Are you trying to decide which match type is right for your business and your keyword list? Do you want to make sure your campaign is reaching the right people at the right time? Then this is the blog post for you!
Determining which keyword match type best suits your marketing strategy is one of several key aspects of your search marketing campaign. If you use the right keyword match type in Microsoft adCenter, you can increase the possibility of converting a visitor into a customer who could buy your products or services.
Microsoft adCenter offers three keyword match types: broad, exact and phrase. Your search marketing campaign can include all three of them or just individual match types. Let’s review some examples:
| Match type |
Query Search
|
Example:
|
| Exact Match |
Red convertible
|
Your keyword "red convertible" would only match searches for "red convertible" with no spelling variations. |
| Phrase Match |
Red convertible |
Your keyword "red convertible" would match searches for "red convertible" and " big red convertible" but not "yellow convertible " or " convertible red" |
| Broad Match
|
Red convertible
|
Your keyword "red convertible" would match search queries that include "red convertible," "red convertible car" or "red car convertible” and other variations, and not just "red", "car” or “convertible." |
Key points:
ü Broad match - > prompts the display of your ad when individual words in your keyword appear, in any order, in a customer's search query. Broad match can expand to include words that are closely related to your keywords. So if someone searches for "used or new red convertible car" then your ad will show up. Also, adCenter could sometimes expand to include "vehicle" to maximize your searches.
ü Phrase match - > prompts the display of your ad if the word or words in your keyword appear in a customer's search query in the same order —even if other words are present in the typed query.
ü Exact match - > prompts 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. Note: If you do not specify a match type, Microsoft adCenter uses broad match by default.
Setting up match type:
ΠOnce you log in to your adCenter account, go to the ad group and by clicking the Edit Keywords, you will be presented with several options.
You can add keywords to new and existing ad groups. For an ad to go live, its ad group must contain at least one keyword, and all keywords must adhere to the Microsoft adCenter Editorial Guidelines.
Ž If you have a large number of keywords, you will benefit from the Bulk Edit and Import Keyword Features.
Once you are done editing your keywords, you can proceed to selecting your match type. Click Continue.
You can apply the same bid to all the keywords in this ad group
‘ You can allow the system to estimate bids required for your ads to show in first position and updates your bids. Keep in mind that this is an estimate, so there is no guaranteed that your ads will start showing in the first position.
’ You can update individual bids by selecting the cell in the Current Bid column and typing in the new bid.
Note: To ensure that your changes are saved, hit the Save button on the page.
Tips and Best Practices:
First, understand who your audience is and what their goals are:
ü If you are looking to get maximum coverage and brand exposure, our recommendation is to include all three match types. If your customers search by using the words in your keyword list, in any order, your ad will display. Broad match can also trigger displays for synonyms, plurals, and related phrases, even when they're not in your keyword list.
ü If you have a specific target audience, then you may not want the coverage or wide net distribution. You can evaluate your keyword list and select “Exact” match type. This will limit the traffic coming to your site unless your users enter the exact keyword you are bidding on.
Once you have implemented your bidding strategy for some time, you may still want to re-evaluate your match type performance. You can reassess your match type performance by running a keyword performance report and including the “delivered match type” column. This report shows how your keyword match type is corresponding to the search queries. This will also provide you and insight into which keywords and match types are bringing the highest return on investment.
Thank you for reading and good luck!