Keyword matching mode

The definition of matching mode is also called keyword matching method

When netizens search, the system will automatically select corresponding keywords and display the promotion results to netizens. Companies can use search matching methods to determine the correspondence between netizens’ search terms and keywords.

Classification of matching patterns:

Exact matching, phrase matching, smart matching-core words, smart matching.

Precise matching : The keywords and their synonymous variants submitted by advertisers will keep the overall accuracy and consistency of the user's search to help advertisers accurately compete for target traffic.

When the literal is the same, there are spaces in the search term, and the keywords without spaces can be matched exactly

Phrase matching : keywords or synonymous variants of keywords submitted by advertisers will be included in the user’s search terms, or if the meaning is the same, they will be inserted or changed before the search term, such as system The categories for which keywords are identified can contain search terms and can also be presented with opportunities.

Smart matching-core words: the system will automatically delineate the core words in the keyword. You can also delineate the core words manually. When creating a new keyword, you need to add braces on both sides of the core word to be delineated and add it directly.

Smart matching: Using the smart matching mode, when advertisers submit keywords, the system will intelligently understand and match user search terms related to search intent, helping advertisers reach a large number of potential customers.

Negative keywords

There are two types: phrase negative keywords and precise negative keywords.

The definition of matching mode is also called keyword matching method

Classification of matching patterns:

Exact matching, phrase matching, smart matching-core words, smart matching.

Exact match :

The keywords and the synonymous variants of keywords submitted by advertisers will keep the overall accuracy and consistency of users' searches to help advertisers accurately compete for target traffic.

When the literal is the same, there are spaces in the search term, and the keywords without spaces can be matched exactly

Take the keyword "English training" as an example, under precise matching:
1. Search terms that can trigger promotion results: English training, training English, and English training.
2. Search terms that cannot trigger promotion results include: search terms that include keywords: such as summer English training and Beijing English training. The search habits of netizens vary greatly. When expressing their needs for the same product/business, they may use a variety of search terms. With the upgraded exact matching in 2020, advertisers no longer need to list the search terms that netizens may use one by one, and submit them to the system as keywords, so as to avoid the incomplete listing and greatly reduce the chance of acquiring potential customers.

When the keywords you set include regional words, the Internet users located in the region (judging by IP address) search for parts other than the regional words, and your promotion results may also be displayed. For example, if you set the keyword "Shanghai Photovoltaic Cable" (exact match), Internet users located in Shanghai may also see your promotion results when searching for "Photovoltaic Cable", while Internet users located in other regions outside Shanghai search for "Photovoltaic Cable". Will not show the results of your promotion.

Phrase match :

The keywords or synonymous variants of keywords submitted by advertisers will be included in the user’s search terms, or if the meaning is the same, they will be inserted before, during, and after the search term, or the order will be changed, if the system recognizes the key The category of words can include search words, and can also get opportunities for display.

Smart matching-core words:

The system will automatically circle the core words in the keyword. You can also delineate the core words manually. When creating a new keyword, you need to add braces on both sides of the core word to be delineated and add it directly.

Smart matching:

Using smart matching mode, when advertisers submit keywords, the system will intelligently understand and match user search terms related to search intent, helping advertisers reach a large number of potential customers.

Negative keywords

There are two types: phrase negative keywords and precise negative keywords.

Star customers	Negative keywords	, Precise negative keywords	IP block number
Inactive customers	200 pcs	200 pcs	200 pcs
One Star Equity Customers	200 pcs	400 pcs	300 pcs
Two-star equity customers	400 pcs	700	300 pcs
Samsung equity customers	500 pcs	900 pcs	300 pcs

1.目前搜索推广系统提供否词量包含200个短语否和200个精确否。相对对大账户而言，这个数值可能是不够的。所以否定关键词的设置，很重要的一点就是合并同类项的能力，而不是看到不相关的关键词精确否定掉了事，还得有预见性。以合适的方式否定掉将来可能出现的其他不相关搜索词。预见性很重要，筛选出来无效关键词后，要进行分析。每个无效关键词背后可能是一类无效人群。一定要分析无效词产生的原因，可以借助关键词工具去拓展相关无效词，要有关键词敏感度。

2.优先考虑短语否定，再考虑精确否定。这个顺序很重要。能短语否定的尽量短语，因为精确只能否定一个词。当然，有些词只能精确否定（点击高的单名词），关键词匹配方式也很重要而且两者需要相互配合。

3.否定关键词列表也需要不断去补充、完善、合并及优化的，定期查看搜索词报告，即时监控无效流量，除了每天的查看之外，还可以按周、按月、甚至按业务周期查看。这样对某个时间段的无效关键词流量有一个全局的观念。

4.作为SEMer平时整理一份自身行业常用的否定词，在新建计划的同时就可以直接添加进去。例如招聘的“聘”、“招工”、“案例”、“模板”、“素材”、“图片”、“视频”等等这些对于多数行业都是通用的否定词。

冷门否定关键词：指的是那些至少90天内没被网民搜索过的否定关键词，这些否定关键词虽然存在于账户中，但实际上近期并没有网民搜索过，所以没必要再将其设置为否定关键词，占用否词额度。

否定关键词的使用技巧

注意：

选择否定词的步骤

优先考虑单字否定词，随后考虑多字否定词

否定词优先级

关键词匹配模式整体策略

避免账户结构混乱：假设账户由100个词组成，其中20个词为核心关键词，80词为普通长尾词。

避免搜索词匹配混乱

核心词计划做短语匹配时，会出现以高价关键词匹配低价搜索词的现象

避免搜索词匹配混乱