Guruguide- PPC

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Guruguide- PPC

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  2. 2. ! ! ! ! ! ! ! ! ! ! ! ! ! 2009 CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING ! -62789:6;!2@!9=!.=62=;!@.6H52.=!5495!G98;@!@;9174!9BA;152@2=3!#2G/6;<! "=@59=5! 9=B! C1.E259:6;>! -62789:6;I@! 2GG;B295;! 9752A952.=! 9=B! 2=5H252A;! H@;1!;J/;12;=7;!G98;!25!;9@0!E.1!G918;5;1@!5.!G9=93;!/;1E.1G9=7;! 971.@@!966!G9K.1!9B!=;5L.18@<!2=76HB2=3!M..36;<!N94..!9=B!O271.@.E5>! -62789:6;I@!/.L;1EH6!1;7.GG;=B952.=@!9=B!1;/.152=3!G98;!G918;5;1@! G.1;!;EE272;=5<!;EE;752A;!9=B!7.=E2B;=5!P!;A;=!95!54;!A;10!E21@5!6.32=>! -62789:6;I@! F75Q=32=;"! 975H9660! 6;91=@! G918;5;1@I! /1;E;1;=7;@! 9=B! ;=E.17;@! :;@5! /197527;@! 5.! G9J2G2R;! 1;5H1=>! -62789:6;! 96L90@! 62@5;=@! 9=B!7.=@59=560!2G/1.A;@>!S495I@!L40!7H@5.G;1@!.E5;=!@90T!U-62789:6;!2@! 628;!49A2=3!9!51H@5;B!9BA2@.1!96L90@!:0!0.H1!@2B;!;=@H12=3!@H77;@@>V!! ! ! ! ! "#$%!&'(!)!**'!)()+)!,! -./012345!!!-62789:6;<!"=7><!?))&!966!12345@!1;@;1A;B>!C12=5;B!2=!54;!D=25;B!#595;@!.E!FG;1279
  3. 3. ! THE CLICKABLE GURUS ! ANDREW BERNERO 2@! 9=! ;J/;12;=7;B! .=62=;! G918;5;1! L4.! 2@! A;1@;B! 2=! G9=932=3! /92B! @;9174! 79G/923=@! 9@! L;66! 9@! ./52G2R2=3! L;:@25;@! E.1! .139=27! @;9174>! W;! 49@! G9=93;B! GH652XG2662.=! B.6691! @;9174!79G/923=@!E.1!Y.15H=;!*))!7.G/9=2;@!9=B!49@!:;;=!71;952=3! @;9174!97ZH2@252.=!/1.319G@!/1.E;@@2.=9660!@2=7;!?))[>!F=B1;L!49@!9! $>F>!E1.G!%.154;9@5;1=!"662=.2@!D=2A;1@250!L254!9!G9K.1!2=!/@074.6.30>! ! EHREN REILLY!49@!L.18;B!L254!9!B2A;1@;!@;5!.E!762;=5@>!H12=3!42@! 5;=H1;! 95! @;9174XG918;52=3! 93;=70! -95960@5! #;9174! O918;52=3<! 4;! G9=93;B!@;9174!977.H=5@!E.1!@;A;196!Y.15H=;!*))!7.G/9=2;@>!F@!9=! 2=X4.H@;!21;75.1!.E!@;9174!G918;52=3!E.1!9=!9EE26295;!G918;52=3!9=B! 6;9B! 3;=;1952.=! @5915H/<! 4;! G9=93;B! 9=B! 5192=;B! 9! 5;9G! .E! KH=2.1! @;9174!G918;5;1@>!!W;!2@!96@.!9!M..36;!FB].1B@!-;152E2;B!2=B2A2BH96<! L4.! 49@! G9=93;B! B.R;=@! .E! 79G/923=@! E.1! @G966X:H@2=;@@! 