Keyword Matching
Keyword matching in search engine advertising refers to selecting keywords that enable the advertiser bidding on these keywords to control which keyword searches trigger the display of their ad.
For example, if the advertiser sells watches, then he may choose to bid on keywords such as watches, men’s watches, women’s watches, luxury watches, cheap watches, etc. Whenever a search engine user searches for one of these keywords, the advertiser’s ad is displayed to this user.
There are different keyword matching types that provide even more targeting control over which keywords for which to display an ad. These include Broad Keyword Matching, Exact Keyword Matching, and Phrase Keyword Matching.
Author: Kris Tabetando
Kris Tabetando provides mergers & acquisitions (M&A) advisory and brokerage services to Internet companies. He also partners with investors to acquire & manage Internet businesses.
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