Build

Some options
Polish your keywords
Identifying non-relevant keywords
Understand customer buying process
Keyword science in buying process
Applying the hotel example
Building the keywords
Expand the root & stem
Keyword Match Types
What’s that?
 Keyword Match Types

Ads are continuously matched to Internet users’ interests based on your keywords
Use keyword match types to your advantage
– Broad Match
– Phrase Match
– Exact Match
– Negative keyword
Ads are placed as buying decisions are made

The Result: Businesses reach their audience at the right

time, with the right message
What are those?
 Broad Match Keywords
Broad match
– Keyword:
• buy flowers
– May show for these queries:
• buy flower
• buy red flowers
• flowers buy
• new york buy flowers
• buy tulips
 Phrase Match Keywords
Phrase match
– Keyword:
• “buy flowers”
– May show for these queries:
• where can I buy flowers
• buy flowers in new york
– But not for these queries:
• buy red flowers (there is an extra word in between)
• flowers buy (the words are reversed)
• buy flower (this is the singular)
• Buy tulips (the words are different)
 Exact Match
Exact match
– Keyword:
• [buy flowers]
– May only show for the query:
• buy flowers
• Buy Flowers (capitalization doesn’t matter)
 Negative Keywords
Negative match
– Keyword:
• -cheap
– Your ad will never show for these queries:
• Buy cheap flowers
• Cheap flowers in New York
 Advanced Match Types
Single word phrase match
– Only show my ad when the query contains my
keyword
– E.g. “flowers” may show for “buy flowers” but
NOT “floral arrangements” or “tulips”
Negative exact match + Broad match
– Only show the ad for variations of my keyword
– E.g. “flowers” and –[flowers] may show for
“flowers delivered” but not “flowers”
How to use match type
Ad copy
Some basics
Framing your Ads
Highlighting
Seasonality in ads
Winning combinations of keywords &
ads
A Good structure
Tighter knit between keywords & ads
The Whole Framework
Account structure: Budget
Account structure: Country
Exercise