762;=5@>!! Q41;=!4.6B@!9!$>F>!2=!^2=3H2@527@!E1.G!-916;5.=!-.66;3;<!9=B!9!O>F!2=! -.3=252A;!#72;=7;!E1.G!_.4=@!W./82=@!D=2A;1@250>!C12.1!5.!42@!@;9174X G918;52=3! 791;;1<! Q41;=! /H:62@4;B! @;A;196! @72;=52E27! /9/;1@! .=! 4.L! /;./6;!1;9B!9=B!/1.7;@@!69=3H93;>! ! HANNY HINDI 2@! 9! 5;74=2796! L125;1! L254! ;J/;152@;! 2=! 7./0L1252=3<! @;9174!;=32=;!./52G2R952.=<!9=B!@;9174!G918;52=3>!W;!49@!L.18;B!9@!9! B;A;6./;1! .=! /.1596! 2G/6;G;=5952.=@! E.1! 54;! D=25;B! #595;@! F1G0<! %9A0! 9=B! ;/915G;=5! .E! W.G;69=B! #;7H1250`! 9@! 9! 5;74=2796! /1.K;75! G9=93;1! 95! -9=5.1! Y25R3;196B`! 9=B! 49@! 2G/6;G;=5;B! =HG;1.H@! 7H@5.G2R;B!:6.3@!9=B!];:!@25;@!9@!9!E1;;69=7;!7.=@H659=5>!W9==0!49@!9! $>F>!E1.G!54;!D=2A;1@250!.E!C;==@06A9=29!L254!9!G9K.1!2=!/426.@./40>
  4. 4. ! TONY SORIC!:;39=!42@!791;;1!2=!@;9174!G918;52=3!2=!?)),>!C12.1!5.! -62789:6;<! 4;! 392=;B! A96H9:6;! ;J/;12;=7;! L.182=3! 9@! 9! @;9174X G918;52=3! @5195;32@5! E.1! 9=! .=62=;! G918;52=3! 93;=70! 2=! -6;A;69=B! X! ;O;13;=5! O918;52=3! a=.L! b.@;559c>! F5! ;O;13;=5! 4;! B;A;6./;B! 42@! @;9174XG918;52=3! @8266@! L426;! G9=932=3! 977.H=5@! E.1! G2BX@2R;B! 5.! Y.15H=;! *))! 7.G/9=2;@! 2=! 54;! .=62=;! 1;5926<! E2=9=7296! @;1A27;@<! 9=B! 4.@/2596250!A;152796@>!"=!?))d<!4;!5..8!.=!54;!1.6;!.E!21;75.1!.E!#;9174! O918;52=3!E.1!9!-42793.!:9@;B!.=62=;!1;5926!@5915H/>!W;1;!4;!EH154;1! B;A;6./;B!42@!@;9174XG918;52=3!@8266!@;5!L426;!G9=932=3!54;!/90X/;1X 76278<! 9EE26295;<! ;G926<! 9=B! .139=27! G918;52=3! /1.319G@>! S.=0! 4.6B@! 9! $>#>!2=!$H@2=;@@!O9=93;G;=5!E1.G!M;.13;5.L=!D=2A;1@250> ! TRACE JOHNSON!2@!9=!.=62=;!9BA;152@2=3!9=B!9=960527@!7.=@H659=5! L.182=3!L254!:H@2=;@@;@!9=B!=.=X/1.E25!.139=2R952.=@!5.!2G/1.A;!54;21! .=62=;!/1;@;=7;>!!W;!49@!L.18;B!L254!762;=5@!19=32=3!E1.G!@5915XH/@!5.! $125=;0! #/;91@<! =.=X/1.E25@<! ;BH7952.=96! 2=@525H52.=@<! 9=B! :H@2=;@@;@>! W;!2@!9!4H3;!E9=!.E!6.796!9BA;152@2=3!9=B!79G/923=!./52G2R952.=>!!S4;! E975!5495!4;!79=!B.!25!@2552=3!95!4.G;!2@!9!4H3;!/6H@>!
  5. 5. !
