People searching online are looking for something specific and will click on the first result they believe is going to be the most helpful to them.
You might be thinking: “I already appear in organic results on search engines. Why should I pay to advertise too?”
Well, there are three key reasons:
- On average, digitally prepared businesses anticipate four times better revenue compared to the less-prepared ones
- Advertising on search engines protects you from the competition who may be advertising on your branded terms.
- Search ads appear first in the search engine results pages (SERPs) above the organic results.
Paid search advertising allows advertisers to capture the attention of their audience in a more targeted way than with organic search alone.
Search ads allow you to anticipate the wants, needs, and desires of your potential customers and serve ads to them that are highly contextual. Over time, the analytics of your search ads can help you analyze and improve those ads to reach even more people.
But how does Google know how to deliver the right ad to the right person? That’s where keywords come into play. A keyword is one word or phrase that someone uses to describe what they need in search. Advertising on search platforms takes the targeting capabilities available on social media platforms, like demographics and location, and layers it with the addition of keywords.
When a Google user types a query into the search field, Google returns a range of results that match the searcher’s intent. Keywords align with what a searcher wants and will satisfy their query. You select keywords based on which queries you want to display your ad alongside.
Keyword research is just as important for paid ads as it is for organic search. That’s because Google matches your ad with search queries based on the keywords you selected. Each ad group you create within your campaign will target a small set of keywords and Google will display your ad based on those selections.
Let’s say Mary is moving to a different house and is looking for a home mover. So she goes into Google and types “who are the best movers.” By searching “best home movers,” she’s going to see results for advertisers that targeted keywords like “moving companies” and “top-rated movers.”
Search engines also consider your intent when choosing the types of ads to display.
In the example above, search ads were the most helpful resource. But what if you’re looking for a location-based business, like a coffee shop? In Google maps, you might see “Promoted Pins” like these, shown in purple on the map and in the search results on the left. Promoted Pins are a great way for businesses to attract customers to their business based on location.
What if you’re looking to make a purchase? Well, Google might show you a different kind of post to match your intent, such as Shopping Post Ads.
In this example below, Google shows you shopping post ads for the keyword “buy snowboard.” Since my query includes the word “buy,” Google knows that I’m interested in making a purchase, so I am shown ads for products I might be interested in.
So how do you select your keywords?
Keywords typically fall under two categories: brand and non-brand.
A brand keyword is a word or phrase that includes a brand’s name or variations of a brand’s name. For example, some of Bitrix24‘s brand keywords include Bitrix24, Bitrix24 Free CRM, and Bitrix24 Marketing Hub. These are all variations of the Bitrix24 brand and the tools that we offer.
Non-brand keywords are all other relevant keywords that don’t include a brand’s name or variations of a brand’s name. Some of Bitrix24’s non-brand keywords include inbound marketing, sales software, and customer relationship management (CRM).
While these keywords are not part of Bitrix24’s brand name, they are relevant terms that allow Bitrix24 to reach audiences that might be interested in eventually making a purchase.
If you don’t run ad campaigns for brand keywords, you’ll leave your business vulnerable to losing website traffic to the competition who is bidding on your brand keywords. Non-brand keywords still have a role to play, too. Non-brand keywords allow you to reach new audiences unfamiliar with your brand.
When it comes to when your ad is displayed, you don’t just want to pick a certain group of keywords and have the ad shown only when those keywords are entered into the search engine.
This is where match type comes in. Since there’s an infinite number of ways that people can actually search for one term, Google gives you three match types to choose from: exact match, phrase match, and broad match.
Let’s take a look at each match type:
- Exact match: A keyword set to exact match will only display your ad if the search term includes that exact keyword or a very close variation. Exact match keywords are surrounded in [brackets].
- Phrase match: A keyword set to phrase match will display your ad if the search term contains the same order of the words, but it can also contain additional words. Phrase match keywords are surrounded by “quotes”.
- Broad match: A keyword set to broad match displays your ad when the search term contains any or some combination or variations of the words in your keyword, in any order. Broad match keywords don’t include any symbols.
- Negative keywords: Excludes your ads from being shown on searches with that term. Negative keywords include a -minus sign.
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