keyword Matching for PPC

Once the targeted keywords on which you want to bid on is decided, the next step is to decide what targeting match to use. In common sense its how you want the search engines to match them up to user queries.

Basically there are four different keyword matching options. By implementing the appropriate keyword matching options you can get better ROI.

Exact Match or Standard Match:

By applying Exact Match or Standard Match strategy your ad will only be served up when a user searches for the specific word or phrase you are bidding on. Exact match is the most targeted option. Even though you won't receive as many impressions with exact match, you'll likely get the most targeted clicks.

Broad Match:

This keyword match is the default option in a PPC campaign. In this option the ad will appear in search results when any combination of the words in the keyword phrase is used in a search.

Phrase Match:

Phrase match will only show your ad when a search contains your phrase-matched keyword i.e. the search may have additional words before or after your phrase but not in between.

Negative Match:

Negative matching allows you to choose which terms do not specifically apply to the services or products you offer. Your ads will not be displayed for the search terms which you have chosen as a negative term.