• PPC Hero, Wednesday, August 3, 2011 2:09 PM

Keyword match-type strategies vary depending on the goal marketers want to achieve. Broad, phrase, exact, negative, embedded, and modified broad all offer their respective benefits. Bryan Watson defines each and provides a list of benefits, how to properly use each one, and drawback when not used properly. For example, negative keywords disqualify a search from serving up an ad. Retailers selling "red shoes" may not want to show the ad for searches on "red boots." In this case the marketer would add the negative keyword "-boots" to the campaign.

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