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Keywords vs. URLs (3)

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Total newbie questions here but I'm in the dark about this...

1. What is the difference in bidding between variations like: walmart.com, walmart.co, .walmart, w.walmart, and walmart (the keyword)?

2. Are keywords just shortened URLs or do they have anything to do with actual searches for that word?

3. What are all the other combinations of bidding that they don't tell you about on these PPV networks and how do they affect your placement in the auction system?

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1. Many of these will all trigger on the same website but some, e.g. walmart, will pick up other sites too.

The primary difference is your competition. John Doe is bidding on "walmart" but not walmart.com > bidding prices differ as to specificity and that may effect your pop chances, i.e. who takes first serve.

2. Traditional PPV matches your keywords against the URL in the address bar. That's all.

3. What?

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1) There is no difference. The reason for bidding on the variations is to get a higher bid than your competitors on a keyword they are not tracking, so they cannot out-bid you.
2) Depends on the network. Some just put keywords as urls, others scan the webpage for content.
3) Think about it from the PPV network's standpoint. Their goal is to maximize the value of an impression. So, if an impression comes up, the ppv network will see what keywords/urls are competing for that impression, and give the impression to the highest bidder. There aren't really that many bidding 'tricks' outside of playing chicken with your opponent.

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