From the course: OMCA™ Certification for Digital Marketers Test Prep
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Matching keywords
From the course: OMCA™ Certification for Digital Marketers Test Prep
Matching keywords
- [Instructor] Once you have selected your keywords for your strategy, you then determine how the keyword search will trigger your ad. In order to give advertisers control of how often their ad will show, pay-per-click providers have given a number of options that enable a very close management of how often your ad will show based on how closely a searcher's intent can be established. To explain this, I'll cover the four keyword match types. First, the exact match, which is the most restrictive matching option. While it's called an exact match, it isn't really exact. Words can be replaced with variations, such as auto for car, and other articles can come in between the keywords, such as for, if, or from. Exact match keywords are contained in square brackets. Naturally, there are less people that will see the ad, as I'm restricting how often it will show, but the click-through rate of the ad, that is the rate at which…
Contents
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Exploring the benefits of paid search advertising3m 41s
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(Locked)
Defining paid search terminology and account structure4m 1s
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(Locked)
Targeting keywords4m 11s
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(Locked)
Matching keywords4m 15s
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(Locked)
Bidding on keywords4m
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(Locked)
Navigating paid search metrics and quality score4m 33s
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(Locked)
Writing compelling paid search ads3m 51s
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(Locked)
Sending clicks to the landing page3m 8s
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(Locked)
Testing and optimization of campaigns4m 17s
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(Locked)
Extending your reach with programmatic ads3m 34s
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(Locked)
Using remarketing or retargeting to reach prospects3m 29s
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(Locked)
Buying programmatic ads and measuring results4m 47s
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