Keyword Matching Options
Four types of keyword matching
- Broad – reach the widest audience/ allows other words included in search query, mixed order of words, related words (i.e. car = buy used car, used car = car used, car = vehicle)
- Phrase – triggers ad to appear when your keyword phrase is included in a search query/ can include extra words before and after keyword phrase (i.e. “buy car” = buy car cheap)
- Exact – most precise method of targeting/ triggers ad only when precise phrase is searched (i.e. [buy new car] = buy new car)
- Negative – prevents ad from appearing when irrelevant keywords are present (i.e. ‘buy toy car’ won’t show your ad if you specify toy as negative)
- The default setting for any keyword is broad-matched.
- No punctuation is necessary for broad-matched keywords.
- Quotes are used to specify phrase-match keywords.
- Brackets are used to specify exact-match keywords.
- You can change keyword match types at any time.
Implementing Keyword Matching Options
- Broad-match keywords provide the best possibility for a high number of impressions
- Exact-match keywords will provide less impressions, but a higher rate of conversions
- You can use multiple keyword matching options for different keywords in the same ad group
- Negative keywords can be applied to an entire campaign or to specific ad groups
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