You'll notice that I've enclosed my keywords in quotes as well as brackets. Basically, AdWords uses three types of phrase matches to match your ads with the terms being searched at the time broad match (no quotes or brackets), phrase match (quotes) and exact match (square brackets).
Broad match: This is the default option. When you include keyword phrases such as tennis shoes in your keyword list, your ads will appear when users search for tennis and shoes, in any order and possibly along with other terms like: new tennis shoes, mens shoes for tennis, and so on...
Broad matches are often less targeted than exact or phrase matches.
Phrase match: Your ad appears when users search on the exact phrase and also when their search contains additional terms, as long as the keyword phrase is in the exactly the same order.A phrase match for "tennis shoes" would display your ad if a user search on: red tennis shoes,newtennis shoes, but not for: shoes for tennis.
Exact match: The search query must exactly match your keyword. This means [tennis shoes] will only match a user request for: tennis shoes and not for: red tennis shoes, even though the second query contains your keyword.
More details on broad, phrase and exact matches in chapter 6, when we will study keyword research for AdWords in full detail.
Onto the next step...
Once we've entered the keywords, we now have to choose our bid amounts. You'll see a
screen as shown below:
First you'll select how you'll pay for AdWords. Based on your IP address, Google automatically determines your local currency and sets that as the default value, but you should change it to US dollars. That makes it a lot easier to manage your account as you'll find that almost everyone discusses bid prices in dollars (especially all other guides on AdWords). This setting cannotbechanged once your account is activated.
After this, you set your budget. This is the maximum amount you're willing to spend throughout the day (divide your monthly budget by 30 for an easy way to reach this number). For our example, I want to get maximum exposure here as well as test the ads quickly (so I can refine them based on results), so I'll set this to $100 (for big campaigns and especially for high CPC terms, you might have to set this much higher).
Note: If you're just beginning, you can set your daily bid
amount to $5/day if you want and Google will just stop
displaying your ad after your daily limit has been
reached.
Next, you set the (CPC) for your keywords. Ideally, you should set the CPC for your main keywords individually, but for now (and for the beginning part of your campaigns) an overallCPCwill do just fine. Since we already know from our keyword research that we can get top position for our ads by staying within $5, I'll be conservative and bid $1.00 per click. This will allow me to get a good position and stay within budget our budget.
After this, you get traffic / clicks / position estimates based on your settings. It gives you an approximation of how many clicks (and what average position) you will get for each entered keyword (based on your max CPC and daily budget).
By now, you're almost done. Click "Continue".
[Time Taken: 2 minutes]
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