I want to make sure I understand how keyword matching works. Let's say I bid on the following: Ringtones Madonna Ringtones Usher Ringtones Does this mean that if someone's search has the words "Madonna" and "Ringtones" in it then it will match the Madonna Ringtones keyword and I will get charged based on my bid for that keyword but if their search has the word "Ringtones" in it but neither "Madonna" or "Usher" in it, then it will match the Ringtones keyword and I'll get charged based on my bid for that? In other words, it will first look at the most specific matches and if there is no matches, it goes to the less specific match? Also, could I bid on both the following? Madonna Ringtones "Madonna Ringtones" And do the exact match keywords typically cost less? How many of you actually use matching other than broad matching and how often? Currently I'm only using broad match. If you bid on an exact match would you get a higher position/cheaper cost than if you had only bid on the broad match?
Basically, your ad will show as described. If someone searches for "Madonna Ringtones", that keyword should be triggered. If someone searches for "Elvis Ringtones", the mosre generic "Ringtones" keyword would be triggered. As for cost, I have never really noticed a huge difference in price between the different match types. I personally would seperate these into three adgroups. And then, apply all three match types to all of your keywords in the tightly knit adgroups. For instance... Madonna Ringtones "Madonna Ringtones" [Madonna Rintones] In one adgroup. Attached to that adgroup would be two ad versions. Both using the exact keywords that you are targeting. so something like this... Get Madonna Ringtones Download Madonna Ringtones... .... www.ringtones.com/madonna Then do the same for the other keywords. ("ringtones", "usher ringtones", etc.) Hope this helps.
Yes, keywords are mapped to the most restrictive keyword in your portfolio, as you described, If someone search madonna ringtone, they will get mapped correctly, but is someone searched michael jackson rington, they will get mapped to just ringtone. The bid you apple to each keyword is how you will be charged as well, so you may be bidding 0.10 on ringtone and be bidding on 0.30 for madonna ringtone. Exact matches are sometimes more or less expensive... Many times they are more expensive, because exact matches only allow mapping to a specific term and exclude all other variations such as ringtone broad will probably get hundreds of thousands of searches per day, if not millions per day. But ringtone exact may only get a few thousand searches per day, thus raising its value since it will not include crazy long tail versions or unwanted artists or songs included with the keyword.