Understanding Google Adwords Keywords
When I first started learning about online marketing, two words always seemed to pop up in every online marketing conversation, lesson, book, article, video or whatever medium it was at the time. Those two words were and still are Keywords and Traffic.
Today in my Google Adwords Professional certification training I am learning about Keywords and how they are used in Googles PPC Pay Per Click auctions. Like SEO, the keywords we put in our keyword and keyphrase list will trigger our Ads to display. In other words when someone searches for something we are running an ad campaign for.
Am I the only one getting the feeling that having a good understanding of how to find, research and implement a good keyword list will be very very beneficial to our Pay Per Click success?
Broad Phrase and Exact Keywords
Have you ever heard someone say “That is a very broad statement.” Just as word broad suggest, your Ad will be displayed for words or phrases that relate to the broad term if that is how you set them.
For an example, I want to run my Ad for my local Peanut Butter and Jelly Sandwich shop. I have a few broad match keywords of…let’s say Raspberry Jam. Any search with the word Raspberry or Jam in it or anything related to those words could trigger the Ad, like Blackberry Jam thus leaving my Ad to be displayed for not so relevant search queries. Doing so could result in lower clicks, lower Quality Score and more wasted money. A very untargeted method to use the Pay Per Click budget.
How about Phrase Match
Adding Phrase match keywords to the list will trigger an Ad that has two or more words combined within the search.
With phrase match key phrases my Peanut Butter and Jelly sandwich campaign will show for, Jelly Sandwich but the Ad would not show for “Which Jelly is better for my Sandwich.” As long as the keyphrase matches two words that are next to each other your Ad will show.
The advice I received when I am building my phrase match keyword list is that I want to focus on the main idea of the search or intent. Why is the searcher using that key-phrase? What problem are they looking to solve? Are just a few questions I must ask myself to find out if the meaning of the search is even relative?
Exactly what do you mean.
Exactly what are you talking about? In normal conversation I appreciate when someone can ask exactly what they are looking by being direct and to the point. That is my style and what happens most of the time are long drawn out stories. Exact Match keywords and key-phrases are words that will trigger your PPC Ad for that exact phrase only. [Peanut butter and Jelly] will only show for that phrase with that spelling. If it does not match exactly what the searcher typed then the Ad will not show.
How can Exact Match be helpful in pay per click? Using exact match keywords will be helpful when battling for strong keywords and you know specifically what people are searching for and why they are searching using that keyword. This can boost keyword prices but also if played right can boost Ad conversations.
Why so Negative?
In life I like to move away from negative people and situations as much as possible. Running PPC campaigns is not too far from that truth as well. Keeping away from those pesky keywords that do nothing but suck the life out of your Google Adwords campaign and drain your marketing budget is a must. This is why we put those unwanted fouls in the Negative Keyword basket. Your ad will not trigger for words placed in the negative keywords list.
Things are getting Fancy.
From what the seasoned vets are teaching me, the tools that are at our disposal as Certified Adwords Professionals today are just amazing, such as the broad match modifiers we can use to add many variations of keywords that may have been left out in the keyword list.
The Bottom Line.
Keywords may be confusing at first but use only the tools provided for that platform and let the tools give you a list of keywords to build off of. They want us to spend the money on keywords that are profitable so that we may continue to grow and spend more money.
I will get into keyword research later on in the lessons but for now lets become more familiar with the types of keywords used.