  6. 6. ! INTRODUCTION Y21@5<!549=8!0.H!E.1!0.H1!2=5;1;@5!2=!.H1!:..8<!-62789:6;!MH1HI@!MH2B;!5.! $;55;1!#;9174!Q=32=;!O918;52=3>!S.!4;6/!0.H!3;5!G.1;!A96H;!.H5!.E!54;! :..8<!:;6.L!2@!9!:12;E!2=51.BH752.=!5.!.H1!.139=2R952.=<!-62789:6;<!9=B! 3.96@!:;42=B!54;!MH1H!/1.319G>! Why We Exist -62789:6;!;J2@5@!5.!@2G/62E0!.=62=;!9BA;152@2=3>!"=!E975<!.H1!/1.G2@;!5.! .H1!7H@5.G;1@!2@!5.!U!"#$%"&'$()*+*,-%+*!./$0%*,+)",)%",&%.(12*)"3/$>V! S42@!5;=;5!1;@.=95;@!541.H34!;A;10542=3!L;!B.<!E1.G!.H1!/1.BH75@!9=B! .H1!G;@@932=3!5.!.H1!4;6/!G95;1296@!9=B!7H@5.G;1!2=5;19752.=@>!! Our Values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e!F=B!L;!;J/;12G;=5!9=B!2==.A95;!7.=@59=560!5.!2B;=52E0!=;L! .//.15H=252;@!5.!:H26B!B21;7560!2=5.!54;!G918;5!E12752.=@!L;!2=5;=B!5.! 1;@.6A;>!];!91;!96L90@!749@2=3!9=B!/;1E;752=3!.H1!/1.BH75X5.XG918;5! E25>!];!91;!9=!U9=BV!7H65H1;>! On Being A Trusted Advisor ;A;6./2=3!/1.BH75@!5495!G98;!9BA;152@2=3!@2G/6;!1;ZH21;@!7.==;752=3! L254!7H@5.G;1@!P!9=B!:H26B2=3!9!1;/H5952.=!9@!9!51H@5;B!9BA2@.1>!S495! G;9=@!;=3932=3!L254!54;!G918;5/697;!9=B!2=7.1/.1952=3!2=@2345@!2=5.! ;A;10542=3!L;!B.!9=B!:H26B>!-62789:6;I@!#;9174!Q=32=;!O918;52=3!MH1H! /1.319G!2@!9!7.1;!7.G/.=;=5!.E!62A2=3!H/!5.!5495!2B;96>!!!!
  7. 7. ! Who Are The Clickable Gurus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lickable Guru Guidelines F@! -62789:6;! 9G:9@@9B.1@<! 54;! #QO! MH1H@! 62A;! :0! @;A;196! 7.1;! 3H2B;62=;@T!! #! #512A;!5.!:;!9!51H@5;B!9BA2@.1!! #! Q=393;!9H54;=5279660!2=!.=62=;!7.GGH=252;@!! #! O92=592=!9!@5;9B0!14054G!.E!3..B!B;;B@!! #! W;6/!G918;5;1@!95!966!@8266!6;A;6@!! #! fEE;1!@2G/6;!@.6H52.=@!9=B!.:K;752A;!9BA27;!! #! D@;!0.H1!.L=<!1;96<!/;1@.=96!/1.E26;!! #! 2@76.@;!0.H1!9EE262952.=!L254!-62789:6;!!! #! %;A;1! @4266<! :H5! B.! L;67.G;! =;L7.G;1@! 