谷歌竞价推广技巧与SEM关键词匹配方式详解

谷歌竞价推广技巧与SEM关键词匹配方式详解

Google Ads Bidding Techniques and SEM Keyword Matching Methods Explained

百度推广的三种匹配方式

Three Matching Methods in Baidu Ads

百度推广包含三种匹配方式：精确匹配（相同/相近）、短语匹配（包含）和广泛匹配（相关）。

Baidu Ads includes three matching methods: Exact Match (same/similar), Phrase Match (containing), and Broad Match (related).

核心匹配方式详解

Key Matching Methods Explained

短语匹配又分为：精确包含、同义包含和核心包含。

Phrase match is further divided into: Exact Contain, Synonym Contain, and Core Contain.

匹配方式对比

Matching Method Comparison

• 精确匹配：仅匹配相同或非常相似的关键词

• Exact Match: Only matches identical or very similar keywords

• 短语匹配：匹配包含指定关键词的搜索词

• Phrase Match: Matches search queries containing the specified keywords

• 广泛匹配：匹配相关关键词，需配合否定关键词使用

• Broad Match: Matches related keywords, requires negative keywords

否定关键词策略

Negative Keywords Strategy

否定关键词分为同名否定和精确否定：

Negative keywords include Broad Negative and Exact Negative:

• 同名否定：匹配范围广，可能造成误伤

• Broad Negative: Wide matching range, may cause collateral damage

• 精确否定：仅否定完全匹配的搜索词

• Exact Negative: Only negates exactly matching search queries

实战建议

Practical Tips

1. 高转化关键词使用精确匹配

1. Use Exact Match for high-converting keywords

2. 中等转化关键词使用短语匹配（精确包含）

2. Use Phrase Match (Exact Contain) for medium-converting keywords

3. 广泛匹配需配合否定关键词使用

3. Use Negative Keywords with Broad Match

4. 定期优化关键词匹配方式和否定词列表

4. Regularly optimize keyword matching methods and negative keyword lists

案例说明

Case Study

例如关键词"XX培训"，如果设置短语同义包含，"XXSEM培训"也有机会触发展现。

For example, for the keyword "XX Training", if Phrase Synonym Contain is set, "XXSEM Training" may also trigger the ad.

作者：王俨 | 版权为王俨博客所有 | 转载请注明出处：http://yan.xkmuc.com

Author: Wang Yan | Copyright © Wang Yan's Blog | Source: http://yan.xkmuc.com