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PPC - Pay-Per-Click Google AdWords Made Easy

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Chapter 6
"Adwords Keyword Strategies"
In this chapter we'll cover two essential keyword strategies - tools that you absolutely must
be using if you want your AdWords campaigns to be successful.
Without wasting time, let's dive right into it.
Keyword Matching
Keyword matching refers to the basic AdWords functionality of matching your target
keywords to the search queries that users are typing into the search engine every day. If
you are targeting that searcher's geographical location (that means that if the searcher is
in Jamaica and you are restricting your target market to US, he won't see your ad) and if
there is a keyword match, then your ad will be shown for that search (what ad will show,
where it will show, what ranking it will have will depend on your settings).
There are four types of keyword matching that AdWords uses - broad match, phrase
match, exact match and negative match. We've seen the first three before, but let's
review them once again.
Broad match
This is the default option. When you include keyword phrases such as tennis shoes in your
keyword list, your ads will appear when users search for tennis and shoes, in any order and
possibly along with other terms.
Broad matches are often less targeted than exact or phrase matches.
You should be careful with broad matches - they bring in a lot of traffic but it's mostly
untargeted traffic. With broad matching you use negative keywords (see negative
matching below) to cut off unwanted searches. For example, if you are bidding on
website templates you wouldn't want people who are searching for free website
templates to come across your ad - even if they click through they are looking for free stuff
and thus most definitely will not pay, costing you money for nothing.
must
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