How to maximize the use of various matching methods—— Google SEM

A wide range of matches （ Default match type ）

Make advertising available to The widest possible audience To display , And ensure Don't miss any search , She used... For keywords A wide range of matches .

At run time , The role he played ？

If The user's search terms Contains keywords （ Or spelling mistakes 、 Any variant of a synonym or related search ）, Extensive matching will trigger your advertisement to be displayed .

If you don't want to spend too much time making a detailed list of keywords , Suggested choice A wide range of matches . Under this matching mechanism , Your keyword will match more variations of the search term , And you can cover users who are not necessarily searching for your specific brand or business . This is like casting a big net to cover the search related to your keywords .

With the help of Wide match modifier , You can indicate whether a specific concept related to a keyword must appear in the search you cover .

Phrase match

With quotes Enclose the keyword to set the keyword as phrase matching . thus , Only the user searches for words and keywords within quotation marks Or its close variant form , Will trigger your advertisement for display .

This matching method differs from the extensive matching modifier in that it requires The user's search terms cannot have any additional words between them , The similarity lies in allowing extra words to appear before and after phrases . But because of the tight variants , Great changes have taken place . At present, phrase matching and extensive matching modifiers are combined .

perfect match

To use exact matching , Should use square brackets Include the key words . In this way , Your advertisement will only be displayed when the meaning of the search term is consistent with your keyword . Trigger words can include close variant forms of keywords , For example, spelling mistakes 、 Plural forms and synonyms .

This matching method is different from phrase matching , It requires that there should be no other words before or after the search term .

An exact match keyword will only match searches that have the same meaning as the keyword . let me put it another way , Such keywords do not match searches that contain other concepts or details that are not in the original keyword .

The case shows ：

If a Jiu uses exact matching keywords  [ Children's bicycle promotion ], Whether the user is searching Children's bike Promotion 、 Promote children's bicycles still Promotion of children's bicycles , Will see her advertisement . This helps her narrow her audience , So that only potential customers can be covered . Her ads will not be aimed at just search Children bicycle Anyone who shows , Because this query does not contain Sales promotion The concept .

Be careful ：

If you need more flexibility than exact matching , More targeted matching than extensive matching , Suggested choice Phrase match . Phrase matching can help you cover more users , At the same time, it is still guaranteed to display advertisements to users who are most likely to search your products or services .

If you attach great importance to matching specific user searches , Suggested choice perfect match . Exact keyword matching allows you to overwrite only searches that have the same meaning as the keyword .

  Exact matching, though to some extent, helps to better extend . But there are some special industries , Such as brewing equipment , The smooth wear plate will make the account automatically match a large number of invalid words . Disordered flow .