5.! -62789:6;! L4;=! 9//1./1295;!! #! g;;/!9!6.3!.E!966!3..B!B;;B@!5.!2=E6H;=7;!54;!-62789:6;!/1.BH75! B;A;6./G;=5!7076;!! Codifying The Clickable Gurus’ Wisdom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  19. 19. LEARN HOW TO WRITE EFFECTIVE AD COPY 9! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING X3"! 0')-%,! +,*'"$#0'"! #0! )-2.'$#%&! :#$1! -$1'"! -(('"0! (-"! .'"0-%+4! <+%P-!4'00-%08!C1+$!2+5'0!$1'#"!-(('"!3%#R3'U!?!("''!4'00-%;!.'"1+.08! L!:"-$'!+<-*'!$1+$!:'!:#44!%'',!$-!#%)43,'!2'%$#-%!-(!`4'00-%0`!#%!-3"! ,'0)"#.$#-%!$-!#%,#)+$'!"'4'*+%)'8!Z-:;!:'!+40-!%'',!$-!2'%$#-%!$1'! ("''! -(('"! $-! #%,#)+$'! *+43'8! `G'"0-%+4! I'00-%08! W#"0$! I'00-%! W"''`! #0! )4'+";!"'4'*+%$!$-!0'+")1'"0!4--5#%&!(-"!.'"0-%+4!4'00-%0;!+%,!1#&14#&1$0! $1'!3%#R3'%'00!-(!$1'!-(('"8! W#%+44/;!:1+$!+"'!0-2'!$1#%&0!$1+$!2+/!<'!#2.-"$+%$!$-!)30$-2'"0!-(!+! ,'4#*'"/! 0'"*#)'U! D.'',U! Y'.'%,+<#4#$/U! 9-0$U! `W"'';! Y'.'%,+<4';! D+2'@Y+/!Y'4#*'"/`!)-*'"0!+44!$1'0'!<+0'08!>1'!0$"+#&1$!,'0)"#.$#-%!-(! $1'!0'"*#)'!@!(4-:'"!,'4#*'"/;!#%)43,#%&!"-0'0!@!#0!+4"'+,/!)-%$+#%',!#%! $1'!1'+,4#%'8! D-!(+";!:'c*'!:"#$$'%!$:-!$1#",0!-(!-3"!+,0;!&#*#%&!30A! ! "#! $%&'()*+,!>-.!O'B#)+%! ?3$1'%$#);!S-3"2'$!-./&'(0!93#0#%'! ! 1#! I'+"%!>-!G4+/!>1'!2(03*! G'"0-%+4!4.,,*0,8!W#"0$!4.,,*0!W"''! ! 5#! C+%$!6*,.,!Y'4#*'"',!Z-:U! W"'';!Y'.'%,+<4';!D+2'@Y+/!Y'4#*'"/! ! e0'"0!01-34,!%-:!5%-:!:1+$!#$!#0!$1+$!-3"!$1"''!+,*'"$#0'"0!1+*'!$-! -(('";! 1-:! $1+$! -(('"#%&! 2''$0! $1'#"! %'',0! 6"'4'*+%)'7;! +%,! :1+$! 2+5'0!$1+$!-(('"#%&!<'$$'"!$1+%!-$1'"0!-%!$1'!.+&'!6*+43'78!>1'!%'B$! R3'0$#-%! $-! +%0:'"! #0;! `C1+$! ,-! L! %'',! $-! ,-! %-:U`! >1#0! #0! $1'! R3'0$#-%! /-3! :#44! +%0:'"! #%! $1'! (#%+4! 4#%'! -(! /-3"! +,! @! $1'! `9+44! $-! ?)$#-%J8!L$c0!+40-!$1'!03<P')$!-(!-3"!%'B$!$3$-"#+48! ! !
