Match Types Nothing but the keyword Phrase Keyword

Match Types ● ● Nothing but the keyword Phrase ● Keyword appears exactly in search ● ● ● Keywords appear in any order Relevant variations and plurals Expanded keyword matching Can match to words you haven't even placed a bid on! ● ● Exact singular/plural variations Common misspellings Advanced ● Broad ● Standard match type ● Exact ● Yahoo Google ● In a phrase Separated by words In a different order Listings generated by the standard match type appears first, followed by the advanced match type

Why use Match Types ● Yahoo recommends using broader matching on more specific terms. ● Catch long tail keywords with the keyword nearest to it. Avoid matching shorter tail words you didn't intend. Use broad match as keyword generation tool Capture engine queries to infer new keywords. Also useful to decide on negative keywords.

Questions ● ● What is the ordering of mixed results? How much higher is the cost for an advanced match than a standard match? ● Don't expect a correlation here since the cost for the advanced match depends on all the other keywords which match the search. How far with the providers go to match a keyword? See how 'far off' engine queries are from the keywords bid on.

Preliminary Answers: Ordering ● ● We saw a Yahoo example in class for 'bakery philadelphia' On the account level, Google will choose the most restrictive matching term This means that the exact matches should tend be higher simply because they more relevant and thus have a higher quality score. needs data to verify that this is the case.

Preliminary Answers: Matching ● Yahoo's advanced match can match other relevant terms. On Yahoo 'bakery philadelphia' matches ● ● 'wedding cake philadelphia' 'cake philadelphia' Google's exact and phrase will only match searches which contain the keyword. Google introduced the Expanded keyword matching feature to their broad match recently Check engine queries against keywords to see how broad this really is.