Keyword matching is an important targeting technique within paid search since it gives you precise control of which ad you display for the combination of keywords entered by searcher. We say „can give precise control‟, because all the search engine networks have default broad keyword matching options which are designed to save time for those managing campaigns. These can give good results with sufficient keywords, so many find extensive use of keyword matching unnecessary. Keyword matching is performed according to different match types specified by the advertisers. These are rules defined by the search networks for controlling when advertisers ads are displayed dependent upon the search term entered by the search engine users. The three main types are broad matching, precise matching and negative matching.
Broad matching where the ad will be displayed if the keyword or related terms are searched upon. Example: for an ad keyword: “plasma TV” the ad may also be displayed if the search term “plasma television” is entered. The same terminology is used in Microsoft AdCenter. Known as the Advanced Match type in Yahoo!
Precise matching known within Google as Exact Match (Example: ad only displays if the precise phrase “plasma TV” is entered and Phrase Match (Example: ad displays if the precise phrase “plasma TV” plus any other words is entered). The same terminology is used Microsoft AdCenter. Known as the “Standard Match Type” in Yahoo where it also contains plurals and other minor variations.
Negative matching where the ad will not be displayed if the searcher includes a specific word (Example: ad won‟t display for “cheap plasma TV” if “cheap” has been entered as a negative keyword). Known as “Excluded Words” within Yahoo! The same terminology “Excluded Words” is used in Microsoft AdCenter. For full recommendations, read the section on Keyword Matching Strategy.