  20. 20. 10 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
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  24. 24. 14 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  25. 25. LEARN HOW TO WRITE EFFECTIVE AD COPY 15! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING Guru Tip: Keyword Insertion - Putting Keywords Into Your Search Ads ?.%@#0$4%A$+33.6%B0+<+4133.%C&5*$2%B)*&'$0%DE6%FEEG% ! >1'! (3%,+2'%$+4! $+05! -(! 2+"5'$#%&! +%,! 0+4'0! #0! $-! )-%*#%)'! .'-.4'! $1+$!$1'/!:+%$!/-3"!."-,3)$8!e03+44/;!$1#0!#0!+!$:-@.+"$!."-)'00A! ^8! W#&3"'!-3$!:1+$!'B+)$4/!.'-.4'!:+%$8! b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c"'!4--5#%&!(-"!#0!$-!#%0'"$!$1'#"!5'/:-",0!#%$-!-3"!+,08!!L(! 0-2'-%'!0'+")1'0!(-"!%')5!.+#%!"'4#'(;!$1'/!:+%$!$-!0''!+,*'"$#0'"0! :1-!-(('"!%')5!.+#%!"'4#'(8!!>1#0!0''20!-<*#-30;!<3$!4--5!+$!$1'!"'034$0! L!&'$!(-"!$1#0!R3'"/A! ! ! ! ?44!$1"''!-(!$1'0'!+,*'"$#0'"0!,-!#%!(+)$!-(('"!."-,3)$0!$1+$!$"'+$!%')5! .+#%8!!M-:'*'";!%-%'!-(!$1'2!1+0!+!*'"/!)-2.'44#%&!+,;!<')+30'!%-%'! -(!$1'#"!+,0!+)$3+44/!0+/!`%')5!.+#%!"'4#'(8`!
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  27. 27. LEARN HOW TO WRITE EFFECTIVE AD COPY 17! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING How to Do Dynamic Keyword Insertion >-!#%0'"$!+!5'/:-",!#%$-!/-3"!+,;!/-3!)+%!30'!$1'!5'/:-",!*+"#+<4'! h_'/C-",i! +%/:1'"'! :#$1#%! /-3"! +,! $'B$8! ! W-"! 'B+2.4';! #(! L! :'"'! +,*'"$#0#%&! *+"#-30! $/.'0! -(! )+%,#'0;! L! 2#&1$! 1+*'! $1'! (-44-:#%&! 5'/:-",0!+%,!$1'!(-44-:#%&!+,A! #! F-)5!)+%,/! #! 91-)-4+$'!)+%,/! #! S322/!<'+"0! #! 91'""/!)-",#+40! #! 91-)-4+$'!)-*'"',!&322/!<'+"0! ! M'+,4#%'A!h_'/C-",i! Y'0)"#.$#-%!I#%'!^A!Y'4#)#-30!h_'/C-",i! Y'0)"#.$#-%!I#%'!bA!O+,'!</!1+%,!0#%)'!^jk[8! Y#0.4+/!eFIA!:::8I#$$4'D30#'09+%,#'08)-2! ! >1#0!+,!:-34,!+..'+"!,#(('"'%$4/!,'.'%,#%&!-%!:1+$!.'-.4'!0'+")1',! (-"8!!D-;!#(!0-2'-%'!0'+")1',!(-"!)1-)-4+$'!)+%,/;!$1'!+,!:-34,!4--5! 4#5'!$1#0A! ! "#$%$&'()!"'*+,! -)&.%.$/0!"#$%$&'()!"'*+,! 1'+)!2,!#'*+!0.*%)!34567! 88879.((&):/0.)0"'*+.)07%$;! ! N3$!#(!0-2'-%'!0'+")1',!(-"!)1'""/!)-",#+40;!$1'!0+2'!+,!:-34,!4--5! 4#5'!$1#0A! ! "#)<<,!"$<+.'&0! -)&.%.$/0!"#)<<,!"$<+.'&0! 1'+)!2,!#'*+!0.*%)!34567! 88879.((&):/0.)0"'*+.)07%$;!
