Keyword Matching Options

Keyword
A word or phrase entered into a search engine in an effort to get the search engine to return matching and relevant results is called a KEYWORD.

Keyword Phrase
A Keyword Phrase is a combination of two or more words used together that an individual may search for, eg: "blue widgets".

Keyword Matching Options

“Keyword Matching Options”: Enables you to increase the likelihood that your ad is shown to your desired audience and also allows you to focus and target the right target audience.

The following are different “Keyword match options” that are used in different search engines:


Google - Adwords

The following “Keyword match options” are available for use in Google.

Broad Match

Broad match enables you to reach widest audience and is a default option. If your adgroup contains a keyword holiday turkey then your ad would appear for a user's search query that contained cheap turkey holidays.

Phrase Match :

Phrase matching is enabled by enclosing the particular keyword in quotation marks eg: “holiday Egypt”.
Your ad would be eligible to appear when a user searches on the phrase “holiday Egypt”, in the same order as the keyword phrase in the adgroup, and possibly with other terms before or after the phrase.

Exact Match

Exact matching is enabled by enclosing the particular keyword in brackets eg: [holiday Egypt]. Your ad would appear when a user searches on the phrase holiday Egypt, in the same order as the keyword phrase in the adgroup, without any other term before or after the phrase.

Negative Keyword

If your keyword is holiday Egypt and you add the negative keyword - information, your ad will not appear when a user searches on holiday Egypt information




Yahoo Search Marketing

The following “Keyword match options” are available for use in Yahoo.

Standard Match Type

The Standard match type enables your ad to appear for exact matches to your keywords, as well as for variations like singular/plural and common misspellings.
Eg: If the “keyword Phrase” is Egypt holiday, it will appear for Egypt holidays and also for Eygpt holidays.

Advanced Match Type

The Advanced match type extends your reach to a widest audience by displaying your ads for a broader range of search related to keywords, titles, descriptions, and/or web content. It also includes keywords from Standard match type queries.
Eg: If the “keyword Phrase” is Egypt holiday, it will appear for Egypt holidays, Eygpt holidays, cheap Eygpt holidays and package holidays to Egypt.




MSN - AdCenter

The following “Keyword match options” are available for use in MSN.

Exact match

Your ad will show up only for an exact match of your keyword phrase. If the keyword phrase and the search query are same i.e Egypt holiday, then your ad will appear, without any other term before or after the phrase.

Phrase match

Your ad would show up when a user searches on the phrase “Egypt holiday”, in the same order as the keyword phrase in the adgroup, and possibly with other terms before or after the keyword phrase.
Broad match

Enables you to reach widest audience. If your keyword phrase is holiday turkey then your ad would appear for a user's search query that contained cheap turkey holidays.
By applying the appropriate matching options to your keywords, you can best meet your ROI goals.