From the course: OMCA™ Certification for Digital Marketers Test Prep

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Matching keywords

Matching keywords

From the course: OMCA™ Certification for Digital Marketers Test Prep

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Matching keywords

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- [Instructor] Once you have selected your keywords for your strategy, you then determine how the keyword search will trigger your ad. In order to give advertisers control of how often their ad will show, pay-per-click providers have given a number of options that enable a very close management of how often your ad will show based on how closely a searcher's intent can be established. To explain this, I'll cover the four keyword match types. First, the exact match, which is the most restrictive matching option. While it's called an exact match, it isn't really exact. Words can be replaced with variations, such as auto for car, and other articles can come in between the keywords, such as for, if, or from. Exact match keywords are contained in square brackets. Naturally, there are less people that will see the ad, as I'm restricting how often it will show, but the click-through rate of the ad, that is the rate at which…

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