of your keywords (misspellings and synonyms).
Say you have chosen the following keywords, and this is set to broad match: tennis shoes Your advert could appear for all of the following searches:
tennis shoes
red tennis shoes
tennis sneaker
history of tennis shoes Phrase match, which is denoted with quotation marks around the keywords (“phrase match”) means that your advert will appear only for search terms which have your keywords in them, in the same order, though other words may also be in the search term.
If you changed the same keywords to phrase match, they would look like:
“tennis shoes”
Your advert would appear for: tennis shoes tennis shoes red
But your advert would not appear for:
smart shoes red
Exact match, denoted by square brackets ([exact match]), means that the advert will only appear for search terms exactly the same as the keywords selected.
Now change the keyword to exact match:
[tennis shoes]
Your advert will appear for searches for: tennis shoes It would not appear for any other searches.
Negative match, denoted by using a dash in front of the keywords (-negative), means that your advert will not appear in searches using that word, no matter what other words are used.
Use the broad match example, and include a negative match: red shoes -tennis Your advert would appear for:
red shoes smart shoes red Your advert would not appear for:
red tennis shoes
Phrase
Exact
Negative
Broad match means that your advert will appear for the keywords you have entered, as well as search terms which contain your keywords and any other words in any order, as well as some variations of your keywords (misspellings and synonyms).
Say you have chosen the following keywords, and this is set to broad match: tennis shoes Your advert could appear for all of the following searches:
tennis shoes
red tennis shoes
tennis sneaker
history of tennis shoes Phrase match, which is denoted with quotation marks around the keywords (“phrase match”) means that your advert will appear only for search terms which have your keywords in them, in the same order, though other words may also be in the search term.
If you changed the same keywords to phrase match, they would look like:
“tennis shoes”
Your advert would appear for: tennis shoes tennis shoes red
But your advert would not appear for:
smart shoes red
Exact match, denoted by square brackets ([exact match]), means that the advert will only appear for search terms exactly the same as the keywords selected.
Now change the keyword to exact match:
[tennis shoes]
Your advert will appear for searches for: tennis shoes It would not appear for any other searches.
Negative match, denoted by using a dash in front of the keywords (-negative), means that your advert will not appear in searches using that word, no matter what other words are used.
Use the broad match example, and include a negative match: red shoes -tennis Your advert would appear for:
red shoes smart shoes red Your advert would not appear for:
red tennis shoes
domain, only one will be shown. Which advert will be shown is based on the bids being
placed and on the quality of the adverts.
placed and on the quality of the adverts.
