Search Engine Marketing: Keyword Matching Basics

Search engine marketing keywords and icons

The Role of Keywords in Search Engine Marketing

Keywords are a very useful, valuable, and important tools in targeting for Search Engine Marketing (SEM). It is imperative that you conduct extensive keyword research to identify the most relevant keywords to your products or services. By incorporating this keyword research, you will be able to direct people looking for your products or services to the most relevant page on your website. Over time, this yields more traffic to your site, but more importantly, it generates the most qualified traffic to your site.

Additionally, you can use Google’s free keyword analysis tools to help you identify negative keywords which help to keep your ad from appearing to unqualified Google users in the Google search engine rankings. For example, if you sell little dresses (therefore targeting “little dresses” as your keyword) you would be able to identify “little pet dresses” as a negative keyword and thus keep your ad from appearing for something that you do not sell.

In addition to finding the best Search Engine Marketing keywords for your business, keyword research helps you identify the best keyword matchtype for your keyword targeting. Keyword matching and matchtypes allow you to select when your search ad will show based on how closely related the specific words used in a Google search are to your keyword.

Types of Keyword Matchtype

There are five main types of keyword matchtype in Search Engine Marketing. These types include:

  • Broad Matchtype: Your keywords will automatically be broad match type until you change it. This match type allows for broadly relevant searches, including misspellings and variations. For example, if you use the keyword “pet food” and someone searches the term “animal food,” your paid search ad may be triggered.
  • Modified Matchtype: This matchtype allows for your paid search ad to be triggered by very closely related keywords and misspellings. For example, if you target the keyword “digital marketing,” your ad may appear for “online marketing,”
  • Phase Matchtype: This type of match allows for your search ad to be triggered by phrases as well as similar and alternative phrases. For example, if you use the keyword “massage therapy,” your ad may be triggered by phrases such as “massage therapy price” or “best place to study massage therapy.”
  • Exact Matchtype: The exact match type only allows for your ad to be triggered when the word searched exactly matches your keyword. For example, if your keyword is “affordable pet food,” the Google user must enter “affordable pet food” exactly as it appears in order for your search ad to be triggered.
  • Negative Matchtype: Negative match ensures that people who are searching words or phrases not relevant to your business will not trigger your search ad. For example, if you are a nail salon, you may want to add the keyword “drywall nails” as a negative match so that you aren’t drawing in attention from people who are looking for a hardware store instead of a nail salon. Additionally, negative matchtype keywords feature the same level of relevance as the above matchtypes. In other words, you may enter “drywall nails” in either broad, phrase, or exact negative matchtypes.

Contact JumpSIX Marketing for Search Engine Marketing Services

Keyword targeting is one of the most complex components of running a successful Search Engine Marketing campaign. Many business owners and operators struggle with navigating the complexities of the matchtypes and setting up their campaigns effectively.

Search engine marketing and keyword matchtype requires a strategic and ongoing effort (called optimizations). If you are looking for unparalleled and professional Search Engine Marketing services for your business, contact JumpSIX Marketing.

To learn more about SEM and optimizations, read our blog: Search Engine Marketing: The Importance of Optimizations.

We are a collaborative and innovative team that works to provide you with digital marketing services that will bring success and prosperity to your company. Additionally, JumpSIX Marketing offers in-depth Search Engine Marketing audits and analysis. This allows you to gain insight into areas of strength and improvement for your currently running campaigns.

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