Effective advertising as most Business owners know is not easy to come by and before you land the ‘right fit’ mode of advertising for your business, you will have kissed a lot of proverbial frogs (the frogs here representing the copious amounts of money you have to spend on various modes of advertising before realizing a particular one doesn’t work for the business)

A couple of our clients interested in ad-words and online advertising that yielded a high viewership numbers and many unique visitors to their website have often asked us how these highly effective – of course if properly used – means of advertising work. We decided to do our research and this is what we unearthed:

Each search engine requires the advertiser to enter the keywords – these determine the search queries for which the adverts could appear. On Google, there are over 200 million searches performed every day, it would be tough if not impossible, to determine all the possible terms potential customers might use to find your business. That is why there are different keyword match types for pay per click advertising:
1. Broad
2. Phrase
3. Exact
4. Negative

Broad match
This means that your advert will appear for the keywords you have entered, as well as search terms which contain your keywords and any other words in any order, as well as some variations of your keywords – misspellings & synonyms.
Example: You have chosen the following keywords, and this is set to broad match:
High heels
Your advert could appear for all of these searches:
High heels
Black pair of High heels
Sexy high heels
History of high heels

Phrase match
Which is denoted with quotation marks around the keywords “phrase match” means that your advert will only appear for some search items which have your keywords in them, in the same order, although other words may also be in the search term.
Example: “High heels”
Your advert would appear for:
High heels
High heeled-shoes
But your advert would not appear for
High end market

Exact Match
Denoted by square brackets means that the advert will only appear for search terms exactly the same as the keywords selected.

Negative match
Denoted by using a dash in front of the keywords, this means that your advert will not appear in searches using that word, no matter what other words are used.
Example: Black shoes
-high heels
Your adverts would appear for:
Black shoes
Smart shoes black leather
Your advert would not appear for:
Black high heels
Advertisers’ can assign as many keywords as they wish to an advert, but only one advert for each URL will be shown. If two advertisers are bidding to show adverts for the same domain, only one will be shown. Which advert is chosen is based on the bids being placed and on the quality of the adverts.