Sun Jan 06 23:02:42 PST 2019

312
Ads that are disabled from search syndication due to low relevancy and bid price
still appear in the Google contextual ad program, unless their quality score is too
low to appear there as well.
The whole point of quality-based minimum bids is to squeeze the margins out of
noisy low value ad campaigns.
Broad Match, Phrase Match, and Exact Match
Google AdWords and Yahoo! both have different levels of word matching. An ad
targeted to [search term] (with the brackets
will only show up on the search results
page for the query search term. This is called ?exact match.? Yahoo!?s exact match is
a bit fuzzy, matching plurals and some common misspellings. Google?s exact
match is more precise, only matching the exact search query.
An ad targeted to ?search term? (with the quotation marks
will show up on the
search results page for a query that has search term anywhere in it, in the same order.
This is called ?phrase match.?
An ad targeted to search term (no quotations or brackets
, will show up on the search
results page for any search query that has the words search and term in it. With
broad matching, synonyms to search term may also display your ad. If you decide to
start off with broad matching, you should view the synonyms to ensure none of
them are wasteful. This is especially true with acronyms or other terms with
multiple, well-known meanings.
Google offers all three levels of ad control. Yahoo! offers exact match and Yahoo!
groups phrase match and broad match in a category called advanced match.
Examples Match Type Will Show Results For Will Not Show Results For
[eat cheese] Exact eat cheese any other search
?eat cheese? Google
Phrase
Match
eat cheese;
I love to eat cheese;
you eat cheese
Cheese eat, or anything
else that does not have
both words together in
the same order as the
search term
eat cheese G Broad
(Y!
Advanced
match is
similar

All above options and
searches such as
cheese eating;
ate cheddar.

Expanded broad match
may also show ads for the
following unrelated search
query after the original
search. If I search for
chedder then search for
knitting I might see a
cheddar ad near the
knitting search results.