• CDF Networks, Wednesday, January 2, 2008 4:30 PM

AdWords gives search marketers multiple ways to have their ads served according to which keywords searchers type in--broad match, exact match, phrase match and negative match. And, as with most campaigns, the best setting is determined by the promotion's goals (i.e., lead generation, actual sales, discounted sales, etc.).

But Chad Frederiksen gives his take on which setting has worked best for his clients and their affiliate marketing efforts, and that's phrase match. With phrase match, "you get the specific long-tail targeting ability of exact match, with the flexibility of broad match thrown in," says Frederiksen.

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