[WEBINAR] Keyword Match Types: Cage Match!
Post on 06-May-2015
821 Views
Preview:
DESCRIPTION
Transcript
#PPCmatchtypestrada.com
Keyword Match Types
CAGE MATCH!
Anna Sawyer, Marketing Manager@annafsawyer
Matt Hessler, Director of Account Management
@fasterstill
trada.com
What are Keyword Match Types?
Keyword match types are ways of entering keywords into your campaign to determine which search terms will allow your ads to appear.
trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer
trada.com
Keyword:a word or phrase that an advertiser adds to an PPC campaign, which he hopes will match a search term entered by a user.
Search term:a word or phrase that a user types into a search engine when they’re looking for something.
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
As an advertiser, you want to add lots of keywords to your account in order to be able to reach as many potential customers as possible... but you want to reach an audience that needs you.
trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Use match types to ensure that your ads show for the right combination of relevance and volume.
trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer
There are 4 keyword match types.
trada.com
modified broad match
exact match
phrase match
broad match
This is the most liberal match type. Ads may be served for any version of your keyword, including extra words and synonyms.
trada.com
broad match
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
If your keyword is wrestling shoes
trada.com
broad match
kids’ wrestling shoes
wrestling mats
used wrestling shoes
shoes for wrestling
ads may appear for the following search terms
Your ad may appear only when a user searches on your exact keyword phrase with the words in that order... but may include additional words.
trada.com
“phrase match”
If your keyword is “wrestling shoes”
trada.com
“phrase match”
kids’ wrestling shoes
Adidas wrestling shoes
used wrestling shoes
where to buy wrestling shoes
ads may appear for the following search terms
Your ad may appear only when a user searches on your exact keyword phrase with the words in that order, with no additional words.
trada.com
[exact match]
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
If your keyword is “wrestling shoes”
trada.com
[exact match]
wrestling shoes
ads may only appear for the search term:
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
But wait! There’s one more match type and it is...
trada.com
But wait! There’s one more match type and it is...
trada.com
The One Match Type to Rule
Them All
Add a plus (+) sign before each word in a keyword phrase that you want to serve ads to only when matched exactly by a search term. The words without a plus sign will work like regular broad match terms.
trada.com
+modified broad match
If your keyword is +wrestling shoes
trada.com
wrestling footwear
wrestling sneakers
ads may appear for the following search terms+modified broad match
Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer
Final thought:
Each match type has a purpose.
None of them are “better” (though we are partial to modified broad
match).
trada.com
Here’s where we take two minutes to tell you that with Trada, you can
have a dedicated team of PPC experts working for you...
... and it doesn’t cost any more than if you were to do search
marketing yourself.
trada.com
Trada has a large, global crowd of certified paid search experts who do online
advertising for you.
trada.com
Multiple experts work on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks
trada.com
and they already know how to use match types!
trada.com
It’s pay-for-performance.
There are NO fees: no startup fees, no management fees.
You can get started right away.
trada.com
For more information or to schedule a demo, email sfox@trada.com
trada.com
@annafsawyer@fasterstill
Time for questions!
top related