Broad match keywords recommended for 'maximum exposure'

29/09/2008

Advertisers looking for maximum brand exposure online should use broad match keywords in their search marketing campaign, it has been claimed.

The suggestion was made in a blog post by Microsoft adCenter's Hana Ondrusek, who explained that the three keyword match types the service offers its customers can be used for very different purposes.

It recommended that firms which want to reach a specific target audience through their pay-per-click (PPC) campaigns should consider selecting exact match, which will only display the ad in searches for the precise term.

This, Ms Ondrusek said, should limit traffic to users looking for a specific product or service.

However, companies seeking extensive coverage should instead select the broad match option for their keywords, in order to ensure their ad is displayed as often as possible.

"Broad match can also trigger displays for synonyms, plurals and related phrases, even when they're not in your keyword list," Ms Ondrusek added.

Meanwhile, PPC Hero has recommended that those planning a search marketing campaign should consider using the dynamic keyword insertion tool offered by Google, MSN and Yahoo.