These basic principles apply to most of the PPC programs out there, but today I’ll talk specifically about Google AdWords. With Google AdWords there are 4 types of keywords you can bid on. Different keywords types have different features so it’s very important that you understand the difference between them and how they can impact your PPC campaign. So here they are:
Sadly, this is the one that a lot of people are probably doing without even knowing it. If you just have the keyword phrase typed in normally on your keyword list, you’re doing a broad match. Let’s say for example that you’re bidding on the phrase apple developing online courses Your ad will show up whenever a searcher types in apple ipod, blue apple ipod, i want an ipod that’s blue, etc. Any phrase that has those two words in it will bring up your ad. Is this a bad thing? Not necessarily, but you don’t know for sure unless you test it and find out if it’s doing you any good.
To do a phrase match, you just have to put the phrase inside of quotation marks. So sticking with our last example it would be “apple ipod”. Now in order for your site to show up those two words developing online courses to be together. So in this example your ad would show up for apple ipod, blue apple ipod, but not for I want an ipod that’s blue because the two words are not together in the phrase. You’ll need to test these phrase types to see if they work for you or not as well.
To do an exact match, put the phrase inside square brackets like this: [apple ipod]. This will only allow your ad to show up on the phrase apple ipod. This is a third match type you’ll want to test with.
This is how you exclude words from your list. Maybe you don’t sell blue apple ipods. If so, then just add -blue to your list and you won’t show up for phrases with that word.