Selecting the match types for your keywords


show more Selecting the match types for your keywords provides you with in-depth training on Marketing. Taught by Elizabeth Marsten as part of the Pay-Per-Click Fundamentals show less
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Selecting the match types for your keywords

Google and Bing offer four different match types. Broad, modified broad, phrase, and exact. The match type you choose will depend on the amount of traffic you're expecting from your keywords and the negative keywords you had in place. You should have a negative keyword list in place at the campaign or ad group levels. If you'd like to learn more about this see my video on negative keywords. Please, they're important. So what match type do you use, where and why? And don't panic yet. I have one really basic rule of thumb to think about whenever you're not sure what to do, which is to use a phrase match to start with.

You can always change it later. So if you're in the process of building an account right now and don't have the bandwidth, either time or mental capacity, this is a good place to start. Otherwise, let's walk through the different match types. What they mean. And how you might use them. Once again, using our example of our imaginary dog collar product line. Let...

Selecting the match types for your keywords
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Selecting the match types for your keywords provides you with in-depth training on Marketing. Taught by Elizabeth Marsten as part of the Pay-Per-Click Fundamentals

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