There are 6 keyword match types in search advertising: broad, phrase, exact, broad match modifier, negative, and embedded. Broad is the most expansive while exact only matches the keyword verbatim. Phrase falls between broad and exact by matching keywords in the same order. Broad match modifier (indicated with "+") functions like broad but clicks don't contribute to quality score. Negative (indicated with "-") removes clicks for that keyword. Embedded uses a negative modifier with another match type. There are also different ad formats and best practices for writing compelling text ads.

1. KEYWORD MATCH TYPES
PRESENTED BY
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2. KEYWORD MATCH TYPE
There are 6 keyword match types
1)Broad Match:-
It is the keyword level match type that matches
the Search term very very Broadly.
In broad match type all are possible for search term.
1)Synonyms
2)Close-variant
3)Misspelling
4)Singular – Plural

3. 2) Phrase Match:-
 It will written in the(“ ”) double Quotes
 A keyword level match type which matches the search
term when Search term includes my keyword in the
same progressive continuous order.
 It has less than broad but More relevant than broad.
 The Search term include prefix and suffix.
 May not include Prefix and suffix.
 May include prefix may not include suffix.
KEYWORD MATCH TYPE

4. Exact Match :-
 It will return in [ ] solid brackets.
 Search term matches the exact keyword.
Broad Match Modifier :-
 It is represented as “+” with the search term there
are only 20 – 25 keywords can be add.
 ex: +red+shoes
 It will give more than Exact,Pharse,Broad but it is
relevant.
 But the clicks is not contributed to quality score.
 It can increases the clicks, CTR will be
recommended.
KEYWORD MATCH TYPE

5. Negative Match :-
 It is represented as (-) with the search term.
 When we write a negative keyword we write only
one negative keyword.
 The –ve match will remove the relevant clicks.
 First we need to write the negative keywords and
after we can write the search term of 20-25.
KEYWORD MATCH TYPE

6. Embedded Match Type :-
 It is the MIX of negative and other match types.
 -ve & Broad, -ve & Phrase, -ve & Exact.
 Only one word is the negative keyword.
KEYWORD MATCH TYPE

7. AD FORMAT IN SEARCH NETWORK

8. AD FORMAT IN SEARCH NETWORK

9.  In the Ad format the Display Url and Destination
URL will be same.
 If my d will be in top position then there are 2
formats to display the Ad(fig in Above slide)
 The 1st Format is displayed while my Ad is in the
right side after the end of Desp 1 put the Full
Stop(.) than the 1st format Ad is displayed in the top
of the page with neat window.
AD FORMAT IN SEARCH NETWORK

10. BEST PRACTICES FOR TEXT ADS
 Always use Inter capitalization.(First Letter of Every
word should be capital not the entire word).
 Use Price and Promotions.
 Ex: price @ 300/-
Promotions: Huge Deals, flat 40% off, Up to 60% off
etc….
 Call to Action.
 Ex: Subscribe, book now etc…
This can be written at the end of the Desp 2.
 Important Keywords of the Business.
 Ex: Ad Words Training.
 Best Quality of your Product/Services.
 Ex: High Quality….

11. AD DISAPROVAL REASONS
 You cannot use an exclamation(!) marks in the title of an
Ad
 But you can use one (!) mark in the Description end.
 Never leave Empty space in the Ad
 You cannot use Separators in the Ad(||).
 Unnecessary punctuations are not allowed in the Ad
 Ex :”@ 300/- off @ “
 It is Allowed only for particular purpose.
 Ex :5*Hotel.

12.  Unclear and wake Gimmicky Statements are not
allowed.
 Ex freeeeeee , sshhhhhhhhhhhh , dealzzzzzzzzzzzzz ..etc
 The word Click here is not allowed in the Ad
 Phone numbers are not allowed in the Ad
 Capitalization are not allowed. Except Acronym and
Abbreviations.
 Ex: Acronyms  HTML,DOM,XML,etc…
 Abbreviations HYD,SAP,IBPS etc…
AD DISAPROVAL REASONS

13. ANY QUERIES???

14. THANK YOU