Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Question
Unless otherwise specified, Google uses a(n)________ match type, which often results in ads being considered in more search results.
Expert Solution
Step 1: Introduction
When bidding on keywords in any PPC campaign, the marketer needs to choose a keyword that will tell Google how aggressively it should match the advertisements that are a result of user queries. There are three different keyword match types which are broad match, phrase match and exact match.
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