What is keyword matching? Just like Cupid’s arrow 🏹, it triggers search results with the keywords searched by users, helps users find what they need, and builds a bridge connecting users for advertisers. It really hits the target! This time, the keyword matching method has been upgraded and streamlined to the [3+1] mode, which ensures the effectiveness of advertisers' advertising while allowing for more confident independent expression. The new match still retains the original hierarchical inclusion relationship. For example, if a keyword is set to "Phrase Match", the keyword can be triggered by "Exact Match" or "Phrase Match". The hierarchical inclusion logic remains unchanged. Similarly, we can also sort the new matching [3+1] mode according to the coupling degree between the matching method and the search term: advertisers can still follow the principle of "high price for close and low price for broad" and express different bids for keywords. But what’s so “new” about the new match? Let’s break them down with specific definitions and examples to understand the differences and key points of use. 『Exact Match』-When the user's search term matches the keyword or synonymous variation of the keyword submitted by the advertiser, the search ad will be triggered.📢Analysis: Exact matching is the core and important method that customers pay the most attention to. In order to ensure the effect of the delivery, optimizers will pay a high price for exact matching keywords. At the same time, by controlling the complete consistency between the search terms and the literal meaning of the keywords, the purpose of controlling delivery and controlling costs can be achieved. And by regularly checking the search term report, new search terms can be added as keywords in a timely manner. Behind the common operating methods, we can see that the expression of search has rich dynamic changes ; the richness and diversity of Chinese expressions and the differences in mobile phone input habits will cause search engines to generate 15% of new search terms every day, and correspondingly a number of search terms will disappear. Search engines naturally have the powerful ability to understand and track closely synonymous content, which can free advertisers from tedious work without missing out on high-value potential customers - synonymous variants are thus generated. Exact match synonymous variant examples: (Real case of online test account) "Phrase match" - the search ad will be triggered if the user's search term contains the keyword submitted by the advertiser or a synonymous variant of the keyword, or if the user's search term and the keyword submitted by the advertiser are inserted in front, middle or back or in a different order, provided that the meanings are consistent. 📢Analysis: Let's use an example to intuitively feel the difference between exact match and phrase match in the new match. Example 1 (real case of online test account) Example 2 (real case of online test account)
(1) Among the many search terms, none of them is literally the same as the keyword. Strictly requiring exact matches of the exact words will result in the loss of high-value search terms. (2) Setting keywords to phrase match will trigger more search terms, which may include high-value search terms, but phrase match cannot replace the use of exact match. (3) Accurate matching results in high prices, while phrase matching results in relatively low prices. This is the correct way to implement refined delivery. "Smart Matching - Core Words" - Advertisers can actively circle core words on newly submitted keywords. The core words and their synonyms will be included in the user's search terms, and the rest will be intelligently matched to the user's search terms based on semantics and intent relevance.📢Analysis: Smart matching is a matching method that covers more traffic than phrase matching. Many advertisers compare it to the phrase core or broad matching in the past, but it is different - the expression of core words . In the past, many customers referred to "phrase core" as "small broad", which shows that advertisers have relatively no control over the expansion scope of the phrase core and have no concept of boundaries. Customers are worried about matching too much irrelevant traffic, but the number of account negative words is limited and cannot be exhausted. The emergence of core words just meets the demands of advertisers to expand the volume and express themselves beyond phrase matching. The intention of using "Smart Matching-Core Words" is to use relatively broad triggers, cover more traffic, and offer low prices. The expanded search terms should not deviate from the central theme and should have a wide coverage. In specific delivery, we recommend using short words as core words . Example (real case of online test account) With the "Smart Match - Core Words" approach, the coupling between keywords and search terms is further broadened. Setting "Smart Match - Core Words" for the same keyword and defining different core words will have different effects. For example, in the following example, the ability to expand volume by defining the core word {chronic pharyngitis} is significantly different from that by defining {pharyngitis}. The recommended bid is lower than that of phrase matching, thereby stabilizing account costs . If the expansion capacity is reduced because the core words are too long and the bid is also low, then this batch of keywords will not be able to achieve the advertiser's delivery goals and the promotion effect will not be as expected. After the matching method is upgraded, advertisers can only manually circle the core words for newly submitted keywords. Therefore, when the old matching is switched to the new matching, the keywords included in the core of the original phrase matching will be uniformly switched to the intelligent matching core word mode through system recognition . In addition to the one-stop delivery platform, it also supports the promotion assistant (Editor) to complete keyword matching operations. 『Smart Match』-The system intelligently identifies the user's search terms. When the keywords submitted by the advertiser are related to the user's search term search intent, the search ad will be triggered.📢Analysis: It is the broadest matching method. Smart matching has stronger scalability and the widest literal coupling - it is related to the search intent, which means it may not be literally related. It is recommended to enter the search oCPC second-level account and select smart matching. Smart matching example (real case of online test account)
For any matching method, the ultimate goal is to choose the appropriate method in different scenarios, activate accounts, and achieve advertisers' marketing goals. The upgrade of Baidu search promotion keyword matching method will help advertisers better achieve their goals. ( Dongguan Feng Chao's blog ) |
