How to Use the AdWords Embedded Match Option

May 30th, 2008

The Google AdWords Embedded Match feature was part of one of the recent free StomperNet videos. To be specific, it was covered in the last 5 minutes of a 1 hour video when most watchers were probably overwhelmed already by the sheer amount of important information.

It would be sad if this wealth of information would be missed so it might be appropriate and helpful to repeat it here in written form to make a slower digestion possible.

What is an Embedded Match?

Embedded Match is an advanced keyword matching option in the setup of Google AdWords campaigns and compared to the usual Broad-, Phrase-, Exact- and Negative Match almost unknown and unused.

Embedded Match is not more than a combination of Negative Match with Exact Match or Phrase Match. That is, instead of applying Negative Match only to single words (“free” is probably the most often used Negative Match word applied by advertisers who do not want freebie seekers to see their ad) you can apply it to a whole phrase or a phrase in combination with additional words.

The quite meager Google documentation gives as an example, that an advertiser for Toy Story merchandising products wouldn’t want his ad appear for the exact search term “Toy Story” because this would be mainly typed in by users searching for information about the movie itself. So he would set up his campaign with the Embedded Match -[Toy Story], that means Negative Match for the exact phrase.

That is about all one can get from Google’s Embedded Match documentation. But according to the StomperNet Video, it is a incredibly powerful tool which can and should be applied not only to such special cases but to almost any campaign, especially if it includes separate ad groups for Broad-, Exact- and Phrase Match. The advantage is a much clearer structure in the campaign. This can be of invaluable help in analyzing, tracking and optimizing the combination of the ad and the accompanying group of keywords.

I stick to the “baby gifts” example from the video:
A seller of baby gifts would setup his AdWords campaign with 3 separate ad groups, one for the Broad Match, one for the Phrase Match and one for the Exact Match. He would create 3 different ad copies tailored to each ad group.

Clever use of Embedded Match would now be, to include a Negative Phrase Match (-“baby gifts”) into the Broad Match ad group. As an effect, every search query of the phrase “baby gifts” in any combination with other words would not trigger the Broad Match ad but only the special Phrase Match ad.

In the Phrase Match ad group one would place a Negative Exact Match (-[baby gifts]) with the purpose to have every specific “baby gifts” search query directed to the special ad for the Exact Match ad group.

The major point of this setup is, that with this use of the Embedded Match option the advertiser has almost total control about what ad is displayed for a certain type of search query while without it he has very little control.

He might have an ad which works perfectly for exact “baby gift” searchers but it’s effectiveness can be reduced because these searchers might as well see the Phrase Match ad or the ad designed for the Broad Match ad group. This possibility is excluded if Embedded Match is applied. The effect will be a more profitable campaign.

Knowing and completely understanding such special terms can often make the difference between successful Internet marketing and failure. Therefore the definition of Embedded Match was included in The Internet Marketing Dictionary, the most up-to-date dictionary on Internet marketing terms on the Web.

Klaus Lehne
Author of The Internet Marketing Dictionary

The Internet Marketing Dictionary now Open to All Users

May 24th, 2008

The Internet Marketing Dictionary was released as a $7 ebook in January 2008 after more than one year of (part time) research and writing.

Even if marketers mostly are not very aware of the fact that lack of understanding of the special terminology of Internet marketing can be a serious block to making money online, I thought it very necessary to have such a resource. From my research I found this a badly neglected Internet marketing service. Every dictionary on Internet marketing terms I checked was deficient in one or more points. Especially they are all incomplete and stale. That is, it is impossible to find a definition of more recently created terms like Long Tail Keyword, Virtual Real Estate and similar expressions, which are around already since 2 or 3 years. Trying to find even more recent terms like Micro Blogging or Placement Targeting is totally hopeless.

To prove my point I created this short video. It is about the vicious traps one can encounter when searching for understandable and correct definitions of Internet marketing terms. Wasting a lot of time is the least important one, finding incorrect definitions without realizing it is a much more serious trap.

My goal was – aside from providing the most comprehensive and understandable, correct definitions – to create the most complete and most up-to date dictionary on the Internet. Unfortunately I found that this was an impossible task for a single person unless I would make this a full-time job.

Then, in March, the idea hit me to make The Internet Marketing Dictionary a freely accessible website and invite visitors to contribute their knowledge to the dictionary content. As exchange for submitting definitions of so far not included Internet marketing terms they would have the right to display a link to their website on the definition page. Plus they could add some recommended resources relevant to the definition and include their affiliate link. The details are here on the Contribute and Profit page.

2 months later this idea is now reality.

How about starting some tiny Wikipedia here and providing Internet marketers with a valuable resource to clear all the special Internet marketing terms they do not completely understand? Especially some of the failing marketers will be surprised what a difference it can make to fully understand what a term means compared to only “somehow knowing what it is about”.

I have seen an example where a seemingly minor misunderstanding of a basic term was responsible for a complete bust up. And how clearing up this term to a full understanding turned the project to a final success. It’s not always magic but in some cases it can be!