Nate Sandford of Ionic Media explains how to use match types to increase the number of impressions available for your ads, receive more qualified clicks, lower the cost-per-click, and more in the June paid search workshop. Also, not to be missed is an industry update with some recent changes from the three major search engines that could have drastic effects on your campaigns.

Paid Search Workshop: June 2, 2009

Length: 41 min.

You will learn:

• How Google's search query report just got more useful
• The three types of match types and how they differ
• Three approaches to choosing match types
• How to use negative match to eliminate unqualified traffic
• Why you may want to try changing match types before lowering bids
• Why you shouldn't limit yourself to one match type per keyword
• How the match types vary between search engines
• The best method for testing match types
• Why clickthrough rate is not a key PPC metric
• How Google's trademark policy has changed and why it matters for your campaigns

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