Q: What Microsoft Advertising feature allows you to specify how closely a customer’s search query must match your keyword before your ad is displayed?

A) Targeting
B) Website exclusions
C) Keyword​ match types
D) Incremental bidding

Correct Answer is C) Keyword​ match types.

What Microsoft Advertising feature allows you to specify how closely a customer’s search query must match your keyword before your ad is displayed?

Explanation:

Microsoft Advertising is a pay-per-click advertising platform that allows businesses to reach potential customers through search engine advertising. One of the key features of Microsoft Advertising is the ability to target specific keywords that users search for, and display ads that are relevant to those searches. However, not all searches are the same, and businesses may want to specify how closely a customer’s search query must match their keyword before their ad is displayed. This is where the “Keyword match types” feature comes in.

What are Keyword Match Types?

Keyword match types are a set of options that businesses can use to control how closely a customer’s search query must match their keyword before their ad is displayed. These options include:

  1. Broad Match: With broad match, Microsoft Advertising matches ads to search terms that are related to the keyword, even if they aren’t an exact match. This can include synonyms, related terms, and misspellings. For example, if a business targets the keyword “shoes”, their ad may be displayed for searches like “sneakers” or “footwear”.
  2. Phrase Match: With phrase match, Microsoft Advertising matches ads to search terms that include the keyword as a phrase, in the same order. This can include additional words before or after the phrase. For example, if a business targets the phrase match “red shoes”, their ad may be displayed for searches like “red shoes for women” or “red shoes on sale”.
  3. Exact Match: With exact match, Microsoft Advertising matches ads to search terms that exactly match the keyword, without any additional words or variations. This can include plural forms, misspellings, and abbreviations. For example, if a business targets the exact match “shoe”, their ad may be displayed for searches like “shoe” or “shoes”.
  4. Broad Match Modifier: With broad match modifier, Microsoft Advertising matches ads to search terms that contain the keyword, but not necessarily in the same order. This can include synonyms and related terms. For example, if a business targets the broad match modifier “+red +shoes”, their ad may be displayed for searches like “shoes that are red” or “red high-heeled shoes”.

Why are Keyword Match Types Important?

Keyword match types are important because they allow businesses to control the relevance of their ads to a customer’s search query. By using different match types, businesses can target a broader or more specific audience, depending on their goals and budget.

For example, if a business uses broad match for their keyword, their ad may be displayed to a wider audience, but may also result in more irrelevant clicks and lower conversion rates. On the other hand, if a business uses exact match, their ad may be displayed to a smaller, more specific audience, but may also result in higher click-through rates and conversion rates.

By using the right match types, businesses can optimize their advertising campaigns and achieve better results.

How to Use Keyword Match Types in Microsoft Advertising

To use keyword match types in Microsoft Advertising, businesses can follow these steps:

  1. Sign in to their Microsoft Advertising account and navigate to the “Keywords” tab.
  2. Add a new keyword or select an existing keyword to edit.
  3. Choose the desired match type from the dropdown menu.
  4. Save the changes.

It’s important to note that businesses should carefully consider which match types to use for each keyword, and monitor their campaign performance regularly to adjust their strategy as needed.

Conclusion

In conclusion, keyword match types are an important feature of Microsoft Advertising that allows businesses to control how closely a customer’s search query must match their keyword before their ad is displayed. By using different match types, businesses can target a

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