When you finally get a paid search tool (like ClickEquations) that allows you to see each search query that people typed matched directly to the keyword you bid on and the match type you set, you’ll soon notice that all of your Exact match keywords aren’t entirely exact.
Doing a little research and experimentation while preparing for SMX, I just came across a great example of one reason why this is true.
Look at the ads to the right. Which one is not like the others?
One of our clients sells products to help Fido keep himself together, and I did some searches on that topic. Then a search for ‘Premium dog collars’. That’s the search which delivered the ads you see.
Google however remembered that not long ago I was concerned with the other end of the animal, and slipped the Poop ad into the mix.
Had I clicked it, my search query of ‘Premium dog collars’ would show up, correctly, for the exact match keyword/phrase ‘dogs eating poop’.
Just so you know.
Heading to SMX in San Jose? Come see the new version of ClickEquations at our booth, or catch me in the Quality Score or Text-Ad Testing workshops.