How Google AdWords PPC Match Types Affect Your Profits with Matt Van Wagner

In this video interview, PPC expert Matt Van Wagner explains how match types work for Google AdWords and Bing. He outlines how and when to use negative match, broad match, broad match modifier, phrase match, and exact match types. Essentially, says Van Wagner, match type enables you to allow a lot of less-targeted traffic to your site -- or less very-targeted traffic. Broad match, the default setting, brings the most traffic, essentially anything that Google or Bing think might be relevant. The idea, according to Google, is to present you with all the possibly relevant traffic, and then have you refine the settings from there. Broad match modifier allows you to specify certain keywords that "must" be part of the s

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