Google AdWords recently updated matching behavior to two of the three match types. In the past, Google had three distinct match types: broad, phrase and exact. Now, Google says that phrase and exact match keywords will match close variants, including misspellings, singular/plural forms, stemmings, accents and abbreviations. Previously, advertisers had to manually add all of the aforementioned keywords to their keyword list.
Google believes that these changes will be broadly beneficial for users and advertisers.
Adding misspellings to phrase and exact match types helps advertisers focus on user intent because people aren’t perfect spellers or typists. Google says that at least seven percent of search queries contain a misspelling; and the longer the search query, the higher the rate for a misspelling.
In addition, adding singular and plural forms of keywords as well as stemmings (example for the root trim, including stemmings such as trimming, trimmed, trimmer, etc.) will keep the same intent of the searcher but make it easier on the advertiser to create keyword lists.
Google has been rolling out this new keyword feature and it will be available to all advertisers by mid-May. Advertisers will still be able to use the traditional phrase and exact match types without the added variants if they desire. Under the “Advanced settings” section in the “Campaign settings” tab, Google AdWords users will see the following Keyword matching options:
Yahoo’s new advertising platform, Panama, offers advertisers and online marketers many new features to increase a campaign’s effectiveness.
When it comes to developing a strong Search Engine Marketing (SEM) campaign, advertisers are faced with various decisions. The following is an example of a question advertisers face in the development of ad copy for a campaign:
Does the choice to use a specific matching type on my keywords make a difference in paid search?
The answer is yes. The keyword matching you choose plays an important role in serving ads. Keyword matching is a tactic advertisers can place on individual keywords inside a specific ad group. Keyword matching is prevalent throughout the many search engines’ advertising platforms available today. For example, advertisers can use keyword matching from inside Google’s Adwords advertising program. The keyword matching options available are broad match, Google’s default setting, phrase, exact and negative keywords.
Similar to Google Adwords, individuals who advertise on Yahoo can also utilize a keyword matching system. Yahoo has developed a highly intuitive ad placement system to aid in positioning ads properly for distribution in the Yahoo content and sponsored networks. Yahoo’s default setting is an advanced match, which is a combination of phrase and broad matches.
In the past, Yahoo sponsored ads were delivered only on a bid-to-position system. However, the new system now incorporates relevancy as a key factor when serving ads. Paying the highest maximum bid for a specific keyword may not help an individual gain the top position when ads are displayed.
It is important for Yahoo’s customers to choose wisely when building their campaigns. From within a search engine’s interface, advertisers can easily switch between keyword matching options. The key to developing an effective campaign is to create a specific keyword list and to alternate or mix match types to cover a breadth of search engine result pages (SERP).