  28. 28. 18 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING >130;!L!:-34,!-%4/!%'',!$-!:"#$'!-%'!0#%&4'!+,!$-!0'"*'!'B$"'2'4/! 0.')#(#)!+,0!(-"!'+)1!-(!$1-0'!5'/:-",08! Default Text e%(-"$3%+$'4/;!#$c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bj!)1+"+)$'"0!4-%&;!:1#)1!2'+%0!$1+$!#$!)+%c$!(#$! #%$-!$1'!+,!1'+,4#%';!+%,!H,'4#)#-30;!)1-)-4+$'!)-*'"',!&322/!<'+"0J! #0![j!)1+"+)$'"0!4-%&;!:1#)1!2'+%0!#$!)+%c$!(#$!#%!$1'!,'0)"#.$#-%!4#%'!^8!! D-;!$1'!+,!)-./!L!."-.-0',!+<-*'!#0!%-$!+,'R3+$'8!!L!%'',!$-!0.')#(/!+! ,'(+34$! $'B$! $-! 01-:! :1'%! 2/! 5'/:-",! #0! $--! 4-%&8! ! W-"! $1#0;! #$c0! 303+44/!&--,!$-!30'!0-2'$1#%&!&'%'"+4!$1+$!#0!+..4#)+<4'!$-!+%/!-(!/-3"! 5'/:-",08!!L%!$1#0!)+0';!`&-3"2'$!)+%,/`!2#&1$!<'!+!&--,!-.$#-%8!!>1'! 0/%$+B! (-"! 5'/:-",! ,'(+34$0! #0! $-! .4+)'! +! )-4-%! 6A7! +($'"! $1'! :-",! `5'/:-",`;!+%,!$1'%!$1'!,'(+34$!$'B$8!!D-;!%-:!2/!+,!:-34,!4--5!4#5'A! ! M'+,4#%'A!h_'/C-",AS-3"2'$!9+%,/i! Y'0)"#.$#-%!I#%'!^A!Y'4#)#-30!h_'/C-",AS-3"2'$!9+%,/i! Y'0)"#.$#-%!I#%'!bA!O+,'!</!1+%,!0#%)'!^jk[8! Y#0.4+/!eFIA!:::8I#$$4'D30#'09+%,#'08)-2! ! >1#0!+,!:#44!0$#44!#%)43,'!$1'!5'/:-",!:1'%!#$!#0!01-"$!'%-3&1;!<3$!#$!:#44! ,#0.4+/!$1'!,'(+34$!$'B$!:1'%!$1'!5'/:-",!#0!$--!4-%&8! Common Mistakes With Keyword Insertion >1'!+,*+%$+&'0!-(!5'/:-",!#%0'"$#-%!+"'!-<*#-30A!/-3"!+,!$'440!30'"0! $1+$!/-3!1+*'!'B+)$4/!:1+$!$1'/c"'!4--5#%&!(-";!+%,!$1+$c0!'B+)$4/!:1+$! $1'/! :+%$',! $-! 0''8! ! M-:'*'";! $1'"'! +"'! 0-2'! )-22-%! 2#0$+5'0;! :1#)1!)+%!<'!."'*'%$',!</!."'*#':#%&!/-3"!5'/:-",@#%0'"$',!+,0!(-"! +44!-(!$1'!5'/:-",0!#%!/-3"!+,!&"-3.08!
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  30. 30. 20 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
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  34. 34. 24 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
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  39. 39. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS!!!!!!!!!!!!!!!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 29! Understanding Match Types ! X,,!+0!#$!0-3%,0;!$1'!(#"0$!$1#%&!:'c"'!&-#%&!$-!"'*#':!#%!$1#0!$3$-"#+4! -%!`)1--0#%&!5'/:-",0`!#0!$1'!)-%)'.$!-(!5'/:-",!`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`<"-+,J;! `.1"+0'`! +%,! `'B+)$J8! 6>1'"'c0!+!(-3"$1!#(!/-3!#%)43,'!`%'&+$#*'J;!:1#)1!:'c44!&'$!$-!#%!$1'! %'B$!.+"$!-(!