Google AdWords: Keywords

You’ve created your AdWords account, so now what?

The dashboard is overwhelming. Understanding which graphs and numbers are meaningful and knowing that you’re using the keywords correctly is the biggest challenge. To get you started, here are 3 things you need to know: Keywords, Devices, and Auction Insight.

Understanding keywords

Keywords are the bread and butter of Google AdWords. Keywords are specifically picked words or phrases that you come up with to configure where and when your ad can appear on search results. Keywords are related to your business because they are the select words or phrases used in Google Network search results.

What are keywords?

Let’s say you own an athletic shoe store, you shouldn’t make “hiking gear” apart of your keyword list, because it will cause your ad to show for hiking gear and never bring you any true business. The caliber of your keyword list can determine the success of your ads. Building a great keyword list will help draw in the most interested people to your ads, who will more than likely turn into customers for your business.

How do I come up with the right keywords?

modthink-marketing-teamwork-google-adwords-ketwords-brainstorming-phrases-paid-advertisingThink about your brand, the product you sell, and any other themes related to your business. Now think about words or phrases people might use when searching for you. Let’s stick with the athletic shoe store example. Your keywords can be as broad as “shoes” or as specific as “mens basketball shoes”. Also think about searches that could possibly trigger your ads that you don’t want. Say your shoe store doesn’t sell football cleats, you should add “cleats” as a negative keyword, so all searches related to cleats will not trigger your ads. Lastly, think about how many ad groups you have. You should organize about 10-20 words or phrases for each ad group that all revolve around a specific theme. Google works on the back end and automatically matches your keywords with different variations of spellings or plural versions, so as long as you cover the basics of the phrases, Google will handle the rest.

Match Types


Keyword Match types can decide if your ads show to your targeted audience, or if they randomly appear when someone is searching for something unrelated to your business. Each different match type brings on different benefits. A Broad match will show your ad based on your keywords, while a Phrase match is more targeted to control what audience you want to see your ads.

The set up for the different match types also requires little work, if you want to modify your Broad match, simply put a plus ( + ) in front of your keywords, while adding brackets ([ ]) around your keywords will change them into the Exact match type. On the other hand, say you want to utilize the Negative match to prevent your ads from appearing in  unrelated searches, simply add a minus ( – ) in front of the keywords. Learning how to use the different match types will bring in results for your ads. They all require little to no set up, and they are constantly working for you.

In conclusion

When you’re creating keywords, remember to think like your customer. Think about the words or phrases they are using when searching for your company. Always stay up to date on your keywords performance, if you see that they are beginning to have low performance, pause them or brainstorm new ones. Keywords are how you get your foot in the door on the Google Network. You are competing with thousands of other ads from companies in your field, so you need to make sure you stand out. The first way to make that happen, is by having an efficient keyword list.

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