Phrase Keyword Matching
Phrase Keyword Matching in search engine advertising refers to an advertiser selecting keyword phrases that enable the advertiser bidding on these keywords to attract a diverse audience searching for the keyword plus words before or after it to trigger the display of their ad.
For example, if the advertiser sells pens, then he may choose to bid on phrase keyword pens. Whenever a search engine user searches for this keyword and words before or after it, the advertiser’s ad is displayed to this user. These keywords could include buy pens, cheap pens, beautiful pens, fountain pens, pens for sale, etc.
This enables the advertiser to reach more potential customers while still having some control over targeting. The ad is less likely to be displayed to customers searching for keywords not related to the advertiser’s product.
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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