With proper keyword list for your campaign, you can show your ads to customers of your choice looking for specific terms or consult individual websites. Your keywords should be terms that your potential customers might use to find your products or services.
Basic principles: choice and organization of your keywords
1. Put yourself in the place of the customer when you create your list.
List the main categories of your business and the terms or expressions likely to enter each. Include the words or phrases your customers use to describe your products or services.
If you sell athletic shoes for men, you can start with basic categories that may be used by your customers, as men sneakers. You can also add men’s sneakers or tennis shoes for men, it turns out that these terms are often used to describe your products. Continue to expand your list to include the name of your brand and your products.
2. Depending on your goal, choose more generic or more specific keywords.
To maximize your ROI, select specific keywords directly related to the theme of your ad. When using more specific keywords, your ad is only broadcast when searches are for terms related to your business. However, remember that if your keywords are too specific, you may not reach as many users as you would like.
If you want your ad to show to the largest possible number of users, you should choose generic keywords. Know that in most cases, adding very general keywords makes it difficult to reach potential customers. Indeed, your ad may be distributed for research that are not always related to your business. In addition, more general keywords likely to be more competitive and lead to higher bids.
We advise you to test more or less specific keywords in order to decide which generate the best results. Whatever the degree of generality or specificity of your keywords, they must always correspond as much as possible, to your ads and your website. Note that we distribute one ad per advertiser on a particular keyword. It is therefore advisable to avoid including the same keyword multiple times in your account.
If you sell athletic shoes for men, you can choose specific keywords such as running shoes for men, since you sell this type of footwear. Your ad is eligible to appear and when someone searches this kind of shoe or visits a Web site on the run.
If you have a large shoe store, you can choose a generic keyword such as shoes. Your ad is eligible to appear and when someone searches different types of shoes or consults sites related to fashion.
3. Group similar keywords by theme.
If you consolidate all your keywords and ads in an ad group, your ad for men’s tennis shoes is eligible to appear when a search person evening shoes for women.
To deliver more relevant ads to your potential customers, try to collect your keywords in ad groups based on your products, your services, or other categories. Moreover, by grouping your keywords thematically your account is still perfectly structured.
Imagine that you are the owner of a shoe store. You can create two ad groups: one for running shoes and one for evening shoes. The first ad group can include keywords type running shoes and running shoes as well as customized ads to users who are looking for running shoes. The second ad group can include keywords type evening shoes, elegant shoes, as well as customized ads aimed at users searching for evening shoes.
So when potential customers will launch a search on one of the keywords in this ad group (elegant shoes, for example), we will offer them your ad for evening shoes.
4. Choose the right number of keywords.
Most advertisers are useful to have between 5 and 20 keywords per ad group, but you may well go beyond. However, make sure that the keywords in each ad group are directly related to the theme of the group. There is no need to include other variations of your keywords, such as misspelled keywords or plural versions. Note that keywords consist of two three-term (expression) generally offer better results.
You can include up to 20 000 individual targeting elements (including keywords) per ad group and up to five million per account. However, most advertisers believe that a handful of well-targeted keywords will generate most relevant clicks.
If your ad group contains the broad match keyword tennis shoes, your ad is eligible to appear when someone searches that keyword or variant, for example tennis shoes buy tennis shoes, race or sneakers.
Intermediate principles: use of keywords planning tool of negative keywords and the report “Search Terms”
1. Use the keyword planning tool to find and select new keywords.
The keyword planning tool allows you to get keyword ideas and traffic forecasts, which can be useful for disseminating a campaign on the Search Network. It also tells you the expected performance of a list of keywords and the frequency of use of these terms in searches. You can choose the keywords that allow you to generate traffic to your website and enhance awareness of your product, for example.
If you type the phrase “running shoe” in the keywords planning tool, it can offer you discounted running shoes or running shoes with motion control as other potential keywords. Statistics accompany every idea of keyword and indicate, for example, the level of competition or the frequency of use of Internet in research worldwide. You can use these statistics to determine which keywords to add to your list.
2. Improve your clickthrough rate through negative keywords.
In some cases, you will want to prevent your ad to show if the request is not related to your product or service. So try to add negative keywords to reduce costs and ensure that your ad is shown only for specific search terms.
Imagine that your running shoe store is only for men. If you do not want your ad to appear after a search on running shoes for girls or women, you can add keywords to exclude girls and women.
3. Improve further your keyword list through the report “Search Terms”.
The report, “Search Terms” indicates that users are looking for when they saw your ad. You can rely on this information to rule out poor performing keywords or add others. The report on the search terms also allows you to identify negative keywords.
Advanced tips: use of match types keywords and keyword selection for the Display Network
1. To better control your audience, use keyword match types.
The types of keyword match allows you to better control the audience who sees your ads. For example, thanks to the “exact match” your greeting is played if a user searches for that exact keyword (or close variants, such as misspelled words or versions plural).
Note that the keywords are not case sensitive: they trigger the dissemination of advertisements they are entered in uppercase or lowercase. For example, there is no need to enter both running shoes and running shoes. The keyword running shoes applies in both cases.
If you want your ad being aired only to persons interested in running shoes for men, you can add to the list of exact keywords terms of the type running shoes for men and men shoes race.
Thus, your ad is eligible to appear for searches on these exact words or close variants (eg, running shoes for men). However, your ad will not show for searches on terms like best running shoes for men, since this term is not a close variant of your exact keyword and contains the best term that does is not.
2. Choose keywords related Web sites your customers.
On the Display Network , your keyword list allows us to show your ads on relevant websites visited by your customers. Try to choose keywords that a relationship between them and with those sites. Find out how to choose keywords for your campaigns on the Display Network .
Because we use your keywords to put your ads matched to relevant websites, all keywords for campaigns on the Display Network are considered broad match. You can improve the relevance of your keywords by excluding certain terms of ad groups that target the Display Network.
Suppose you have created a list of keywords containing terms related to the boots. The key words in your list are likely to target websites dedicated to boots. Also remember to exclude skiing and snowboarding terms so that your ads do not appear on sites related to winter sports.