Keyword Match Types:

When Search Term matches the keyword in the AdWords account,

then the keyword pushes the ad into the auction.
In the Auction, Ad rank is caluculated, Higher Ad rank, Higher Ad postion, Highe
r Ad position,
higher ad will appear, Higher ad appears, Higher number of clicks my ad receives
.
How does the ST Matches the Keywords is what we are going to look into.
-> Match types are always given to Keywords.
1) Broad Match
2) Phrase Match
3) Exact Match
4) Broad Match Modifier
5) Negative Match
6) Embedded Match
1) Broad Match : You write a keyword normally.
Broad Match Type Keywords matches the search Terms very very Broadly.
If Keyword is Red Shoes, my keyword matces the search term even if the search te
rm is Red Flowers,
because the Word Red is there in both k/w and Search Term.
This match type Broadly matches the search term. Even if one word matches,
the ad will go into the auction. It may appear or may not appear depends on the
Ad Rank.
-> This will give you lot of impressions and considerable clicks as well.
But it will definitely give you ir-relevant clicks.
-> So always use the Broad Match type with many Negative Keywords.
-> These clicks will not add to QS.
2) Phrase Match: You write the keywords in double quotes.
"Red Shoes", it matches the ST, when the ST has the word Red Shoes in the same p
rogressive continous order.
i.e Buy Red Shoes (appear),Buy Red Shoes online (appear), Buy Red Color shoes on
line (Doesn't Appear)
Note: Your ad may even appear for the ST, I dont want to buy red shoes.
-> This may give you less clicks than Broad Match type. We are refining the sear
ches to which the ad should appear. But you may not reach your complete audience
because users may not type it in the same order.
-> These clicks will not add to QS.
3) Exact Match: You write the keywords in solid brackets.
[Red Shoes], it matches the ST, when the ST is exactly similar to the keyword.
-> It will give you most definite clicks. It has very limited reach.
It will show the ad to users who are searching exactly as your keywords.
So, When Clicks Increase, CTR Increases, When CTR Increases, QS Increases and ..
............
Note: It is the Exact Match type Clicks you get, which will add to the QS, not a
ll clicks from other match types.
Ex: You may have extremely high CTR, but less QS (reason: you might have got cli
cks from other match types i.e Broad, phrase, BMM)
So, here we always use a report called Search Term Report, to see what users typ
ed on Google.com when my ad appeard. Based on that I will add those search terms
as Exact Match Keywords.
4) ** Borad Match Modifier**: +Red +Shoes, it matches the ST, when the ST has bo
th those words in any order.
It is the most preferred match type. It gets your ad in front of most of your au
dience.
These clicks will not add to QS.
-> More reach than Phrase Match, relevant like Exact Match, and more controlled
than Broad Match.
5) Negative Match: -Free, -Cheap, -PDF, it does not show the ad, if the ST has t
hese words in the ST.
Note: Please be very careful when you add -ve keywords. ***Always use one word n
egative keywords.**
If you dont use one word negative Keywords, then it becomes an Embedded Match ty
pe
6) (Never use it) Embedded Match: Embedded match is a combination of Negative an
d other match types.
it is classified into 3 types, they are -
-ve Broad ex: -blue shoes
-ve Phrase ex: -"blue shoes"
-ve Exact ex: -[blue shoes]
6th Class:

Text Ads & Their Best Practices:
Search Network: The only format of ad that is supported in the Search Network is
Text Ads (*condition).
When the Text ads appear on Google.com in the Right Side Ad Slot, they will appe
ar with 4 lines.
They are:
1) TITLE - 25 Chacacters
2) Description Line 1 - 35 Characters
3) Description Line 2 - 35 Characters
4) Display URL - 35 Characters
--------------------------------------------- only 1-4 lines will appear
5) Destination URL - 1024 Characters
The Destination URL does not appear in the ad, but when the ad is clicked, the u
ser it taken to the destination URL page.
Note: Display URL and Destination URL domain should be same.
NOW, when the ads because of Higher Ad Rank appears at the top of the page,
Google automatically modifies the ads presentation (it does noot look good, if
Google shows 4 lines,
because there is more width available in the top ad slot ) in 2 formats.
NO NO, Google does not automatically modifies the ads, there is a way we can tel
l the system how to show the ads when they appear at the top of the page. Most p
eople dont know and they think Google Automatically does that.
Right Ad Format is:
PPC Training in Hyderabad
Basic & Advanced PPC Training HYD.
6+ Yrs Experience. Register Today!
www.adonaiadvertising.com is changed to 1'st Format
Title - Description Line 1
Description Line 2
Display URL
i.e
PPC Training in Hyderabad - Basic & Advanced PPC Training HYD ( When Fullstop ad
ded after Desc line 1)
6+ Yrs Experience. Register Today!
www.adonaiadvertising.com (Direct Response)
When I don't put a Fullstop after Desc line 1.
Title - Display URL
Description Line 1 Description Line 2
Display URL
PPC Training in Hyderabad - www.adonaiadvertising.com
Basic & Advanced PPC Training HYD 6+ Yrs Experience. Register Today!
www.adonaiadvertising.com (Branding)
Best Practices of a Text Ad.
1) Always use inter-capitalizations.
2) Use Prices & promotions.
3) Use a strong Call to Action Word.ex: Buy Now!, Register Now!, Call us!
Subsribe! (Always use CTA's at the end of Desc2)
4) Use 1 important k/w of your business in each ad.
5) Highlight one quality of your business in an ad (dont write all qualities in
the ad)
Ad disapproval reasons:
1) Entire capitalizations of the word is not allowed. Except Abbreviations and A
cronyms.
2) You cannot use ! Mark in the TITLE of the Ad, but you can use ! mark once in
the ad,
so use it after the Desc 2 line.
3) You cannot use Seperators in the Ads. i.e |
4) Unnecessary punctuations are not allowed. (Ex: "@3000/-", "@200@ FREE/1" **@3
00/- OFF**)
5) Vague and Gimmicky sentences are not allowed. ( freeeee, callllll, SSshhhhhhh
, Awwwww, Cooolllll, asfssdfdsd)
6) Click Here and Best (exception) are not allowed in the ads.
Tell the Highlights, Sell the Benefits.