FAQ: What is Search Engine Optimization?

Overture Switching to Broad Match as Default

Pay per click programs have a variety of options on how a search phrase will be matched with searches conducted on the web. By default, Overture’s system has used something close to an exact match, so an ad for the phrase “Cayman diving” would be displayed on searches for that exact phrase along with a few variations including “Cayman and diving.” This tends to work well for advertisers because their ads are very targeted, yet they may be missing out on additional relevant traffic from phrases such as “Cayman diving resorts” or “diving Grand Cayman.” That’s a good thing, but your ad could also end up being matched to terms less relevant that are not worth paying for. That’s not good, unless you’re Overture, who will money off of clicks whether you do or not.

How will this affect you? As you add new terms to your account, keep in mind that they’re going to show up for more than the exact phrase you’ve chosen to advertise on. Be sure to disable broad matching if you don’t see the value in it. If you do choose to keep broad matching turned on, be sure to load a set of negative keywords to prevent your ad from being displayed on irrelevant or poorly performing phrases. We offer a list of common negative keywords originally designed to deal with this problem in Adwords, but could now help prevent similar problems in Overture.

Vary bids by match type - This is an extremely handy feature because there are many instances where broad matched search phrases will provide relevant traffic if the price is right. We’ve found that this is most efficient way to manage this is from the Manage Categories screen within the DirecTraffic Center. Select a category of terms, click Bid Options, and then click on Bid by Match Type. Be sure to set the Match Type Options to phrase or broad to take advantage of that traffic.

Identify Phrase and Exacts in your Broad Matches - The August Search Engine Strategies conference in San Jose, CA, included a seminar on broad matching which is turning out to be a very timely topic. The presenters explained that broad matching will definitely bring in additional traffic, but it won’t necessarily convert at the same rate as exact or phrase matched traffic. Matt Van Wagner of Find Me Faster explained that his firm addresses this by using broad match to capture additional relevant traffic, then analyses his client’s stats to identify conversions generated through broad matched traffic. As converting phrases are identified, they are then converted over to exact or phrase matches. A slight twist on this is to identify converting phrases from non-paid search results, then buying those phrases. Clearly, if a phrase has proven to drive paying traffic to your site, anything that can be done to bring in more of that traffic is a good thing.

Ed Kohler is the President of Haystack In A Needle, Inc., a web marketing firm in Minneapolis, MN, offering search engine optimization and pay per click advertising consulting services.

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