So you’re considering launching your first AdWords campaign, or you are perhaps just getting started with AdWords. How do you come up with quality keywords for your search campaigns?
Let’s start with the basics.
What are keywords? Keywords are search terms that you decide to target, and search terms are specific words or phrases that someone types into Google. When you target those search terms as your keywords, those terms will generate your ads.
Match types are vital to understanding how your keywords function. Essentially, match types control how precisely your keywords have to match Google search terms in order to trigger your ad. If you go too broad, you risk wasting a significant percentage of clicks on irrelevant clicks, but go too narrow and you may miss vital traffic to your site. For a full explanation of match types, check out this article.
How can you tell if your keywords are generating quality search terms? In your Keywords tab, check out the “Search Terms” button. You’ll be able to see exactly what searches generated your ads.
What is a high quality keyword? A high quality keyword is one that gives you the best CTR and conversion rate, for the lowest price. It also never targets irrelevant search terms, and it hits the sweet spot in terms of the sales funnel.