Match Type Strategies for Your Adwords Campaign: Part 1


What Match Type Should I be Using?



A very common question asked of me on a regular basis by our clients. When starting your Adwords campaign, it can be very confusing as to what match types you should use when driving traffic. Not all match types are applicable and some match types are only useful during certain phases of your campaign. If you are not familiar with Match types in Google Adwords, I’ll use the official definition by Google provided below:

“Each keyword uses a matching option to help control which searches should trigger your ad to show. You can choose one or more matching options for a keyword. If you don’t specify a particular matching option, keywords are considered as broad match.”

So in essence, each Match Type allows you to open or constrict traffic on any keyword you may be bidding on in the Adwords Google platform.

Different Match Types 

Here’s a summary of the options I took from their Adwords support page:

Broad match allows your ad to show for searches on similar phrases and relevant variations, including synonyms, singular and plural forms, possible misspellings, stemmings (such as floor and flooring), related searches, and other relevant variations..
• Example: kittens
• Searches that can match: kittens, kitten photos, adopt a kitten

Broad match modifier allows your ad to show for searches that include your broad match keyword or close variations of your broad match keyword.
• Example: +adopt +kitten
• Searches that can match: adopt kitten, how to adopt a kitten, best kitten to adopt

Phrase match allows your ad to show only for searches that include the exact phrase, or close variations of that exact phrase, with additional words before or after.
• Example: “adopt a kitten”
• Searches that can match: adopt a kitten, adopt a kiten, how to adopt a kitten

Exact match allows your ad to show only for searches that use that exact phrase, or close variations of that exact phrase, and no other words.
• Example: [adopt a kitten]
• Search that can match: adopt a kitten, adopt a kiten

Negative match ensures that your ad doesn’t show for any search that includes that term.
• Example: -free
• Searches that won’t match: free kitten adoption, free kitten calendars, who wants to free the kittens

Disclaimer: Understanding the role of each Match Type is extremely important and a pro understands how to use them effectively and efficiently, if your not a professional, hire one, you are better off hiring an agency like ours or someone who does this full time and helps you avoid the costly mistakes and pitfalls! If your not going to hire someone and want to go at it alone, please read on.

Rule#1: Know the Rules! Invest the Time and Energy In Understanding What You Are About to Do!

Each Match Type can either harm you or help you depending on your strategy and current phase of your campaign. It never seems to amaze me how little people know about Match Types, especially someone who has never used Adwords. The worse part is typically the user is encouraged by Google and/or the automated suggestion tool to add numerous keywords, but is never really explained how Match Types can help them, therefore they create an automatic default process for the user which typically means they will be using the Broad Match Type and typically this doesn’t help nor does it explain to the user the financial repercussions of this decision!  Therefore my first tip/rule is: Know the Rules! You cant be successful if you don’t understand the rules.

In the next few articles, I will be expanding on these ideas, providing additional insight into how to strategize using Match Types!

If you need help or think that you need help regarding this new change or any other changes in paid traffic please contact us at or call us at 305-389 8955

To your success,

Emilio Yepez
Lighthouse Internet media
Phone: 305-389-8955
IM: affiliateagle
Skype: emilioyepez
Twitter: affiliateagle
Linkedin: Click Here

About Emilio Yepez: 

Lighthouse Internet Media is a digital marketing agency located in Miami, Florida! Its Founder Emilio Yepez is a performance driven executive manager with over 19 years of Internet Marketing, Retail & Operations.

In 1996 he started a successful career with (IAC) Inter Active Corp/Interval International. During his 11 year career at IAC I held various responsibilities ranging from Operations, Customers Service to Managerial roles as a Divisional Manager for Hyatt & Marriott Resorts.

In 2006 he resigned from IAC and decided to co found ARC Media Consultants where he was Vice President of Operations, Business Development and Internet Marketing.

In the winter of 2010 he was recruited by MBF Health Care Partners, a prominent Equity Firm located in Coral Gables, Florida. While at MBF he was tasked with spearheading the strategic planning & development of their retail acquisition (, the first Hispanic retail pharmacy e Commerce site on the web.

As President of Lighthouse Internet Media he has personally consulted over 400 businesses, including major Internet Retailer 500 Companies, consumer product, sales and call center companies in the US.

Digital/Online Strengths & Expertise:
Pay Per Click Marketing (Paid Traffic)
Direct Response Marketing
Search Engine Optimization
Affiliate Marketing
Media Buying
Email Marketing
Social Media Marketing
Web Development

Business Strengths:
Strategic Business Planning & Consulting
Business Processes & Systems Implementation
In depth Marketing Research & Analysis
Call Center Operations & Management
Efficiency Expertise
Risk Assessment & Management
Retail Management
Leadership & Development
Leadership Theory & Practice
Equity Management & Finance

Personal Interests & Studies:
Christianity -Spiritual Studies
Quantum Mechanics
Deductive Logic & Reasoning
Creative Thinking & Problem Solving
Psychology & Nuero-Science
Golf & Polo



Google will soon be allowing you to expand your text ads. Are you ready?

Google will soon be allowing you to expand your text ads. Are you ready?

