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Three options are available here:
‘Exact’: ‘exact’ matching implies the most demanding criterion: what the searcher enters must correspond perfectly to that which has been bidden on if the adtext is to appear in response.
‘Broad’: broad matching is, on the contrary, the most tolerant type. Even if the relevant word/phrase is only a part of what the searcher enters, the adtext will still appear in response.
Individual keywords and phrases can be bid on in both an ‘exact’ way’ as well as in a ‘broad way’. The third type of bidding, however, applies only to phrases.
‘Phrase’: if someone has bid on a phrase, and that phrase is included in what a searcher enters, the adtext will appear. The phrase, however, must be intact, though other words may precede and/or secede it.
Broad and phrase matching institute an indefinite number of ways in which a searcher may arrive at a certain adtext. If one thinks of the site as a shop, then a wide entrance, helping to draw customers in, is a substantial benefit: only on site, within the shop can a transaction be made. The adtext, however, differs from an ordinary shop doorway, in that an expense is incurred each time someone is transferred from the adtext to the site. Bidding on negative keywords allows one to avoid unnecessary expenditure in this regard.
Negative Keywords: Unlike the other types of bidding, bidding on negative keywords is a way of preventing ones adtext from appearing, and thus, a certain kind of searcher from clicking on it.
Consider this scenario: Entrepreneur E is selling calculators, one of which is the Hewlett Packard 17B. In order to maximize the chances of a potential buyer finding his way to his site he bids on ‘Hewlett Packard 17B’using phrase matching. A percentage of the people who reach his site, however, never actually make a purchase. Closer examination shows that although all these people have entered the product name, many of them have conjoined it with ‘manual download’ or ‘user’s manual’ or some such variant. These people most probably own the calculator already and are, therefore, unlikely customers.
A well organized campaign, foreseeing this kind of complication, avoids it, or, at least, makes the relevant adjustment as soon as it becomes apparent. E’s difficulty is resolved, or better yet avoided, by bidding negatively on such ‘culpable phrases’ which then precludes such unnecessary costs.
Next is Account Structure
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