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Keywords in Google Ads are the foundation of every advertising campaign. If you’re new to Google Ads, understanding keywords is crucial. This article will explain Google Ads keywords in detail, how they work, and why they’re essential for campaign success.
Keywords in Google Search Ads
Most people think of search ads when they hear Google Ads. When you search on Google, the ads that appear at the top of the results page are closely related to your search query. This is the core of Google Ads. For example, if you search for “lawyer in Hanoi,” the top results with the word “Ad” next to them are Google Ads.
Keywords are the information you provide to Google, telling it when you want your ads to show when someone searches for that keyword or related terms. In other words, you’re telling Google: “I want to participate in the ad auction when users search for this keyword, and I want my ad to have a chance to show because I believe searchers using this keyword are likely to click on my ad and visit my website.”
Keywords vs. Search Terms
Although they seem similar, keywords and search terms are different. Keywords are what you enter into Google Ads, while search terms are what users actually type into Google. When you enter the keyword “lawyer in Hanoi,” your ad might also show for related search terms like “real estate lawyer in Hanoi,” “divorce lawyer in Hanoi,” or “find a good lawyer in Hanoi.”
Keyword Match Types
Google Ads offers several keyword match types to control how closely the keyword needs to match the search term for your ad to show:
- Broad Match: Google has the most flexibility in showing your ads for a wide range of search terms it deems relevant to your keyword.
- Phrase Match: Your ad will show when the search term contains your entire keyword in the exact order, potentially with additional words before or after. For example, the keyword “accounting services” would match the search term “best accounting services.”
- Exact Match: Your ad will only show when the search term is an exact or close variant match to your keyword.
Negative Keywords
Negative keywords allow you to prevent your ads from showing for unwanted search terms. For example, if you’re a lawyer specializing in civil law, you might add the negative keyword “criminal” to avoid wasting budget on people searching for criminal lawyers.
Search Terms Report
The search terms report in Google Ads shows you exactly which search terms triggered your ads. You should regularly check this report to identify irrelevant search terms and add them to your negative keyword list.
Conclusion
Understanding keywords, match types, and negative keywords is key to optimizing your Google Ads campaigns. By using the right match types and regularly updating your negative keyword list, you can ensure your ads are shown to the right audience, increasing campaign effectiveness and saving your budget. Start optimizing your keywords today to achieve the best results for your Google Ads campaigns!