Velocitize your web marketing

Making Sense of Keyword Matching

Since I started working at Pole Position Marketing, my family have accused me of becoming a workaholic. I guess I have to admit there must be some truth to that statement. After all, I did take “Paid Search Marketing (PPC) Best Practice Guide” with me on our family vacation earlier this month. In my defense though, we were headed to the family cabin where there was no running water, much less electricity or internet access. And to my further credit, I only read during the 14 hour drive to get there, and I didn’t even finish the 250+ page document.

Be that as it may, I really enjoyed reading what I did get through. I took notes and brainstormed, and have been applying those lessons since my return. I’ve taken the book home (again) for the weekend and look forward to reading and learning more.

What I thought I would do is summarize the most useful bits of information that I came across. I’ve marked several pages for further reference, one of the most useful pages I marked are regarding keyword match types across the different PPC platforms. Having the majority of my experience with Google AdWords, I had a hard time getting my head around the different terminology. I understand Broad Match, Phrase Match and Exact Match, but it wasn’t clear to me what Yahoo! and adCenter called there matching.

The Best Practice Guide made it all much more clear for me and I’ve put together a synopsis of how it makes sense to me.

This alone will make my life, okay maybe just my job, easier. But since my family seem to think that I’m a workaholic, maybe my life and job are one and the same. But I don’t think so. I’d still rather be rock climbing. (although I do admit, taking a laptop on a camping trip so I could type up the brainstorms as they come to me, sounds like a pretty sweet idea.)


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Max Speed

If the Pole Position Marketing team had a muse—and it does—it would be Max Speed. We love Max’s occasionally off-color, usually amusing and always pointed “Maxisms.” (Maybe “Maxims” would be a better word.) Max gives voice to some of the things we think but, bound by professional decorum, aren’t permitted to say. At least, not out loud. Read Max's full bio.

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