Understanding AdWords keyword match types for manufacturers

In a previous column, I addressed the challenges paid search advertising can present to industrial manufacturers who sell capabilities versus stock products.

Another challenge is the AdWords help files themselves. As an advertising platform, AdWords is geared more to retailers — when a platform uses common retail products to illustrate keyword strategies, it’s often hard to see how the example relates to keywords for complex manufacturing capabilities.

For example, under Basic Tips for Building a Keyword List, AdWords uses the example of men’s shoes:

adwords-help-file

If you’re a manufacturer offering a capability or products…

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