Google Ads is a dynamic platform that allows businesses to reach their target audience by bidding on relevant keywords. Understanding how keywords work is essential for creating effective and targeted advertising campaigns.
In this article, we'll delve into the intricacies of keywords on Google Ads and explore best practices for maximising their potential.
Keywords 101
Keywords are the foundation of Google Ads campaigns. These are the terms or phrases that users enter into the Google search bar when looking for information, products, or services. Advertisers bid on these keywords, and when a user's search query matches a bid, the advertiser's ad may appear in the search results.
Types of Keywords
Broad Match: Ads appear for a wide range of related searches, including synonyms and variations. It offers the broadest reach but may lead to less targeted traffic.
Phrase Match: Ads show for searches that include the exact phrase or close variations. It provides a balance between reach and specificity.
Exact Match: Ads display only for searches that exactly match the keyword. This option offers high precision but may limit the audience reach.
Broad Match Modifier: Allows advertisers to specify certain words that must be present in the user's query for the ad to appear. It combines the reach of broad match with the precision of phrase match.
Keyword Research
Successful Google Ads campaigns begin with thorough keyword research. Use tools like Google Keyword Planner to identify relevant keywords for your business. Consider the search volume, competition, and relevance of each keyword to ensure they align with your campaign objectives.
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Ad Relevance and Quality Score
Google rewards advertisers for delivering relevant and valuable ads to users. Ad relevance, part of Google's Quality Score algorithm, is determined by how well your ad copy aligns with the chosen keywords. A higher Quality Score can lead to better ad placement and lower costs per click.
Negative Keywords
In addition to selecting keywords to target, it's equally important to identify negative keywords—terms for which you don't want your ads to appear. This helps filter out irrelevant traffic, ensuring that your budget is spent on users genuinely interested in your offerings.
Keyword Match Types in Action
Let's see how different match types can impact the appearance of your ad:
Broad Match: Keyword: Shoes
Triggers ads for: Running shoes, dress shoes, comfortable shoes.
Phrase Match: Keyword: "Women's Shoes"
Triggers ads for: Affordable women's shoes, stylish women's shoes.
Exact Match: Keyword: [Leather Shoes]
Triggers ads for: Leather shoes, but not for suede or canvas shoes.
Continuous Optimisation
Successful Google Ads campaigns require ongoing optimisation. Regularly review the performance of your keywords, adjust bids, and experiment with different match types to find the optimal balance between reach and relevance.
Final Thoughts
Keywords are the backbone of any successful Google Ads campaign. By conducting thorough keyword research, optimising ad relevance, and strategically using match types, advertisers can unlock the full potential of this powerful advertising platform. Stay agile, adapt to changing trends, and continuously refine your keyword strategy to ensure your Google Ads campaigns drive the desired results for your business.
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Will Staber, Digital Marketing Strategist