Free White Paper: More Profit with Better Match Types
Match Type is the paid search option which has perhaps the highest impact, is the least understood, and is most often under-utilized.
In this white paper, we take a long look at the Match Type option and how and why you should use it to improve your paid search campaigns and results.
MATCH GAME: MATCH TYPES DEFINED
The Match Type option is the primary connector between your keywords and the search queries users actually enter into the search engines. Each keyword has a Match Type associated with it, which deﬁnes how the keyword is connected to search queries (the actual phrase a search types, not necessarily the one you buy). On Google we have these options:
In addition to these Google now offers ‘Automatic Matching’ as we’ve written about previously on the
The theory of these basic Match Type deﬁnitions are easily understandable - but in practice deciding the right Match Type isn’t always easy.
The problem is that each Match Type is a ﬁlter of sorts, letting certain queries through and stopping (or reducing the probability of) your ad from showing for other queries.
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