In this video interview, PPC expert Matt Van Wagner explains how match types work for Google AdWords and Bing. He outlines how and when to use negative match, broad match, broad match modifier, phrase match, and exact match types. Essentially, says Van Wagner, match type enables you to allow a lot of less-targeted traffic to your site — or less very-targeted traffic. Broad match, the default setting, brings the most traffic, essentially anything that Google or Bing think might be relevant. The idea, according to Google, is to present you with all the possibly relevant traffic, and then have you refine the settings from there. Broad match modifier allows you to specify certain keywords that “must” be part of the search terms. Phrase match, on the other hand, requires keywords — in the order you specify — to be at least part of the search terms. Exact match requires the searcher to type in the precise keywords in the order you specify — and no other keywords. Exact match brings the least amount of traffic, but brings the most targeted buyers and is the most profitable of the available match types. Negative match excludes your ad from showing in searchs that contain a specific keyword that identifies searches who aren’t good prospects for your product or service. Thus using negative match improves you click-through-rate, since only your real prospects see the ad. Matt Wagner is the president of Find Me Faster, since everyone wants their business to be found faster than …

People know to do keyword research to select the appropriate words for organic search SEO and pay per click (PPC) advertising, but often forget to use that knowledge in other media. Search marketing expert Christine Churchill reminds us to use the keywords discovered in keyword research in blog posts, video titles, press releases, and article titles and headings.
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