Google recently announced that they will be allowing advertisers to expand the number of characters that are written on text ads. As you probably already know we are currently now limited to 25 characters on the headlines of a text ad and 35 characters on the description line. This new and very attractive feature,for those who desire to increase their overall click through rate and expand their brand awareness is ideal and should be fully taken advantage of!

I don’t think I’ve heard of a more exciting Google feature in recent years. I think this is an excellent opportunity for all advertisers to consider what kind of copy or content they may want to add so they can make their ads more compelling and hopefully increase their overall click through rate in their campaign strategies. Bottom line, every word on a headline and description line matters and connects one thought with another, therefore don’t underestimate the power of content and copy on your ads.

This roll out is expected to be completed over the next several months, my suggestion to merchants and advertisers is to keep an eye out and take advantage of this new feature!

Having Trouble? 
Having trouble with your pay per click ads? If your business needs help understanding this new Google development my recommendation is to hire a professional and contact us by email at or call me directly at 305-389 8955

In your service,
Emilio Yepez

Adwords is now giving you more control when bidding based on device

Adwords is now giving you more control when bidding based on device



Google Adwords recently stated on May 24 they are now going to be allowing advertisers to set bid adjustments specifically for tablet devices just like they do with desktop and mobile. This is an important feature that should be considered in your overall strategy because there are many who specifically see conversions happen within a tablet that they don’t normally see on a desktop or mobile phone therefore giving the advertiser now a little bit more leeway to set their bids accordingly.

For those advertisers that typically do not bid or set their bid adjustments for mobile and desktop this is probably a good opportunity for you to get up to speed as a relates to how setting these bids can make or break a campaign. You see most people that are advertising on Google sometimes automatically set a mobile default bid thinking that because mobile is so popular it’s the ideal setting for their particular campaign, when in fact in most cases depending on your product or service desk top or tablet might be the best default setting within your account in order to make it as effective as possible. In the case of this new development where Adwords will now allow you to set your default bids with a tablet device I think this would probably be a good opportunity for many of the merchant and advertisers out there to incorporate a Desktop and tablet strategy for their particular campaign.

If your business needs help understanding this new Google development my recommendation is to hire a professional and contact us by email at or call me directly at 305-398955

In your service,
Emilio Yepez

The Adwords Conundrum

The Adwords Conundrum



If you’re a Merchant or a business seeking to win in the Adwords game or in the paid traffic game you should probably read this before investing in paid traffic.

Adwords or most forms of paid traffic all require a high level of expertise that most business owners and/or merchants very rarely possess. One big reason is they have almost purposely created an environment where they make it so difficult for you to succeed based on all the settings and parameters that anyone was not well-versed with their system is probably doomed to fail from the very beginning. One of the common things that I hear a lot about in my paid traffic consulting business are business owners that have taken thousands of dollars put them into their ad words or paid traffic account in the hopes of getting a positive return on their overall marketing spend. The reality is if you haven’t figured it out yet, Adwords and most paid traffic platforms have created such a complex system that unless you’re a seasoned professional and really know how to manage it and leverage it to your advantage, you probably will not be very successful.

The common misconception among business owners because they’re used to, conditioned and programmed to think that they must wear many different hats in order to be successful is that in the area of paid traffic or in the case of Google Adwords they too can learn and be effective at driving traffic on behalf of their own business. The truth is that’s not even possible without going through many dark valleys, wasted marketing spend and possibly sleepless nights trying to figure out what is going to work and what isn’t going to work. Most of the time by the time you realize what’s beginning to start working you’re either any personal gym in your business or maybe closing your doors and believe me I’m not exaggerating this point. Driving traffic requires a specialty and I know how and it requires a certain level of expertise and should only be done by a professional.

Please understand I’m not trying to be biased in this article, yes it happens to be that I am in the business and I consult for a living but I can’t even start to tell you that more often than not all the beliefs, assumptions and things that merchants and business owners have read online are probably either outdated or untrue. The bottom line is unless you’re really in the Paid traffic game and have spent hundreds of thousands of dollars trying to figure it out piece by piece and on your own you’re probably not going to be very successful.

Cost per click, impressions and CTR
Most merchants understand that impressions, CTR and cost per click or important metrics to measure but do merchants always understand how they correlate one with another and what metric is probably the most important to measure? Google dictates that CTR is the most important important measurement, as they should, they only get paid when they click on your ad, so of course they over emphasize this point, however we beg to differ. We found that it’s what happens before and after the click that counts and should be measured, after all if you don’t have a good foundation and you don’t set the right parameters you’re probably not going to get an effective CTR and if you do get an effective CTR but the other 50% of the work isn’t done correctly you’re not going to get conversions, sales or service inquiries to your business.

Hire A Professional

There are plenty of companies out there that can help you manage your paper click traffic and successfully manage your Adwords marketing campaigns for products and services that you currently solicit to others online. Even if you are a retailer or you are a professional in the law field or some industry where your services can be sold the reality is if you’re in the paid traffic game you need to know what you’re doing and if you don’t know what you’re doing you need to hire a professional or get out of the industry.

