[WEBINAR] Keyword Match Types: Cage Match!


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Four keyword match types will enter, and one will emerge victorious! Learn which keyword match types to use in which situations, and which match type will rule them all!

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[WEBINAR] Keyword Match Types: Cage Match!

  1. 1. Keyword Match Types CAGE MATCH!#PPCmatchtypes trada.com
  2. 2. Matt Hessler,Director of Account Management @fasterstill Anna Sawyer, Marketing Manager @annafsawyer trada.com
  3. 3. What are Keyword Match Types? Keyword match types are ways of entering keywords into your campaign to determine which search terms will allow your ads to appear.Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyer
  4. 4. Search term: Keyword: a word or phrase a word or phrase that a user types that an advertiser into a search adds to an PPC engine when campaign, which they’re looking for he hopes will something. match a search term entered by a user.Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyer
  5. 5. As an advertiser, you want to add lots of keywords to your account in order to be able to reach as many potential customers as possible... but you want to reach an audience that needs you.Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyer
  6. 6. Use match types to ensure that your ads show for the right combination of relevance and volume.Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyer
  7. 7. There are 4 keyword match types. broad match phrase match exact match modified broad match trada.com
  8. 8. broad match This is the most liberal match type. Ads may be served for any version of your keyword, including extra words and synonyms.Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyer
  9. 9. ads may appear for the broad match following search terms shoes for wrestlingIf your keyword is used wrestlingwrestling shoes shoes wrestling mats kids’ wrestling shoes trada.com
  10. 10. “phrase match” Your ad may appear only when a user searches on your exact keyword phrase with the words in that order... but may include additional words. trada.com
  11. 11. ads may appear for the “phrase match” following search terms where to buy wrestling shoesIf your keyword is used wrestling“wrestling shoes” shoes Adidas wrestling shoes kids’ wrestling shoes trada.com
  12. 12. [exact match] Your ad may appear only when a user searches on your exact keyword phrase with the words in that order, with no additional words.Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyer
  13. 13. ads may only appear for [exact match] the search term: wrestling shoes If your keyword is “wrestling shoes”Matt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyer
  14. 14. But wait! There’sone more match type and it is... trada.com
  15. 15. The One Match Type to Rule Them All But wait! There’s one more match type and it is... trada.com
  16. 16. +modified broad match Add a plus (+) sign before each word in a keyword phrase that you want to serve ads to only when matched exactly by a search term. The words without a plus sign will work like regular broad match terms. trada.com
  17. 17. ads may appear for the +modified broad match following search terms wrestling sneakers If your keyword is +wrestling shoes wrestling footwearMatt Hessler: @fasterstill trada.com Anna Sawyer: @annafsawyer
  18. 18. Final thought:Each match type has a purpose.None of them are“better” (thoughwe are partial to modified broad match). trada.com
  19. 19. Here’s where we take two minutesto tell you that with Trada, you can have a dedicated team of PPC experts working for you... ... and it doesn’t cost any more than if you were to do search marketing yourself. trada.com
  20. 20. Trada has a large, global crowd of certified paid search experts who do online advertising for you. trada.com
  21. 21. Multiple experts workon your campaign at the same time. You get: Diversity of thinkingConstant optimizationMultiple ad networks trada.com
  22. 22. and they already know how to use match types! trada.com
  23. 23. It’s pay-for-performance. There are NO fees:no startup fees, no management fees. You can get started right away. trada.com
  24. 24. @fasterstill @annafsawyer Time for questions! For more information or to schedule a demo, email sfox@trada.com trada.com