Step Wice SEO

Within each of the PFP engines there are different ways of matching a searcher’s request, i.e. what is typed into the search box, with the search term or keyword bought by the advertiser.

Each company has a definition for these services, definitions that often change, but the basic principles are as follows.

Identical matching (Exact Match in Google AdWordsTM and Standard Match on Overture) – this is where the search term matches exactly as the searcher typed it in:

Relevant matching (Broad or Phrase Match in Google AdWordsTM and Advanced Match on Overture) – this is where the searcher is presented with matches that are relevant in content to the term.

Depending upon the relevancy of the keyword to the term the more likely it is that it will be displayed.

In later chapters the virtues of match types will be identified and applied to each of the objective(s) and strategies surrounding them.

Keywords: keyword, matching, Identical matching, Exact Match, Standard Match, Relevant matching, Broad match, Phrase Match, Advanced Match,

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