As an agency we have managed millions of dollars in Adwords spend which means that we have not only successfully helped out numerous clients in many different professions and industries but we’ve been able to see millions of dollars at work in the area of paid traffic and even more importantly successfully managed on behalf of our clients. In our field and industry we have helped hundreds of small to medium size businesses manage their paid traffic effectively and in a way that has made sense so they get the maximum ROI. In my business we promise our clients a minimum of three to a six time return on their paid traffic should they hire us out to manage their only campaigns.

If you were a business owner or a merchant and you’re seeking help or advice on how to truly manage your ad words campaign on line and successfully get the Return you deserve please consider contacting us 305-389-8955 or email us directly at

Wishing you much success

Emilio Yepez

Questions Every Business Owner Should Ask Their Pay Per Click / Adwords Management Company Before Hiring Them: Part 2

Hello, this week we continue our series concerning the top most important questions to ask your PPC Agency before hiring them:

Question #4:  Have you ever dealt with an account that has been banned on Adwords? If No, why not? If Yes, please explain the outcome. (this will further weed out those who don’t have experience managing and handling Adwords/Paid Traffic accounts online. )

Question # 5:  Who owns my ppc account? If the answer is the agency runs and manages the paid spend on their side and they provide you (MR. Merchant) reporting, than YOU (Mr. Business OWNER) don’t own the account or traffic!

Question #6: Are your PPC analysts Adwords certified? If yes great!  If not, keep prodding the agency-this doesn’t necessarily mean they are not qualified, it means they have chosen not to follow Google’s prescribed-open book class and course.

Stick around for my next round of questions!

Emilio Yepez
Lighthouse Internet Media
305 389 8955




Adwords Company in Miami

Adwords Company in Miami

Looking for an Adwords company that understands Adwords and can provide your company with a solid ROI? Lighthouse Internet Media specializes in the area of Adwords management. Over the years we’ve managed and serviced small to large Adwords accounts. We are well versed with the “in’s and out’s” of Adwords and we understand Adwords management. As the owner and director of Lighthouse Internet Media I know the perils and the difficulties a business owner or digital manager goes through at finding the perfect balance in an Adwords campaign.


If you’ve been managing your account and trying to get an ROI out of your campaigns you know firsthand how difficult it is to “hit pay dirt” and get a real, solid return on your efforts, but that’s where hiring our firm is a game changer for you and your business. We have years of experience successfully managing Adwords accounts and we have thousands of Case Studies to draw from. If you are in need of help or training and want to take your Adwords account to the next level, now is the time to take some action!

Call Us now for your FREE consultation and Adwords review, you’ll be glad you did!

In your service,

Emilio Yepez
Lighthouse Internet Media
Ph: 305 389 8955
Skype: emilioyepez
AIM: affiliateagle


PPC Agency in Miami

Get Off to A Good Start! 

Pay Per Click can sometimes be a misunderstood form of Internet Marketing on the web. Most business owners or online managers that take a practical approach to Pay Per Click don’t always take into account the key aspects in developing a solid campaign. Most people who want to really drive a positive ROI within the Pay Per Click channel fail before they even begin or start a campaign because all the fundamentals are wrong or maybe they have allowed their ego to get in the way of having someone help them set up a Pay Per Click campaign the right way the first time. Dont get off to a poor start!

ppc agency miami

At LHIM we recommend that you take another approach all together. If you are serous about driving leads and sales online and want PPC to help you get there, there are a few key principles you need to keep in mind:

  1. Don’t go at it alone! This is one of the single biggest mistakes most people make. Why use up $500 or $1000 in test money, if your test is set up all wrong. That money could be better utilized with hiring a PPC Agency in Miami like Lighthouse Internet Media that can help short cut your learning curve.

  2. Don’t assume your online manager can effectively run a solid PPC campaign. This is another mistake most business owners make. In our industry Online Managers wear many hats and sometimes don’t have the time, the energy or know how to properly manage a PPC campaign. Its not their fault. PPC is a full time job and requires depth of knowledge and experience. Our agency has managed Millions of dollars in PPC ad spend successfully and we have learned through trial and error and we know what REALLY Works!
  3. Lastly, a PPC campaign that is set up by a novice is without a doubt not the way to go. Hiring a PPC Agency in Miami like Lighthouse Internet Media is without a doubt a prudent and wise decision.

If you are interested in speaking to someone who can start your campaign the right way, the first time or you need a major turn overhaul, we would like to extend to you an invitation to contact us at 305 389 8955 or email our founder directly at We pride ourselves in the integrity of our methods and results, you simply can’t go wrong with our firm.

Emilio Yepez
Lighthouse Internet Media
2332 Galiano Street
Coral Gables, Florida 33134
Phone: 305 389 8955


Emilio Yepez is an e-commerce, online and Pay Per Click consultant located in Miami, Florida with over 16 years of operational and internet marketing experience. Emilio Yepez has worked with top Internet Retailer 500 companies and has generated Millions of Dollars in sales in both affiliate marketing programs while at ARC and ARC Media and ecommerce business development projects, like Recently, Emilio Yepez developed and managed the ecommerce site, the largest Hispanic Owned Pharmacy Chain in the US.