Sun Jan 06 15:02:42 PST 2019

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Exact vs. Broad Matching
Many search engines use different matching levels to filter ad targeting.
?Exact match? will only show for search results where the user searched
specifically for your keyword phrase and only your keyword phrase.
?Phrase match? will show when your exact phrase appears anywhere within the
search query with the words in the same order.
Google and Yahoo! may show broad match ads when people search for synonyms
of your keywords or if your broad match keywords appear in the search in any
order your ads will display.
If you are new to pay-per-click, you may want to use exact match and phrase match
until you get a feel for it, unless you are using broad match to discover additional
keyword phrases.
Misspelled Words
Spelling errors are sometimes corrected for by the search matching software, but
sometimes they are not. Bidding on keywords run together, words with missed
keys, and other spelling errors can help generate many cheap keyword variations.
This free tool at http://tools.seobook.com/spelling/keywords-typos.cgi makes
generating a list of misspelled terms quick and easy.
Make sure you do not place the misspellings in your ad copy, as search engines do
not want misspelled ads. It is usually best to put misspelled words in their own ad
campaign separate from your other ad campaigns.
Search & the Buying Cycle
Many people perform multiple searches prior to purchase. Typically early searches
tend to search for generic phrases, and as people get closer to determining what
they want to buy, they search for brand names (or brand name + product
more
frequently.
It may be harder to determine the ROI on the more generic terms than on well-
branded terms as the branded clicks typically fall closer to the purchase date.
Editing Ads
Many search engines will display ads before they have had editorial approval. If
you consistently break their rules, they may no longer want to do business with
you, but sometimes it makes sense to test where the limits are.
Knowing that Google shows some ads before they are reviewed by humans means
that Friday evening would be a good time to run aggressive ads since they might be