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 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 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.
Phrase Match: Overture will preserve your search term in its
exact order but will also allow for other terms to be included
in the query, as well. e.g.- The bided search term is "golf
shoes". If a user enters "golf shoes in size 10" your listing
will show. Broad Match: True to form, your listing will appear
when your search term is used in the broadest form. For example,
if a user types in "car used in James Bond movie" and your term
is "used car"...your listing will appear.
Regional Targeting: It is important to note that there are also
regional targeting options for advertisers. Google recently
implemented this feature and it is sure to gain momentum.
Regional targeting allows advertisers to not only specify a
particular country, but states and regions, too. This option can
benefit advertisers that are trying to reach people in
particular areas. If you are selling your product or services
but can only provide them to a very specific area, this is a
very effective option to implement. Prospects in your targeted
area/s will see your ad even if they enter very general terms.
Determining what keywords you will use is an extremely difficult
task. Both Google and Overture have keyword tools to assist you,
but it still takes time, strategy, and good ole' playing around
to figure out what words are the most effective. Search engine
marketers need simply to put themselves in the shoes of Internet
users. What terms do they commonly use? What combinations? With
some fine-tuning and research, any advertiser is sure to gain
from paid search listings. Help with website design and search
engine marketing can be found at
www.onlinewebconsultants.com.
The specialist here are experienced and certified in search
engine optimization and search engine marketing.
About the author:
The author of this article is a certified SEO expert
specializing in search engine marketing and search engine
optimization. He also has a back ground in web design and
website linking services. For help with any of this please visit
www.onlinewebconsultants.com.
