A search query (the words a user types into a search engine) does not always exactly match a keyword (the words an advertiser puts into their paid search account). Keywords and match types can vary because search engines are sophisticated, and when determining whether to show an ad, search engines use something called match types to determine whether a search query is similar enough to a keyword. Some match types are broad, and they allow broadly associated words to trigger an ad. Other match types are very calculated, and the keywords and search queries must match almost exactly in order to trigger an ad. Follow Brad in this video to see which match types work for your particular advertising strategy. Make sure to choose match types carefully so your ads are shown to the users that are most likely to see and buy your products or services.
Length: 27 min.
You will learn to:
Describe exact match, phrase match, modified broad match, and broad match
Explain how match types play a major role in triggering ads to be displayed
Organize match types for effective budgeting
Evaluate whether a match type is appropriate for a specific situation