May 24, 2016
Keywords and phrases should be highly specific and relevant to your business, as described in the first part of this article. Google rewards relevance. It’s not just about paying to get to the top…
Keywords and phrases should be highly specific and relevant to your business, as described in the first part of this article. Google rewards relevance. It’s not just about paying to get to the top of the list.
So your keywords should tie in directly with your ad copy and your website. When someone types your keywords into Google, they should be looking for a business exactly like yours. As a result, those people that click on your ad will already be predisposed towards buying from you.
When you have your keywords ready and set, go to AdWords and create your first ad group. You can now insert one of the sets of keywords that you created in the previous step and create one ad. When inserting the keywords you can select the match type. This allows you to have control over what search term triggers your ad. What match to use?
Google offers four ways to match keywords: broad, phrase, exact and negative match. Use of punctuation when you input your keywords indicates which type of matching you want.
Think of your goals and budget when planning your Google AdWordds campaign. If you want to target people specifically interested in your product, then Phrase Match or Exact Match will give you more relevant clicks, and as a result, a cheaper price.
If you are a beginner and you don’t yet know your market thoroughly, start with fewer keywords with a broader match to get an idea of what people search for. But be careful! If you use broad match, you might trigger a lot of unwanted clicks, so monitor your campaign very closely.
TIP: If your market is highly competitive and you need to set up a campaign very well, avoid using broad match, it reduces the quality of the campaign!
Phrase Match gives you more flexibility in reaching customers than exact match will, thus aiming for a higher CTR. Once you have a clear picture of searched terms generated by broad match keywords, the proper next step is to increase CTR and narrow down your campaign via the use of phrase matching.
These keywords are generally the ones which are short (1‐2 words) and with a broad meaning, i.e., “computer store.” This match can help you lower costs, but take note that it causes you to lose impressions.
Another part of setting up your ad campaign is done! Stay tuned for the third part of Beginner’s Guide to Google AdWords series – Writing Tips for Successful AdWords Ads.
Don’t forget: If you are planning to create your own Google AdWords campaign, check out our Online Advertising service!
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