Introduction to Baidu search promotion broad matching method!

What is Broad Match

With broad matching, when netizens’ search terms are highly relevant to your keywords, your promotion results may have the opportunity to be displayed even if you have not submitted these words.

Take the keyword "English training" as an example, under the broad matching method:

Search terms that may trigger promoted results include:

1) Synonyms: English training, English training

2) Related words: foreign language training, English summer training

3) Variant forms (e.g., added spaces, reversed word order, typos, etc.): English training, summer training English

4) Phrases that completely contain keywords (the word order cannot be reversed): English training summer school, which English training institution is good

Broad match can help you target more potential customers, increase brand awareness, and save you time. Based on these advantages, broad match is the most widely used matching method and is also the matching method that the system automatically selects for you.

When using broad match, you can use the search term report (Reports - Custom Reports - Search Term Report) to see which search terms triggered your promotion results. If you see irrelevant search terms and find through Baidu statistics that these terms cannot bring conversions, you can use negative keywords to prevent search terms containing these terms from triggering your promotion results, thereby more accurately targeting potential customers, reducing conversion costs, and improving your return on investment.

What are the benefits of using broad match?

Internet users' search habits vary greatly, and when expressing their demand for the same product/service, they may use a variety of search terms. It is impossible for you to list all possible search terms one by one and submit them as keywords into the system, which means loss of business opportunities. When netizens search for words that are highly relevant to your keywords, your promotion results may be displayed even if you have not submitted these words. Therefore, broad matching will bring you the following three benefits:

1. Locate more potential customers and capture more business opportunities

Taking the keyword "public broadcasting" as an example, the following figure shows which search terms can trigger promotional information for this keyword:

2. Get more exposure opportunities and increase your brand awareness among netizens
3. Save a lot of time and effort by not having to submit all possible search terms and worry about missing any keywords

When using broad match, you can use the search term report to see which search terms triggered your promotion results. If you see irrelevant search terms and find through Baidu statistics that these terms cannot bring conversions, you can use negative keywords to prevent search terms containing these terms from triggering your promotion results, thereby more accurately targeting potential customers, reducing conversion costs, and improving your return on investment.

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