$1#0!0'"#'0!-(!$3$-"#+4078!M'"'!#0!1-:!'+)1!-(!$1'!-.$#-%0! :-"50A! Match Type Basics: Exact Match >1'!'+0#'0$!2+$)1!$/.'!$-!3%,'"0$+%,!#0!EB+)$!O+$)1;!<')+30'!#$c0!$1'! 2-0$! 4#2#$',8! D#2.4/! .3$;! /-3"! `'B+)$`!2+$)1! 5'/:-",0! :#44! -%4/! <'! $"#&&'"',!:1'%!30'"0!0'+")1!(-"!'B+)$4/!$1+$!.1"+0'8! W-"!#%0$+%)';!#(!/-3"!EB+)$!O+$)1!5'/:-",!#0!`<+)5.+)50J;!/-3"!+,0!:#44! -%4/! <'! $"#&&'"',! :1'%! .'-.4'! 0'+")1! (-"! 'B+)$4/! $1'! $'"2! `<+)5.+)50`;!+%,!%-$!`"',!<+)5.+)50`!-"!`<+)5.+)5`!#%!$1'!0#%&34+"8! >1#0!+40-!:-"50!(-"!234$#@:-",!5'/:-",!.1"+0'0A!#(!/-3"!EB+)$!O+$)1! 5'/:-",!.1"+0'!#0!`.3".4'!01-'0J;!$1'%!/-3"!+,0!:#44!-%4/!<'!$"#&&'"',! </! $1+$! 0'+")1! .1"+0';! +%,! %-:! `.3".4'! $'%%#0! 01-'0`! -"! `"',! +%,! .3".4'!01-'0`8! >-!0'$!+!5'/:-",!+0!+%!EB+)$!O+$)1;!.3$!#$!#%$-!0R3+"'!<"+)5'$0;!+0!#%! q<+)5.+)5r!-"!q.3".4'!01-'0r8! Phrase Match D4#&1$4/! 4'00! 4#2#$',! $1+%! EB+)$! O+$)1! #0! G1"+0'! O+$)18! C#$1! G1"+0'! O+$)1;! /-3"! +,0! :#44! <'! $"#&&'"',! </! +%/! R3'"#'0! $1+$! #%)43,'! /-3"! 5'/:-",!-"!5'/:-",!.1"+0'8!
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  41. 41. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS!!!!!!!!!!!!!!!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 31! Guru Tip: When Should I Use Phrase Match? ?.%J144.%J+42+6%B0+<+4133.%C&5*$2%L$9*$;'$0%FF6%FEEG% ! X3"!N'0$!G"+)$#)'0!$3$-"#+40!#%)43,'!+!,'$+#4',!,#0)300#-%!-(!5'/:-",! 2+$)1#%&! -.$#-%0;! <3$! #$! :-34,%c$! 13"$! $-! "'*#':! $1'! <+0#)0! <'(-"'! $3"%#%&!$-!+!,#0)300#-%!-(!$1'!`G1"+0'!O+$)1`!-.$#-%8! >1'"'!+"'!$1"''!5'/:-",!2+$)1!$/.'0A!`<"-+,`;!`.1"+0'`;!+%,!`'B+)$`8! ! #! 27*(?!-(9'%J!L(!/-3!0'$!/-3"!5'/:-",0!$-!`N"-+,!O+$)1`;!/-3"!+,0!:#44!<'! $"#&&'"',!</!0'+")1'0!$1+$!#%)43,'!/-3"!5'/:-",0;!0/%-%/20;!0#%&34+"!+%,! .43"+4!(-"20!-(!/-3"!5'/:-",0;!+%,!-$1'"!*+"#+%$0!-(!/-3"!5'/:-",08! ! #! K%7(,.!-(9'%J!D4#&1$4/!2-"'!$+"&'$',!$1+%!`N"-+,!O+$)1`8!L(!/-3!0'$!/-3"! 5'/:-",0! $-! `G1"+0'! O+$)1`;! /-3"! +,0! :#44! <'! $"#&&'"',! </! 0'+")1'0! $1+$! #%)43,'!/-3"!5'/:-",0!#%!$1'!0+2'!-",'"!#%!$1'!0'+")1!.1"+0'8!6D-!#(!/-3c"'! <#,,#%&!-%!`"3%%#%&!01-'0`;!`<"-:%!"3%%#%&!01-'0`!:-34,!:-"5;!<3$!`01-'0! (-"!"3%%#%&`!:-34,%c$78! ! #! L/('9! -(9'%J! >1#0! #0! $1'! 2-0$! ."')#0'! (-"2! -(! $+"&'$#%&8! L(! /-3! 0'$! /-3"! 5'/:-",! $-! `EB+)$! O+$)1`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