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Is [Exact Match] Right for You?

Posted on 6.04.2007
When developing a Pay-Per-Click strategy you’ll need to not only determine keywords, budgets, landing pages and bids, you will also need to chose what type of matching scheme will be the most successful for your goals. Google offers three matching types: broad, phrase and exact match. Broad match provides the highest volume of traffic yet typically has the lowest conversions; conversely, exact match typically generates less traffic but has the highest conversation rates.

With exact match (called “standard match” in Yahoo),  users must type in the exact keywords in the order in which you’ve bid on them. For example, I sell tennis shoes.  If  I am bidding on this term using exact match, (this occurs by placing brackets around the term [tennis shoes] in my Google account), then my ads will only be served when a visitor has typed “tennis shoes” in that exact order. If I want my ads to appear for the keyword, “shoes for tennis,” then I would need to bid on and run this term as well.  

Conversion rates are almost always higher when running your keywords as exact match and you can rest assured knowing that you are running a highly-targeted campaign to qualified traffic, visitors who are interested in exactly what you are advertising. The downside is that you may be missing other terms or ways your customers search for your product.  

Exact match is the most targeted option and recommended as the best way to start your pay-per-click advertising campaign. As you uncover your click through and conversion rates for your keywords, you may then want to broaden your match types to include related searches. The key to your PPC success will be to optimize your campaigns with exact matches for those visitors at the short end of the buying cycle and with broad or phrase match for those at the long end of the buying cycle.

About the Blogger:
Sherri Maxson is an SEO/Internet Marketing Consultant at PrarieWeb Internet Marketing.
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