Four keyword match types will enter, and one will emerge victorious! Learn which keyword match types to use in which situations, and which match type will rule them all! Check out Trada Reviews here: http://www.trada.com/trada-reviews/

1. Keyword Match Types
CAGE MATCH!
#PPCmatchtypes
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2. Matt Hessler,
Director of Account Management
@fasterstill
Anna Sawyer,
Marketing Manager
@annafsawyer
trada.com

3. What are
Keyword Match Types?
Keyword match
types are ways
of entering
keywords into
your campaign to
determine which
search terms
will allow your ads
to appear.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer

4. Search term: Keyword:
a word or phrase a word or phrase
that a user types that an advertiser
into a search adds to an PPC
engine when campaign, which
they’re looking for he hopes will
something. match a search
term entered by a
user.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer

5. As an advertiser, you
want to add lots of
keywords to your
account in order to be
able to reach as many
potential customers as
possible... but you
want to reach an
audience that needs
you.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer

6. Use match types
to ensure that
your ads show for
the right
combination of
relevance and
volume.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer

7. There are 4 keyword
match types.
broad match
phrase match
exact match
modified broad
match
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8. broad match
This is the most
liberal match
type. Ads may
be served for
any version of
your keyword,
including extra
words and
synonyms.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer

9. ads may appear for the
broad match
following search terms
shoes for wrestling
If your keyword is used wrestling
wrestling shoes shoes
wrestling mats
kids’ wrestling
shoes
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10. “phrase match”
Your ad may
appear only when
a user searches on
your exact
keyword phrase
with the words in
that order... but
may include
additional
words.
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11. ads may appear for the
“phrase match”
following search terms
where to buy
wrestling shoes
If your keyword is used wrestling
“wrestling shoes” shoes
Adidas wrestling shoes
kids’ wrestling
shoes
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12. [exact match]
Your ad may
appear only when
a user searches on
your exact
keyword
phrase with the
words in that
order, with no
additional words.
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer

13. ads may only appear for
[exact match]
the search term:
wrestling shoes
If your keyword is
“wrestling shoes”
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer

14. But wait! There’s
one more match
type and it is...
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15. The One Match
Type to Rule
Them All
But wait! There’s
one more match
type and it is...
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16. +modified broad match
Add a plus (+)
sign before each
word in a keyword
phrase that you want
to serve ads to only
when matched exactly
by a search term. The
words without a plus
sign will work like
regular broad match
terms.
trada.com

17. ads may appear for the
+modified broad match
following search terms
wrestling sneakers
If your keyword is
+wrestling shoes wrestling footwear
Matt Hessler: @fasterstill trada.com
Anna Sawyer: @annafsawyer

18. Final thought:
Each match type
has a purpose.
None of them are
“better” (though
we are partial to
modified broad
match).
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19. Here’s where we take two minutes
to tell you that with Trada, you can
have a dedicated team of PPC
experts working for you...
... and it doesn’t cost any more
than if you were to do search
marketing yourself.
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20. Trada has a large, global crowd of certified
paid search experts who do online
advertising for you.
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21. Multiple experts work
on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks
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22. and they already know how to use match types!
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23. It’s pay-for-performance.
There are NO fees:
no startup fees, no management fees.
You can get started right away.
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24. @fasterstill @annafsawyer
Time for questions!
For more information or to schedule a demo, email
sfox@trada.com
trada.com