Search engines seem to be all the rage these days. Internet
users want easy accessibility to various sites for shopping,
entertainment, business, etc. And the best way to do this is
with the help of search engines like Google, Yahoo, or Overture.
So, how do advertisers get their listings on these ever-popular
sites? Google and Overture, the two major players in search
engine marketing, offer two ways--organic (natural) or paid
listings. We're going to explore the latter and how you can make
it work for you, particularly with respect to keyword match
types. Google Match Types Google AdWords (http://www.webadvantage.net/tip_search.cfm?tip_id=133)
is Google's own advertising system, allowing advertisers to
"create your own ads, choose keywords to tell us where to show
your ads and pay only when someone clicks on them," boasts its
site. It is basically a way to purchase Google's search engine
keywords. In order to get users to see your Google ad placement, you must
first determine what keywords you will apply in relevance to
your ad. Google has four different keyword matching options,
each with their own stipulations as to how you can target
different sets of users. General keywords generate the most
impressions but often result in fewer clicks. On the other hand,
by changing your matching options you can better target your
ads. The options are as follows: Broad Match: The most basic and common option - you include your
keyword/keyword phrase (usually best to go with a phrase because
users generally search for 2-3 words) in your keyword list. Say
you list "tennis shoes"...your ads will appear when a user
searches for the words "tennis" and "shoes" in any order.
Furthermore, your ad will appear when a user searches for plural
terms or similar variations. Phrase Match: When you enter a keyword in quotation marks like
"shower curtains" your ad will show when a user looks for this
exact term in this order. It can also be viewed when someone
does a search for "green shower curtains", but not for "curtains"
or "shower". Phrase matching is obviously more targeted than
broad match and is more flexible than exact match, the next
option. Exact Match: This is the most targeted option of the four.
You surround your keyword in brackets - [jewelry cleaner]- and
subsequently your ad will only show when a user searches for
"jewelry cleaner", in this order and without any other terms.
Undoubtedly, this is extremely targeted. You are likely to
receive more clicks than impressions. Negative Keyword: Perhaps you sell dog collars of all colors--
except green. You can set your keyword for dog collars but add
the word green as your negative keyword. In other words, simply
type in -green. If someone wants a green dog collar, he/she will
not see your ad.
Overture Match Types Search engine marketers should note that while Google and
Overture (http://www.webadvantage.net/tip_search.cfm?tip_id=247)
offer similar services, they apply different terms. So, be
conscious of this fact when distinguishing between the different
options. Overture allows you to bid differently for each match type.
There are currently three of these options, but Overture also
allows for negative keywords, like Google. Standard Match: This is the equivalent of Google's broad match
option. If your bidded search term is "diamond ring" your ad
will appear when someone types that exact phrase, singular/plural
variations of the words, or misspells any word/s.
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WebAdvantage.net (http://www.webadvantage.net) is an Internet
marketing firm specializing in search engine optimization
(http://www.webadvantage.net/market_searchopt.cfm ), online media
buying (http://www.webadvantage.net/market_mediabuy.cfm ) and Pay
Per Click Search Engine Campaigns
( http://www.webadvantage.net/market_keywordcamp.cfm ). To speak
with a WebAdvantage.net representative or company president
Hollis Thomases, call 410-297-9495.
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