#PPCmatchtypestrada.com

Keyword Match Types

CAGE MATCH!

Anna Sawyer, Marketing Manager@annafsawyer

Matt Hessler, Director of Account Management

@fasterstill

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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.

trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer

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Keyword:a word or phrase that an advertiser adds to an PPC campaign, which he hopes will match a search term entered by a user.

Search term:a word or phrase that a user types into a search engine when they’re looking for something.

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

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.

trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer

Use match types to ensure that your ads show for the right combination of relevance and volume.

trada.comMatt Hessler: @fasterstill Anna Sawyer: @annafsawyer

There are 4 keyword match types.

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modified broad match

exact match

phrase match

broad match

This is the most liberal match type. Ads may be served for any version of your keyword, including extra words and synonyms.

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broad match

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

If your keyword is wrestling shoes

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broad match

kids’ wrestling shoes

wrestling mats

used wrestling shoes

shoes for wrestling

ads may appear for the following search terms

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.

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“phrase match”

If your keyword is “wrestling shoes”

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“phrase match”

kids’ wrestling shoes

Adidas wrestling shoes

used wrestling shoes

where to buy wrestling shoes

ads may appear for the following search terms

Your ad may appear only when a user searches on your exact keyword phrase with the words in that order, with no additional words.

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[exact match]

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

If your keyword is “wrestling shoes”

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[exact match]

wrestling shoes

ads may only appear for the search term:

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

But wait! There’s one more match type and it is...

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But wait! There’s one more match type and it is...

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The One Match Type to Rule

Them All

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.

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+modified broad match

If your keyword is +wrestling shoes

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wrestling footwear

wrestling sneakers

ads may appear for the following search terms+modified broad match

Matt Hessler: @fasterstill Anna Sawyer: @annafsawyer

Final thought:

Each match type has a purpose.

None of them are “better” (though we are partial to modified broad

match).

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Here’s where we take two minutes to 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.

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Trada has a large, global crowd of certified paid search experts who do online

advertising for you.

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Multiple experts work on your campaign at

the same time.

You get:

Diversity of thinking

Constant optimization

Multiple ad networks

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and they already know how to use match types!

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It’s pay-for-performance.

There are NO fees: no startup fees, no management fees.

You can get started right away.

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For more information or to schedule a demo, email sfox@trada.com

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@annafsawyer@fasterstill

Time for questions!