When setting up keywords, is it best RRS feed

  • Question

  • to use broad match, phrase match, or exact match? Or should you use all 3 for best results?

    Sunday, August 5, 2007 12:54 PM

All replies

  • About search match types

    Hi there,

    Usually recommend all 3 "match types" in the beginning of a campaign launch, to see which ones perform best over course of a few weeks. Then delete non-performers so they don't dilute "click through rate history" (though you may want to place non-performers in a separate adgroup if they are still required IE: model#'s, etc).



    Search match types, you can specify how closely a word in a customer's search query must match your keyword before it triggers the display of your ad.


    Search match types

    There are three keyword search match types: broad, exact, and phrase. You can choose any or all of the match types. If you do not specify a match type, Microsoft adCenter uses broad match by default. Your bid for a keyword applies to each match type. For example, if you bid on the keyword phrase "gift basket," and specify broad, phrase, and exact, then "gift basket" appears in your keyword list three times with a separate bid for each match type.

    • Broad match triggers the display of your ad when individual words in your keyword appear, in any order, in a customer's search query. For example, your keyword "red flower" would match search queries that include "red flowers," "flower is red," "flower's red," and other variations, but not just "red" or "flower." Broad match can expand to include words that are closely related to your keywords. For example, a search query for "red carnation" may result in your ad being displayed, because adCenter automatically identifies carnation as a type of flower. Use broad match to expose your ads to a wider audience.
    • Phrase match triggers the display of your ad if the word or words in your keyword appear in a customer's search query—even if other words are present in what they type. Your keyword "red flower" would match searches for "big red flower" and "red flower," but not "yellow flower" or "flower red."
    • Exact match triggers the display of your ad only when the exact word or words in your keyword, in exactly the same order, appear in a customer's query. Your keyword "red flower" would only match searches for "red flower," with no spelling variations. With exact match you may see fewer impressions but a higher click-through rate, because your ad is shown to people who may be more interested in your product.


    Monday, August 6, 2007 1:23 PM