Exact Matching: Matching condition is a limited condition that will be triggered only when the search word is exactly the same as the promotion keyword, which is used for precise and strict matching restriction. When using exact matching, if the search term contains other words, or if the word order of the search term is different from that of the keyword, the corresponding ideas will not be displayed.

For example, in exact matching, the promotion keyword "milk powder" does not match the search term "milk powder price" or "whole milk powder", and the promotion information will only be triggered when someone searches for "milk powder", so that the presentation conditions can be completely controlled.

Phrase matching:

1) phrase-accurate inclusion? Only when the matching condition is that the search words of netizens completely contain your keywords, and your keywords are inserted and inverted, can the system automatically display your promotion results.

For example, when the phrase-is accurately included, the promotion keyword "English training" matches the search words "English training", "English training summer school", "which English training institution is good", "English training" and "English training". Does not match the search terms "English tutoring" and "computer training".

2) phrase-synonymous inclusion? Only when the matching condition is that the search words of netizens completely contain your keywords or the deformed forms of your keywords (insertion, inversion, synonyms), will the system automatically display your promotion results.

For example, when the phrases are synonymous, the promotion keyword "English training" matches the search terms "English training", "English training summer school", "English related training", "English training" and "English tutoring". Does not match the search terms "computer training", "basic knowledge of English" and "German training".

3) phrase-core inclusion? The matching condition is that the system can automatically display your promotion results only when the search words of netizens contain your keywords, the deformation of keywords (insertion, inversion, synonyms) or the deformation of the core part of your keywords (insertion, inversion, deformation).

For example, when the phrase -core is included, the keyword "Ford Focus Refurbishment" and the search words "Ford Focus Refurbishment", "Beijing Ford Focus Refurbishment", "Ford Focus Refurbishment" and "Ford Focus Refurbishment" are promoted; "White classic fox transformation", "fox transformation" and other types of collocation. The latter two types are matched by using the core part of the keyword (Fox transform) and the deformation of the core part. Does not match the search terms "Audi A6 renovation" and "Ford Focus car wash".

Extensive matching: when extensive matching is used, when the search words of netizens are highly related to your keywords, even if you don't submit these words, your promotion results may get a chance to be displayed.

For example, taking the keyword "English training" as an example, under the extensive matching mode:

1. Search words that may trigger promotion results include:

1) Synonyms: English training, English training.

2) Related vocabulary: foreign language training, English summer training.

3) Variant forms (for example, adding spaces, word order inversion, typos, etc. ): English? Training, summer training? English

4) phrases that completely contain keywords (the word order cannot be reversed): English training summer school, which English training institution is better?

2. Keywords that cannot trigger the promotion results: English songs and computer training.

Extensive matching can help you locate more potential customers, enhance brand awareness and save your time. Based on these advantages, extensive matching is the most widely used matching method, and it is also the matching method that the system automatically chooses for you.

Advantages and disadvantages of various matching modes

Exact matching

Advantages: you can get the most targeted click access and the conversion rate is high.

Disadvantages: it will reduce the number of creative exhibitions and narrow the scope of potential customers.

Phrase matching?

1) phrase-accurate inclusion

Advantages: accurate inclusion of phrases can more accurately locate potential customers. ?

Disadvantages: You get fewer exhibitions and may lose many opportunities for transformation.

2) Synonymous inclusion of phrases

Advantages: Compared with accurate inclusion of phrases, it is more flexible and can get more potential customers to visit. ?

Disadvantages: the number of exhibitions obtained is between the exact inclusion match and the core inclusion match, and the conversion rate is not as high as the exact inclusion match. ?

3) phrase-core inclusion?

Advantages: Compared with phrase exact inclusion and phrase synonymous inclusion matching, it is more flexible and can get more potential customers to visit. Many words that could not be displayed before can be displayed now. There is no need to rack one's brains to suggest words, and there is no need to list all kinds of words. The matching quality is high and the click rate is improved. ?

Disadvantages: the accuracy of locating potential customers is not as high as that of accurate inclusion and synonymous inclusion. ?

Wide matching

Advantages: This is an effective way to deliver highly targeted products and reach a wide audience, which can bring more potential users to customers.

Disadvantages: click access is not targeted enough, and the conversion rate is not as good as exact matching and phrase matching. It may bring a lot of clicks and trigger more click consumption.

Negative keywords

Advantages: Through extensive matching and phrase matching, customers can get more visits from potential users, and at the same time, by filtering out unnecessary exhibitions that can not bring potential customers access to customers, the conversion cost is reduced and the return on investment is improved.

Disadvantages: after setting negative keywords, the probability of displaying keywords will decrease, that is, the probability of getting the attention of potential customers will decrease.

Actual operation

Keywords =? Wide match?

"[Keywords]"? = ? Exact inclusion of phrase

"Key words"? = ? Phrase synonymous inclusion

“{Keywords}”？ = ? Phrase core contains

[Keywords] =? A perfect match?

"[Keywords]"? =? Matches only phrase matches that completely contain keyword words.

Note: When adding keywords to the promotion unit, the default matching method is extensive matching.

The following figure shows examples of various matches in an account: