- If a keyword matches the query exactly, it trumps ones that are not identical. The system will automatically select the identical keyword to trigger an ad. Let’s say a user enters the query “mens running shoes.” You have set both the broad-match keyword as “mens running shoes” and phrase match keyword as, “running shoes”, the system will choose your broad-match keyword because it matches the query exactly.
- If keywords are the same, the system will use the keyword that has the most restrictions. The system will opt to go with an exact phrase match over a broad-phrase match. So in this instance, if the query is “tennis shoes” and you have that selected for broad and exact phrase matches, preference is given to the keywords with the exact restriction.
- Higher ranked ads are given more preference. When one query matches several keywords, the system will default to the keyword that exhibits the highest ad rank. This is calculated by combining the Quality Score and CPC bid.
There are some exceptions to the higher ranked ad rule –
- A keyword may be selected if it contains the exact phrasing of another keyword. For example, if a user searches “athletic shoes for running”, this could trigger both “running shoes” and “shoes for running”. “Shoes for running” will gain preference because it contains all of the words within the query.
- Sometimes, a cheaper ad will be selected. This is a rarity, but in some instances if an ad is cheaper and has a higher QS and rank; it will trump a keyword that matches the query more closely.
This entry was posted on Tuesday, June 26th, 2012 at 4:46 pm and is filed under PPC Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.