First, let's look at these three collocation methods:

First, the exact matching conditions: search keywords and promotion keywords are exactly the same. Features: low matching degree, small display volume, high display quality and high conversion rate. For example, if the keyword is "Jining SEO", then the search for "SEO" will not be triggered. This keyword will only be triggered when the user searches for "Jining SEO". No spaces are allowed in the middle.

Second, phrase matching matching conditions: the search keyword completely contains the promotion keyword, and the included part is completely consistent with the promotion keyword (the order is unchanged, there is no interval), which is used for more accurate matching restrictions.

Features: the matching degree and exhibition amount are between accurate matching and extensive matching, for example, the keyword "English training"

Matching words: English Training School, Jining English Training School, Jining English Training School III. Extensive matching conditions: search keywords completely contain promotion keywords, and some are allowed to be reversed or blank, which is the most extensive matching method and the default matching method.

The system can extend the matching conditions to synonyms, synonyms, related words and phrases containing keywords.

For example, the keyword is "e-commerce",

E-commerce blogs, e-commerce, e-commerce, and commerce can all trigger the keywords you set.

Features: high matching and large exhibition, which is conducive to enhancing the company's brand image. However, due to Baidu's own reasons, there may be some junk matches in the matching process, leading to wrong clicks and invalid clicks. Coupled with high consumption, it is not suitable for small and medium-sized companies.

There are also negative matches.

, tell you here.

Usage: When used in conjunction with phrase matching and extensive matching, you can add some keywords that may match but do not meet the promotion intention to the list of negative matching keywords to prevent triggering the corresponding promotion information.

You can choose its negative or non-commercial words as negative keywords.

For example, if you set the keyword as "e-commerce blog", you don't want to generate some invalid clicks and waste money. You can choose to set negative matching and only set keywords that you don't want to display.

Choosing the right matching method is the key to determine whether the company can get the corresponding return on its investment. Baidu's default keyword matching method is extensive matching, and many accounts are mainly extensive matching. In this way, although there is a certain amount of traffic, the conversion rate is relatively low, so it is the right way to choose a matching method suitable for the actual situation of your company by groping.