Keyword Match Types

From ChannelAdvisor

Keyword Match Types are commands that advertisers can use to control the range of distribution that a Provider can deliver the ads to. Match type options vary by Provider.

Google

• Broad Match will deliver an ad if the user query includes all of the words in the keyword. It can be in any order or combination

Command: Entered manually as keyword

• Phrase Match will deliver an ad if the user query includes the search terms in the specific order. For example, "tennis shoes" would show up for a user typing in 'red tennis shoes' but not 'shoes for tennis.'

Command: Entered manually as "keyword"

• Exact Match will deliver an ad if the user query includes the search terms in the specified order and without any additional terms

Command: Entered manually as [keyword]

• Negative Match will not deliver your ad if the specific keyword is in the user query

Command: Entered manually as -keyword


Yahoo


• Standard Match will display your ads for exact matches to your keywords. This includes singular and plural variations and common misspellings.

• Advanced Match will deliver your ads to relevant searches that include your keyword within the search query.

• Excluded Match will not deliver your ad if the specific keyword is in the query (see Negative Match). This match type does not work on Standard Match keywords.


Implementation


Our Full Service Search Team utilizes the following Match Type Strategy for Managed Clients:

1. 1 Word Keywords on Exact Match. Since the query-matching probabilities are virtually endless for a keyword with one word, we recommend starting with Exact Match before opening the keyword up to all queries.
2. 2 Word Keywords on Phrase Match. 2 word keywords provide the Search Engines with a little more information on the type of query you are targeting, which will in turn improve the accuracy of the queries they are matched to. However we recommend putting these terms on Phrase Match since there is still a fairly large opportunity for poor mappings.
3. 3 or more Word Keywords on Broad Match. We recommend putting keywords with 3 or more words on Broad Match. Having three or more words will really trim down the possibility of poor matchings and tend to give the Search Engine mapping algorithms with enough information to connect the keyword to relevant queries.