Top Pros And Cons Of Keyword Match In Pay Per Click Marketing

End users (web surfers) offer a plethora of information when they search online

. And, smart business owners capitalize on this, surging above the competition seamlessly. One of the ways they do this in pay per click marketing is to calibrate their PPC campaigns using different keyword match settings.

What Is Keyword Match

Keyword match refers to the guidelines search engines use for determining when and which ads are displayed dependent upon the search query entered by the end user.

There are three types:

Exact Match: With this type of match, your pay per click ad will only show up if and only if the surfer types in an exact keyword phrase.

For example, if your keyword phrase is "bridal store Atlanta", your ad will only show up if the surfer types in this phrase.

Overriding Pro: You can better control your ad budget.

Overriding Con: You potentially miss out on many leads.

Broad Match: With this type of keyword match, your PPC ad is shown even if your exact keyword phrase is not on your keyword(s) list. With broad match, search engines return keyword variations (eg, synonyms, singular and plural forms, phrase variation, etc.).

Continuing with the keyword phrase example above if your keyword phrase is "bridal store Atlanta", your ad may also show up if a surfer types in "bridal boutique Atlanta"; "bride store" and "bridal store GA".

Overriding Pro: You get more leads and sales.

Overriding Con: You can exhaust your budget pretty quickly (depending on niche, etc.).

Phrase Match: Phrase match is can be thought of as a combination of Broad Match and Exact Match. How/why? Your pay per click ad will be shown when a surfer types in the keywords in the exact order you enter them; but not in variation.

For example, if your keyword phrase is "Christmas wedding flowers", your ad would show up if the user typed in: that in phrases like "cheap Christmas wedding flowers" or "discount Christmas wedding flowers"; but not, "holiday wedding flowers" or "Xmas wedding flowers".

Overriding Pro: Allows you more control over your campaign in that you determine when your ad appears.

Overriding Con: Limiting in scope; you may be leaving a lot of traffic on the table.

Like most things in search engine marketing, there is no one match thats right for every pay per click campaign. Knowing the differences between them and the pros and cons allows you to discern which one may be more profitable for your PPC campaigns.

by: Kelly Larsen

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