Negative Broad Matches Exact Phrase February 6, 2007
Posted by Stray Dog in : Search Engine Marketing, Contextual Advertising, Adwords , trackbackWhat the $&*@??
Just looking at the keywords for one of my AdWords campaigns and recalling that one purpose of Filthy Jack was to provide a forum for Evil Green and myself to sort out the things we were learning. So I thought I’d take this opportunity to write about the matching possibilities that Google will use to trigger the appearance of your ads (or at least my understanding thereof…).
Broad Matches
I like analogies… a lot. And I thought I’d come up with one here. Matches are kind of like aiming to hit a target. How you aim will produce different results. A broad match (broad aim) will place your shot all around the target but not necessarily give you a bullseye. For example a search for Filthy Jack using a broad match would show the ad where Filthy Jack, or Jack Filthy, or Filthy, or Jack is queried. Ads will also show for pluralizations and variations of Filthy Jack (Filthier Jacks, of which I suppose there very well could be). Broad match keywords are entered as just regular text in the Campaign Management area of AdWords: Filthy Jack
Phrase Match
More precise and aiming more for the bullseye in terms of user queries matching your keywords. Your ads only appear when the phrase queried for is matched. Note that the query can contain other terms but it must contain your phrase in the order you have indicated. This means that Filthy Jack would match for the query Filthy Jack as well as a query for Filthy Jack is a cool SEO site. Phrase match keywords are entered with quotation marks around them in the Campaign Management area of AdWords: “Filthy Jack”
Exact Match
The truth and nothing but the truth. Aiming for the dead center of the target each and every time! An exact match means that your ad may appear when the user has entered in a query that contains ONLY the keywords you have indicated and nothing more and nothing less. A query of Filthy Jack would show the ad in this instance but not a query for Filthy Jack site. Your ad may not appear as often with an exact match but the clicks you will receive are much more apt to be looking for your specific product or service. Exact match keywords are entered with square brackets around them in the Campaign Management area of AdWords: [Filthy Jack]
Negative Match
Look the other way, aim and shoot. This prevents your ads from appearing if a users search contains a negative keyword. Although Filthy Jack may sound like it belongs in the realm of adult entertainment we may wish to steer those kinds of queries away. To do so we may set words and terms like porn, xxx and sex as negative matches. Negative match keywords are entered with a minus sign before them in the Campaign Management area of AdWords: -porn
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