| Search engines seem to be all the rage these days. | | | | Google and Overture offer similar services, they apply |
| Internet users want easy accessibility to various sites | | | | different terms. So, be conscious of this fact when |
| for shopping, entertainment, business, etc. And the best | | | | distinguishing between the different options. |
| way to do this is with the help of search engines like | | | | Overture allows you to bid differently for each match |
| Google, Yahoo, or Overture. | | | | type. There are currently three of these options, but |
| So, how do advertisers get their listings on these | | | | Overture also allows for negative keywords, like |
| ever-popular sites? Google and Overture, the two | | | | Google. |
| major players in search engine marketing, offer two | | | | Standard Match: This is the equivalent of Google's |
| ways--organic (natural) or paid listings. We're going to | | | | broad match option. If your bidded search term is |
| explore the latter and how you can make it work for | | | | "diamond ring" your ad will appear when someone |
| you, particularly with respect to keyword match types. | | | | types that exact phrase, singular/plural variations of the |
| Google Match Types: | | | | words, or misspells any word/s. |
| Google AdWords is Google's own advertising system, | | | | Phrase Match: Overture will preserve your search |
| allowing advertisers to "create your own ads, choose | | | | term in its exact order but will also allow for other |
| keywords to tell us where to show your ads and pay | | | | terms to be included in the query, as well. e.g.- The |
| only when someone clicks on them," boasts its site. It is | | | | bided search term is "golf shoes". If a user enters "golf |
| basically a way to purchase Google's search engine | | | | shoes in size 10" your listing will show. |
| keywords. | | | | Broad Match: True to form, your listing will appear |
| In order to get users to see your Google ad | | | | when your search term is used in the broadest form. |
| placement, you must first determine what keywords | | | | For example, if a user types in "car used in James |
| you will apply in relevance to your ad. Google has four | | | | Bond movie" and your term is "used car"...your listing will |
| different keyword matching options, each with their | | | | appear. |
| own stipulations as to how you can target different | | | | Regional Targeting: |
| sets of users. General keywords generate the most | | | | It is important to note that there are also regional |
| impressions but often result in fewer clicks. On the | | | | targeting options for advertisers. Google recently |
| other hand, by changing your matching options you can | | | | implemented this feature and it is sure to gain |
| better target your ads. The options are as follows: | | | | momentum. Regional targeting allows advertisers to |
| Broad Match: The most basic and common option - | | | | not only specify a particular country, but states and |
| you include your keyword/keyword phrase (usually | | | | regions, too. This option can benefit advertisers that |
| best to go with a phrase because users generally | | | | are trying to reach people in particular areas. |
| search for 2-3 words) in your keyword list. Say you list | | | | If you are selling your product or services but can only |
| "tennis shoes" ...your ads will appear when a user | | | | provide them to a very specific area, this is a very |
| searches for the words "tennis" and "shoes" in any | | | | effective option to implement. Prospects in your |
| order. Furthermore, your ad will appear when a user | | | | targeted area/s will see your ad even if they enter |
| searches for plural terms or similar variations. | | | | very general terms. |
| Phrase Match: When you enter a keyword in quotation | | | | Determining what keywords you will use is an |
| marks like "shower curtains" your ad will show when a | | | | extremely difficult task. Both Google and Overture |
| user looks for this exact term in this order. It can also | | | | have keyword tools to assist you, but it still takes time, |
| be viewed when someone does a search for "green | | | | strategy, and good ole' playing around to figure out |
| shower curtains", but not for "curtains" or "shower". | | | | what words are the most effective. |
| Phrase matching is obviously more targeted than | | | | Search engine marketers need simply to put |
| broad match and is more flexible than exact match, | | | | themselves in the shoes of Internet users. What terms |
| the next option. | | | | do they commonly use? What combinations? |
| Exact Match: This is the most targeted option of the | | | | With some fine-tuning and research, any advertiser is |
| four. You surround your keyword in brackets - | | | | sure to gain from paid search listings. |
| [jewelry cleaner]- and subsequently your ad will only | | | | Help with website design and search engine marketing |
| show when a user searches for "jewelry cleaner", in | | | | can be found at The specialist here are experienced |
| this order and without any other terms. Undoubtedly, | | | | and certified in search engine optimization and search |
| this is extremely targeted. You are likely to receive | | | | engine marketing. |
| more clicks than impressions. | | | | The author of this article is a certified SEO expert |
| Negative Keyword: Perhaps you sell dog collars of all | | | | specializing in search engine marketing and search |
| colors--except green. You can set your keyword for | | | | engine optimization. He also has a back ground in web |
| dog collars but add the word green as your negative | | | | design and website linking services. For help with any |
| keyword. In other words, simply type in -green. If | | | | of this please visit .The author of this article is a |
| someone wants a green dog collar, he/she will not see | | | | certified SEO expert specializing in search engine |
| your ad. | | | | marketing and search engine optimization. He also has |
| Overture Match Types: | | | | a back ground in web design and website linking |
| Search engine marketers should note that while | | | | services. For help with any of this please visit . |