Keywords in AdWords

keywords adwords, negative keywords, placements in adwords, keyword match type in adwords

Are you stuck for keywords when it comes to building your own campaign?

The Keyword Planner tool can show you the keywords which searchers are using and how many times each keyword is used. A statistic will also show you the competition of that keyword and how many more ads are using. If you type in your website URL, it will also give you an analysis of the keywords people typed to reach your website. There are plenty more out there, non-Google related keyword generators.

The search term, or keyword, is more personalized to your own ad and will show you how your customers react to your ad and what keywords are triggering your ad. With this, you will be able to better judge what negative keywords to include, which will be explained in more detail below, as well as finding the best keywords for either a Search Network ad or a Display Network ad.

Placements are specified websites or places on Google’s partner sites where you’d like your ad to appear. You can choose the most relevant to you. Read more below.

Display Network Placements

With a Display Network campaign, you may want to have your ad appear on websites with similar themes as the products or services you provide. By using placement-targeting combined with keyword targeting, you can manually decide which websites you’d like your ad to appear on triggered by certain keywords. If Mary Flynn has a flower shop and she’d like to place an ad on the Display Network, Google will match her ad keywords to relevant websites or blogs about flowers using contextual targeting. A good tip for Mary would be to use keywords to refine her ad placement. For example, if Mary decided she wanted her ad to appear on a garden website that has many webpages within it, such as ‘garden tools’, ‘garden sheds’, ‘garden blog’ or ‘garden pots and plants’, her ad may only show on the pages which match her own keywords. The content of the page ‘garden pots and plants’ might be most relevant to Mary’s flower shop, for example. This is contextual targeting working its magic.

If Mary had a Search Network campaign, placements are not taken into account as only keywords are used to match customers’ searches to her ad.

To monitor your ad performance, go to Display Network tab within your campaign. Go to Placements to check placement-targeted ads and how they perform on various places you have requested to have them displayed on. Or go to Display Keywords to see how keyword-targeted ads have been performing. Both will show ‘impressions’.

Get keywords suggestions for your Display Network ads by going to Tools and Display Planner. This useful tool will help you to create a good keyword list based on the websites or keywords your customers may use. Get ideas and click on the Individual targeting ideas option.

If you get plenty of ideas for keywords and add them to a Keywords plan, you can create an ad group that is specific to a set of keywords. If you sell well-known brands such as HP, Samsung etc, include those names in your keyword list.

Just like you can get ideas for keywords for your ad groups, Google can also suggest negative keywords and placements where you wouldn’t want your ad appearing or where it is not performing well.

Negative Keywords

You can add negative keywords when your campaign type is ‘Search Network only – All features’, or ‘Search and Display Networks – All features’, or exclusions for ‘Display Network Only’.

This is a perfect example of needing to include negative keywords. If Specsavers were running an ad campaign, they would have to exclude keyword phrases such as ‘wine glasses’ or ‘window glasses’.

In Campaigns, go to the Keywords tab and head to the negative keywords section. Choose whether to add negative keywords to ad groups or campaigns.

If your keyword match type is:

1. Phrase match: “put negative keywords in quotation marks”

2. Exact match: [use brackets]

Don’t forget to SAVE.

Within your AdWords account, go to ‘Shared library’. Choose ‘Campaign negative keywords’ or ‘Campaign placement exclusions’ depending on if your ad campaign is for a Search or Display Network. To add a new idea for a negative keyword, go to ‘List suggestions’. If you click ‘Apply’, those new negative keywords will be applied to your campaigns, but it will replace all the previous negative keywords you had.

Now, when you allow your ad to go live, you can choose how the keywords which searchers type into Google are matched to your ad, known as Keyword Matching.

Broad Match

This is the default keyword match type by Google. Your ads with specific keywords will allow Google to display them to viewers who type those keywords, but also with keyword variations. Joe Finnegan may type ‘flooring for bathroom’, but your keyword may have been ‘floors for bathrooms’. If Joe misspells ‘flor’, adds a plural to ‘bathrooms’ or searches ‘floor tiles for my bathroom’, Google will match his search to your ad due to the keyword ‘broad match’ setting.

You will save time with this option (there is no way you can predict which keywords EVERY person will use). Google knows search behaviors and will add keyword variation techniques to match to your ad with searchers. As well as that, if you will save money because if your ad does not get any clicks for a keyword variation (say ‘tiles for bathrooms’, ‘bathroom tile’) Google will stop showing your ad every time someone types those keywords, since it will most likely not get you clicks.

Be careful as this option may decrease:

1. Quality Score of an ad, since the keyword variations are broad.

2. CTR may suffer.

Phrase Match

As the name suggests, this option matches your keywords more closely with those phrases which people search. Some very small variations are taken into account, such as words before and after that a keyword. While some variations are allowed, such as spellings, plurals, the most important thing to keep in mind is that phrase matching keeps the same word order of keywords, so if someone used ‘used or second hand cars in Dublin’ and your keyword is ‘used cars in Dublin’, your ad will not be displayed to that searcher as ‘second hand’ disrupts the order of the keyword sequence.

The cool about phrase match is that when someone is searching a keyword, and it matches the keywords in your ad, those keywords are bolded. Immediately, the searcher’s attention will be drawn to your ad, increasing CTR. If you are confident and know your customers very well and can predict the phrases they will use, phrase match is a good choice. Don’t forget to set your campaign type to either ‘Search Network only – All features’, or ‘Search and Display Networks – All features’. Within the ‘Campaigns’ section, go to ‘Settings/Advanced Settings’, and ‘Keyword matching options’. When selecting ‘phrase match’, click Do not include variants.

Exact Match

This option gives you the most control over who you want to see your ads since the searcher’s keywords must match exactly those in your ad, or with small variants such as spelling, accents, plural or stemmings, acronyms and abbreviations.

Your ad Quality Score will only be judged based on your own selected keywords and no variants. CTR may also be increased as if Sophie types ‘bakeries in Kildare’, and sees those keywords in bold in your ad, she will most likely click on your ad, since it is exactly what she is searching for. This option is pretty time consuming, and requires a lot of effort to know exactly what words your customers are searching.  A good tip is to pay close attention to the search term report and use the Google Keyword Planner.

Now you know how to find the best keywords for your ads, how to match them to your customers’ searches and how to place or remove them from certain websites on the Google platform.