Your Keywords ▬They are where you spend money in AdWords
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Importance of Keywords Selection in Adwords: They are where you spend your money Your Keywords in Google AdWords Campaigns Keywords are what AdWords uses to match up your …

Importance of Keywords Selection in Adwords: They are where you spend your money

Your Keywords in Google AdWords Campaigns

Keywords are what AdWords uses to match up your ads with peoples’ searches. They are also where you spend your money. As you create keywords you create a cost-per-click bid for each one. A maximum cost-per-click will also be created. Your maximum CPC tells Google the most amount of money you can spend each time someone clicks your ad. Remember, you might not always spend the max. CPC. There are a few things to think about as you start working with your keywords. Some of these things are more general and some deal with specific categories such as: using the keywords planner, match type, negative keywords, and search terms report.

In General

You will want to put yourself in the position of your potential customers. Try to think about the things people would search for if they were looking to buy a good or service that you offer. A great way to get started working on keywords is to make lists of words, groups of words, categories, etc. that correspond with your business. Start with the categories, then below them put the words and groups of words that go along with that idea. Grouping keywords into ideas or themes will really help you out for a number of reasons. As you work in each category you will put things under them that are relevant. Relevance is a huge deal in AdWords. Really try to break down your business into small groupings based on your business’s goods and services. This is a sure way to keep things relevant. It will also help you organize your account. Consider how many keywords you are using. Google suggests that you use between five and twenty keywords per ad group. That amount is plenty, especially if you have broken your business down into many ad groups. However, you can have more than twenty if you want to. Google allows up to 20,000 “individual targeting items” (which include keywords) in every ad group and as many as five million “individual targeting items for every account. A keyword can be one word or a group of words. Using two to three words as a keyword generally works best. Capitalization does not affect keywords, as they have no regard for upper or lower case.

Keywords in Google AdWords Campaigns
Keywords in Google AdWords Campaigns


Keywords Planner

The keywords planner is a fantastic tool that will provide you with keyword ideas. It also gives you traffic projections, which come in very handy when you are building search network campaigns. The keywords planner lets you experiment with keywords. It will show you the probable performance of individual, several, or even a whole list of keywords. You will be able to see the average amount of times people searched for those keywords. This tool is great for coming up with new keywords and new ad groups. Searching for words that describe or correspond to your business’s goods and services in the keywords planner will help you decide which areas of your business can benefit the most from this type of advertising based on how people are searching. You will be able to see which the most competitive keywords are, where you can create traffic to your page, and how to best increase awareness of your business.

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How to Use the Keywords Planner

  1. Sign into AdWords
  2. Select the “Tools” drop-down menu
  3. Choose “Keyword Planner”

The planner will come up and you will see four options for what you can do. Depending on what you would like to do, click on one and start finding keyword information.

Match Types

Match types give you a lot of control as far as deciding which searches you are going to let prompt your ads, by letting you choose how wide or specific you want your ad audience to be. Using broader match types will give you a larger ad audience and more traffic, whereas, a more narrow and specific match type will likely shrink your audience and traffic, but increase your relevance. The match types you use will make all the difference in your return on investment. They go from general to very specific.

Broad match is the most general match type. This type ensures that your ad will be prompted when your keyword is in someone’s search in any order, with other words, and/or a “close variant.” A close variant could mean the searcher misspelled the keyword, used a singular or plural form of the keyword, or used an abbreviation, acronym, or stemming of the keyword. Broad match is good for AdWords beginners, and those desiring more traffic. Display network keywords will always be broad matched.

Broad match modifier is the next level of match type. This type will prompt your ad if someone’s search term includes your modified term in any order, or a close variant. This match type is good for those who still focus on a high traffic level, but also want more control and applicability. To assign modifiers to your keywords, simply type a “+” in front of each term you want modified.

The next level is phrase match. With this type, your ads will show to people whose search has your exact keyword with an additional word or words before and/or after it. This makes your targeting that much more specific, while still reaching a good amount of customers. Placing your keyword in quotation marks (“”) will classify it as phrase matched.

The most specific match type is exact match. Giving your keywords the exact match type will mean that your ads will only show to people whose searches include your exact keyword in that order and with no additional words. Close variants of the specific word are included in this match type. Exact matched keywords must be surrounded by brackets ([]).

Negative Keywords

Negative keywords are extremely important and beneficial. They will keep you from wasting your money on searches unrelated to your business. Related to that, your click-through rate will improve because your “bad traffic” will be reduced due to the fact that your ads will not show to people who are looking for things you do not offer. Your fiscal performance and click-through rate will improve because your ads will be reaching the most interested customers. That will in turn improve your conversion rate, and your return on investment. All of these benefits are connected, so when your negative keywords create a positive change in one area at least one other area of your campaign will benefit because of that and so on.

Negative keywords are subject to the same guidelines as regular keywords in the sense that you can set them up as exact match, phrase match, modified broad match, and broad match.

Just as you can craft precise keywords to create a certain flow of customers to your page, you can craft precise negative keywords to prevent a certain flow of traffic to your page.

How to Add Negative Keywords

  1. Go to your AdWords account
  2. Choose the campaign or the ad group you want to add negative keywords to
  3. Click on the “Keywords” tab
  4. You will expand the negative keywords section by clicking the “+” (the section is under the main keywords section. You may need to scroll down)
  5. Two tables will appear. One for the “Ad group level” and one for the “Campaign level.”
  6. Depending on where you want to add your negative keywords you will click the “+Add” button in either the “Ad group level” table or the “Campaign level” table.
  7. You can now enter in your negative keywords (one per line).

-Broad match: you will want to include plural versions of your negatives

-Phrase-match: you will need to put the negative keyword in quotations

-Exact-match: you will need to put the negative keyword in brackets

Search Terms Report

A search terms report is an extremely powerful source of data in a PPC campaign. It shows you exactly what people, who saw your ads, searched for. It also shows you which of your keywords are working and which ones are not. A search terms report is filled with benefits. You will be able to see how your ads performed when prompted by real searches in the Search Network. You will see search terms that have potential to benefit your campaign. Now, that you have seen these potential terms you can add them to your list of keywords. You will be able to review the match types in a search terms report which shows you how similar the terms are to your keyword, and you will be able to make changes accordingly. Among those high potential terms you will see terms that are triggering your ads, but actually have nothing to do with your business. You will want to add these as negative keywords. Doing so will keep you from wasting money on customers who are not interested in what you are offering.

How to Generate a Search Terms Report

  1. Sign into our account
  2. Go to the “Campaigns” tab
  3. Select the “Keywords” tab
  4. Select the “Details” button (located above the statistics table)

-Choose “All” from drop-down menu. This allows you to examine the search terms for every one of your keywords.

-If you just want to examine data from certain specific keywords then choose the desired keywords by clicking the checkboxes beside them. Then click “Selected” from the drop-down menu.

  1. Data that shows you which search terms received impressions and clicks will appear.
  2. Click the “Download” button to download the report.

-the data you see will be from search terms from at least twenty-four hours ago that have gotten either a click within the last thirty days or were searched by a large amount of people.

-the “Other Search Terms” row will display the search terms that did not meet those criterions.


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