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Google Ads Tutorials: Understanding how keywords work

Google Ads Tutorials: Understanding how keywords work


[light music] To build your Search campaigns,
you’ll set up keywords in every ad group. In order to have your ads appear when
people search for your product or service, you must choose keywords to match the
words or phrases that people search for. For example, if you sell sneakers, you can add ‘buy sneakers’ as a keyword
in your Google Ads campaign. When people type ‘buy sneakers’ on Google search, your ad might appear on the search results page. To allow greater flexibility in defining
what keywords can trigger your ad, there are different keyword
match types in Google Ads: broad match, broad match modifier, phrase match, and exact match. Note that each match type has its own symbol. When you use broad match, Google Ads automatically runs your ads on
relevant variations of your keywords. This includes synonyms,
singular and plural forms, possible misspellings, stemmings
-such as floor and flooring-, related searches, and other relevant variations. For example, if you set a keyword
like: ‘vegan shoes for kids’, with a broad match, your ad
may show for searches like: kids vegan shoes, vegan shoes for toddlers ethical kids clothes, and vegan shoe brands. Broad match is the default match
type that your keywords are assigned if you don’t specify another match type. Broad will start you off widely, so if you want
to be more focused with your keyword targeting, consider starting with other match types. Broad match modifier offers
more control than broad match. This match type only shows ads to searches that
include the words you’ve marked with a plus sign, or close variations of the plussed terms. For example, the broad match modified keyword
‘red shoes ’ with plus signs on each keyword can match search queries like: red men’s shoes, red sneakers, red shoes for kids. But not search queries like: blue shoes, or kids sneakers. With phrase match, your ad can show to
customers who are searching for the exact phrase of your keyword and close variants
of it, with additional words before or after. For example, the phrase ‘tennis shoes’ in
quotations can match with queries like: red leather tennis shoes, buy tennis shoes on sale, or red tennis shoes. But not search queries like:
tennis sneaker shoes. With exact match your ad can show to customers
who are searching for your exact keyword, or close variants of your exact keyword, but without additional words before or after. The close variants include searches for keywords
with the same meaning as the exact keywords, regardless of spelling or grammar similarities
between the query and the keyword. For example, the exact word ‘shoes for kids’
in brackets, can match queries like: kids shoes, shoes kids, kids shoe, or shoes for a kid. But not search queries
like: red shoes for kids, or buy kids shoes. Now that you know these four match types, choose a simple keyword
strategy that fits your needs. One way to set up your keywords is
using broad match modifier together with exact match keywords. The broad match modifier keywords will uncover
and capture a wider range of queries. Some of these queries might have a
large volume or exceptional performance. These specific queries can be added as
exact match keywords to the same ad group. You can put these different match types in
the same ad group, since only one keyword will trigger your ad at a time. To add new keywords, go
to your desired ad group and in the keywords tab, click the plus button, and start inserting keywords in the empty box. Don’t forget to add the right
match type symbols. To come up with new keyword ideas or to see the
estimated search volume of specific keywords, try using the Keyword Planner. Go to the tools tab, click
the Keyword Planner, and start exploring this great tool! Another very important component
of keywords is negative keywords. Negative keywords prevent your ad from
being triggered by certain words or phrases. Please note that negative
keywords also use match types. However, these negative match types work
differently than their positive counterparts. The main difference is that you’ll need
to add synonyms, singular or plural versions, misspellings, and other close variations
if you want to exclude them. For example, if you sell kids
shoes, but not running shoes you might wanna add ‘running
shoes’ as a negative keyword. If you add it as an exact
match negative keyword you would still be showing ads
to search terms like: running shoe, shoes for running, or running sneakers. To avoid this you need to add in other variants, or just add ‘running’ as a phrase
match negative keyword. Negative keywords can be
added in the keywords tab. To add new negative keywords
click the plus button, and start inserting your negative keywords. They can be added at the campaign
level or the ad group level. One great tool you’ll want to use
is the search terms report, which identifies the search terms
that triggered your ads. This report will show you a list of
search terms and their performance, so you can decide which search terms have high
volume and should be added as an exact keyword, and which search terms should
be added as negative keywords. To see your search term report, go to the keywords tab and click
the search term tab in the menu. When selecting a search term
you can either add it as a keyword or add it as a negative keyword. Don’t forget to add the match type symbol,
in case you’re adding an exact phrase or broad match modifier keyword. Lastly, consider creating a separate
Dynamic Search Ads campaign, which helps you capture
all relevant search terms that are not captured by
your existing campaigns. This is important since 15% of
the searches seen every day are new and can’t be predicted. Now that you know how to implement
keywords in your search campaigns, it’s time to start creating great text ads. [music continues]

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