| If you want to make money with pay per click (PPC) | | | | It may also match parts of a word, or a plural word |
| advertising, you need in depth information to achieve | | | | to a singular word. So a search of "garden advice" |
| any real lasting success. Although many products and | | | | could bring up the ad worded "garden hose", and a |
| e-books give only a smidgen of information, while | | | | search of "gardens" could also bring up the ad |
| promising you will become an expert overnight, there | | | | worded "garden hose". |
| are some legitimate products available. | | | | *Phrase Match Keyword - in this case, the search |
| Just as a college professor would do, a legitimate | | | | query must contain the exact phrase which is |
| training program should break down and define | | | | contained in the ad. So if the ad keywords are |
| things... and make them clear. | | | | "durable garden hoses", the search terms must |
| One area that you need to understand to help you | | | | contain that phrase - however, the search can |
| write successful ads is the various "types" of | | | | contain additional words before or after the phrase, |
| keywords that you can use. In pay per click | | | | and will still show up in the search. If the searcher |
| advertising there are four types of keywords that | | | | enters "plastic durable garden hoses" the ad will show. |
| will affect your pricing and where your advert will | | | | But if the searcher enters "plastic garden hoses" or |
| rank for a given search. And you generally need to | | | | the ad will not come up. |
| rank highly in order to optimize your ability to reach | | | | *Negative Match Keywords - this is a way to assure |
| potential customers. | | | | your ad does NOT show up when certain words or |
| The four keyword types are exact, broad, phrase | | | | phrases are used in a search. For instance, if you |
| and negative. Their precise definitions are as follows. | | | | don't want "plastic" to come up with your garden |
| *Exact Match Keywords - this is a form of keyword | | | | hose ad, you would make the word "plastic" a |
| that has to be exactly the same in the search query | | | | negative keyword. If that word is anywhere in the |
| as the keyword in your PPC ad. For example, in | | | | search phrase, your ad won't be shown, regardless |
| many search engines, the keyword term "garden | | | | of the definitions noted above. Hopefully you can |
| hose" will match only search listings or ads that match | | | | apply these definitions to your Pay Per click |
| those exact two words, nothing more and nothing | | | | advertising program. |
| less. The match is exact. | | | | One last point... all the PPC search engines do NOT |
| *Broad Match Keywords - in this option the words in | | | | treat words in the same way. The definitions above |
| the search can match the individual words in the ad, | | | | tend to relate mostly to Google PC searches (via |
| regardless of the order in which the words are | | | | Google AdWords) only. Other PPC search engines like |
| arranged. So a search of "hose garden" will match an | | | | Yahoo search and MSN / Bing have slightly different |
| ad with the keyword "garden hose". And a search | | | | interpretations... so check what the rules are for the |
| for "garden" or "garden shed" could also match. | | | | particular search engine advertising you are using. |