Without the right keywords, we couldn't reach the right audience. Instead, our Google ads may show up for irrelevant searches or not at all. Choosing the right keywords is essential to creating a successful ad campaign.
In thisGrow Easyarticle, we'll touch on the most basic steps, such as what keywords are, how they work, and where to find and add them to ad campaigns.
What are keywords and how to recognize them
Keywords are individual words or phrases related to a specific business. For example, an online shop for Scandinavian moss paintings. The list of keywords may include:
- Scandinavian moss paintings
- Scandinavian moss painting
- Live moss painting
Adding keywords to the ad groups of our advertising campaigns allows our advertising to be displayed to a select audience who are looking for exactly what we offer.
In fact, the keywords we set tell the algorithm when we would like our ad to show.
Keywords are fundamental in Google Search campaigns, but we can also use them in display ads.
Using keywords seems like an easy task, but we need to keep in mind that incorrect selection of words and phrases, using the wrong messages or an inappropriate landing page can lead to unsatisfactory results and wasted resources.
Types of keywords
By choosing the type of keywords, we apply an additional filter, and here is what importance it gives:
Broad Match
This is the most common keyword type, by default.This keyword type gives us the greatest reach and the least control over who sees our ads.
Phrase Match
This type of keyword triggers the ad when a user searches for our bid phrase.
Exact Match
These types of keywords are the most closely and most precisely matched, offering limited reach and precise control over who sees your ads.
Negative keywords
Negative keywords are an integral part of our advertising campaigns. These are irrelevant keywords that we want to exclude from our ad campaigns.
How do we find them?
To avoid ineffective ad groups and wasted Google ad spend, we need to know how to do keyword analysis.
In order to do a detailed keyword analysis we need time and the use of the right tools, such as Google Keywords Planner, or we need to turn to specialists to prepare a professional keyword allocation proposal.
These kinds of tools help us discover new keywords we didn't even suspect, presenting important information such as average monthly search, average cost per click and difficulty in ranking.
To optimize our Google ad campaigns, it's important to stay on top of trends and use keywords that users are searching for. This will help us compare different phrases and find the ones that work best for our products/services.
How to implement keywords in Google Ads
To add the keywords we want, we need to create an ad campaign and implement them at the ad group level. It is important to make sure that our ad is relevant to the landing page we are sending users to.
Using the right keywords and getting better at choosing them is crucial to getting the results we want, so we should not neglect these first steps in building a successful ad campaign.