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7.3 Keywords and Match Types
LEARNING OBJECTIVES
- Become familiar with match types.
- Learn why match types are important to PPC (pay per click).
We’ll take a look at keyword selection when we go through the process of setting up a campaign, but
first you need to know a little bit more about the different ways we can define keywords in a PPC
(pay-per-click) campaign.
Each search engine requires the advertiser to enter the keywords for which their advertisement
should appear. This list of keywords determines the search queries for which the advertisements
could appear.
On http://www.google.com in the United States, there were approximately 235 million searches
performed each day, [1] and Google estimates that nearly 50 percent of all searches are unique. [2] It
would be a tough, if not impossible, task to determine all the possible terms potential customers
might use to find you. That is why there are different keyword match types for PPC advertising.
Google AdWords uses the following match types:
- Broad match
- Phrase match
- Exact match
- Negative match