{"id":62760,"date":"2019-03-12T20:49:13","date_gmt":"2019-03-13T03:49:13","guid":{"rendered":"https:\/\/www.bruceclay.com\/au\/\/?page_id=62760"},"modified":"2019-04-01T11:13:11","modified_gmt":"2019-04-01T18:13:11","slug":"keywordmatching","status":"publish","type":"page","link":"https:\/\/www.bruceclay.com\/au\/ppc\/keywordmatching\/","title":{"rendered":"Keyword Matching"},"content":{"rendered":"
\n

Once you determine what keywords you want
\nto bid on, the next step is to decide what targeting match to use. In other
\nwords, how do you want the search engines to match them up to user queries?
\nDo you want your ad served up only if the query is an exact match or is it
\nok to have other relevant words in the query string? If you decide to use broader
\nmatching, you might also want to apply a filter to keep out queries for certain
\nwords that do not apply to your product or service. For instance if you are
\na real estate broker, you might not want your ads showing for queries on “real
\nestate exam”. <\/p>\n

Exact Match <\/span><\/h2>\n

Although they may call it by a different name, Standard Match Type (Yahoo)
\nor Exact Match (Google) the idea is the same. Your ad will only be served up
\nonly when a user searches for the specific word or phrase you are bidding on.
\nExact match is the most targeted option and recommended as the best way to
\nstart your campaign. As you discover what your click through rate (CTR) is
\nand you begin to feel comfortable with your campaign, you may want to broaden
\nyour match type to include related searches. Yahoo’s standard matching
\nalso includes the singular and plural versions.<\/p>\n

Phrase Match <\/span><\/h2>\n

Each search engine handles this type of matching differently. Google will
\ndisplay your ad when a user searches for your keyword and possibly with other
\nterms in the query. For example if you are bidding on the phrase “peanut
\nbutter”, Google will return results if a user searches for “chunky
\npeanut butter”. <\/p>\n

Broad Match <\/span><\/h2>\n

Broad match is Google’s default, but don’t let that fool you.
\nYou could quickly spend a good percentage of your budget with broad match turned
\non if you don’t define negative keywords to use in conjunction with it.
\nBroad match includes your keyword phrase along with plurals and other relevant
\nvariations and are sometimes less targeted than the other options. <\/p>\n

Advanced Match Type <\/span><\/h2>\n

Yahoo’s advanced match type displays your ad across their partner network
\nto provide you with targeted leads.<\/p>\n","protected":false},"excerpt":{"rendered":"

Once you determine what keywords you want to bid on, the next step is to decide what targeting match to use. In other words, how do you want the search engines to match them up to user queries? Do you want your ad served up only if the query is an exact match or is […]<\/p>\n","protected":false},"author":101022,"featured_media":0,"parent":62550,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"tags":[],"class_list":["post-62760","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"Bruce Clay AU - Learn How Keyword Matching works in Pay Per Click Ads<\/title>\n<meta name=\"description\" content=\"Broad, Phrase, Exact or Advanced type of keyword matching will lend to different results for your PPC campaign. 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