When it comes to online marketing via SEM, everyone needs to be very familiar with the different types of keyword matches out there. Understanding how each type of keyword match can be used to better identify your target audience is critical in ensuring that you do not present your ads to the wrong people who click on your ads and waste your money. Savvy online marketing consultants will tell you that “broad match” is a failing proposition for most SEM engagements. With the new “improvements” Google made to include synonyms as part of those results, while Google is able to present your ads to a larger audience, you get more crappy clicks that waste your money. In general below are the match types:
- Broad Match – (Free keywords without any restrictions e.g.: mp3 player )
- Your ads appear in everything searched under the sun that is remotely related to your terms
- Broad Match Modifier – (keywords with a positive sign in-front of them e.g.: +mp3 +player)
- Your ads appear for searches that contain the word Mp3 and Player only.
- Your ads do not appear for searches like Music Player
- Phrase Match – (keywords within quotes e.g.: “mp3 player”)
- Your ads appear on any search terms with the words “mp3 player” mentioned it it
- Exact Match – (Keywords appear within square brackets e.g.[mp3 player])
- Your ads appear only when the exact phrase you are marketing to appears.
- Negative Keywords – (These are the keywords you don’t want to market to: eg: -repair)
- Your ads for “mp3 player” will only appear for searches without the word repair in them.
SEM is not more an armatures game, we highly recommend SEM managers to roll out their campaigns slowly adjusting their strategy as they go. Of course you need to start of with a master gameplan architected for your specific needs.
More information on the different keyword types in SEM can be found at:
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