Pay Per Click Reference

Now that you have settled on a list of keywords for your pay per click (PPC) ads, you need to determine what matching options you should use. There are several different keyword matching options, and they vary from search engine to search engine. Using Google AdWords as an example, all keywords are put into the "broad match" category unless otherwise specified.

Broad match will allow pay per click ads to appear even if the search entry does not exactly match the keyword or keyword phrase. For example, if an advertiser used a broad match for the keyword phrase red widget then the pay per click ads for the following keywords would be displayed.

• red widget
• widget red
• red and purple striped widget
• red widget for sale
• red rocks community college widget repair

Phrase match allows the advertiser to be more selective in when a pay per click ad appears in search results. A keyword is defined as phrase match if entered into keyword list in quotation marks (""). For example, if an advertiser used a phrase match for the keyword phrase "red widget" then the pay per click ads for the following keywords would be displayed.

• red widget
• widget red
• red and purple striped widget
• red widget for sale
• red rocks community college widget repair

Exact match will only allow the pay per click ad to appear if the exact keyword is searched upon. A keyword is defined as exact match if it is entered into the keyword list in brackets ([]). For example, if an advertiser used an exact match for the keyword phrase [red widget] then the pay per click ads for the following keywords would be displayed.

• red widget
• widget red
• red and purple striped widget
• red widget for sale
• red rocks community college widget repair

Negative match allows an advertiser to withhold their pay per click ad from certain keywords. The other keyword matching options specify when your ad is triggered. The negative keyword match helps advertisers to refine their pay per click campaigns so they can be more cost effective by removing scenarios that trigger their ad when it is not applicable. As an example, an advertiser can prevent their pay per click ad from appearing for the following. If you want to include the singular and plural versions of a keyword you have to add both of them in your negative matching.

• cheap red widget
• free red widget
• repair red widget
• red widget for rent
• red widget lost

If you are interested in sending as much traffic as possible to your website, you should use broad match for your keywords. If you want your pay per click ads to be more cost effective, then you should use phrase or exact match with negative keywords. The phrase and exact match options narrow the search phrases that will result in the display of your pay per click ad, however the users who click on your ad will be much more qualified. My experience has found that phrase match is the best option to use when starting a new pay per click campaign. Remember to try different match options to find the one that works best for your pay per click ads.

Next Step

• Write Your Pay Per Click Ads