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Keyword Matching Options - Mary Kingsley Huffman

Keyword matching types differ by search engine, but they all basically do the same thing: control which keywords trigger an ad to display. Mary Kingsley Huffman of Ionic Media walks you through the differences between the three main match types, when each match type is appropriate to use, and how to implement match types to increase return on investment. Knowing the basics of keyword matching options alone will give you a significant performance boost.

Length: 16 min.

You will learn:

  • What keyword matching is and how it can help you succeed at PPC
  • The three match types and how they differ
  • Three approaches to choosing a match type
  • Why you need to be careful when using broad match
  • Why you should adjust match types before you adjust bids
  • How keyword matching works on the three major search engines
  • Why negative keywords are essential for expanded match types

 

 
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