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Search Engine Advertising and Keyword Matching
by WebAdvantage.net ©Copyright 2004

Search engines seem to be all the rage these days. Internet 
users want easy accessibility to various sites for shopping, 
entertainment, business, etc. And the best way to do this is 
with the help of search engines like Google, Yahoo, or Overture.

So, how do advertisers get their listings on these ever-popular 
sites? Google and Overture, the two major players in search 
engine marketing, offer two ways--organic (natural) or paid 
listings. We're going to explore the latter and how you can make 
it work for you, particularly with respect to keyword match 
types.

Google Match Types

Google AdWords (http://www.webadvantage.net/tip_search.cfm?tip_id=133) 
is Google's own advertising system, allowing advertisers to 
"create your own ads, choose keywords to tell us where to show 
your ads and pay only when someone clicks on them," boasts its 
site. It is basically a way to purchase Google's search engine 
keywords.

In order to get users to see your Google ad placement, you must 
first determine what keywords you will apply in relevance to 
your ad. Google has four different keyword matching options, 
each with their own stipulations as to how you can target 
different sets of users. General keywords generate the most 
impressions but often result in fewer clicks. On the other hand, 
by changing your matching options you can better target your 
ads. The options are as follows:

Broad Match: The most basic and common option - you include your
keyword/keyword phrase (usually best to go with a phrase because 
users generally search for 2-3 words) in your keyword list. Say 
you list "tennis shoes"...your ads will appear when a user 
searches for the words "tennis" and "shoes" in any order. 
Furthermore, your ad will appear when a user searches for plural 
terms or similar variations.

Phrase Match: When you enter a keyword in quotation marks like 
"shower curtains" your ad will show when a user looks for this 
exact term in this order. It can also be viewed when someone 
does a search for "green shower curtains", but not for "curtains" 
or "shower". Phrase matching is obviously more targeted than 
broad match and is more flexible than exact match, the next 
option.

Exact Match: This is the most targeted option of the four. 
You surround your keyword in brackets - [jewelry cleaner]- and 
subsequently your ad will only show when a user searches for 
"jewelry cleaner", in this order and without any other terms. 
Undoubtedly, this is extremely targeted. You are likely to
receive more clicks than impressions.

Negative Keyword: Perhaps you sell dog collars of all colors--
except green. You can set your keyword for dog collars but add 
the word green as your negative keyword. In other words, simply 
type in -green. If someone wants a green dog collar, he/she will 
not see your ad.

Overture Match Types

Search engine marketers should note that while Google and 
Overture (http://www.webadvantage.net/tip_search.cfm?tip_id=247) 
offer similar services, they apply different terms. So, be 
conscious of this fact when distinguishing between the different 
options.

Overture allows you to bid differently for each match type. 
There are currently three of these options, but Overture also 
allows for negative keywords, like Google.

Standard Match: This is the equivalent of Google's broad match 
option. If your bidded search term is "diamond ring" your ad 
will appear when someone types that exact phrase, singular/plural 
variations of the words, or misspells any word/s.

Phrase Match: Overture will preserve your search term in its 
exact order but will also allow for other terms to be included 
in the query, as well. E.G.- The bidded search term is "golf 
shoes". If a user enters "golf shoes in size 10" your listing 
will show.

Broad Match: True to form, your listing will appear when your 
search term is used in the broadest form. For example, if a user 
types in "car used in James Bond movie" and your term is "used 
car"...your listing will appear.

Regional Targeting

It is important to note that there are also regional targeting 
options for advertisers. Google recently implemented this feature 
and it is sure to gain momentum. Regional targeting allows 
advertisers to not only specify a particular country, but states 
and regions, too. This option can benefit advertisers that are 
trying to reach people in particular areas.

If you are selling your product or services but can only provide 
them to a very specific area, this is a very effective option to 
implement. Prospects in your targeted area/s will see your ad 
even if they enter very general terms.

Determining what keywords you will use is an extremely difficult 
task. Both Google and Overture have keyword tools to assist you, 
but it still takes time, strategy, and good ole' playing around 
to figure out what words are the most effective.

Search engine marketers need simply to put themselves in the 
shoes of Internet users. What terms do they commonly use? What 
combinations?

With some fine-tuning and research, any advertiser is sure to 
gain from paid search listings.

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WebAdvantage.net (http://www.webadvantage.net) is an Internet 
marketing firm specializing in search engine optimization 
(http://www.webadvantage.net/market_searchopt.cfm ), online media 
buying (http://www.webadvantage.net/market_mediabuy.cfm ) and Pay 
Per Click Search Engine Campaigns 
( http://www.webadvantage.net/market_keywordcamp.cfm ). To speak 
with a WebAdvantage.net representative or company president 
Hollis Thomases, call 410-297-9495.
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