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Webucator's Free Introduction to Google AdWords Tutorial

Lesson: Working with Keywords

Welcome to our free Introduction to Google AdWords tutorial. This tutorial is based on Webucator's Introduction to Google Ads course.

Lesson Goals

  • Keyword building strategy.
  • Keyword building tools.
  • Keyword match types.

Building Keyword Strategy

Keywords form the core of your ad campaign. They set the entire advertising process in motion. Thus, building a strong keyword strategy is a vital process. Here is a guideline for building your keyword strategy:

  1. Product/brand association: Understand the correlation between products/services which you offer and how others will associate with them (e.g., bleach as in product vs. bleach as the Japanese cartoon series). Good keywords should accurately map your products and services with your ideal customer profile.
  2. Read your prospect's mind: Keywords are your customers' intentions expressed in their own words. Find keywords which will answer your customer's queries (e.g., if you are a plumber then you might want your ad to show up for keywords such as basement flooding, low shower pressure, etc.).
  3. Organize your keywords into buckets: Before looking for actual keywords, identify different themes for your keywords. Each theme could represent a variation of your focus.

Note: Keywords are not case sensitive and you can have a maximum of 50,000 active keywords.

Keyword Discovery and Keyword Research

Keyword Discovery

The first step in this process is to come up with as many keywords as you can think of relating to your products/services. Before you seek help from keyword tools, it is recommended that you build your own keyword list using an Excel file. A good keyword discovery process is as follows:

  1. Build a high-level list of your products and services by looking at the content available on your Web site.
  2. Examine your print collateral or content available in your marketing emails and identify specific keywords.
  3. Review your competition's Web site and try to identify those elements which distinguish your products/services from your competition.
  4. Look at keywords report in your Google Analytics account (highly recommended).
  5. If you have an internal site search tool on your Web site, then examine keywords typed in your internal site search. Google Analytics has dedicated reports to analyze internal keywords.

Keyword Research

There are various tools offered by Google and third parties which will aid your keyword research. Here is a list of some keyword tools:

  1. Google Keyword Planner Tool
  2. Google Insights for Search
  3. Compete.com
  4. KeyWordSpy.com

The above tools will help you in building up your keyword list.

Leveraging the Google Keyword Planner Tool

Recently, Google has replaced their Keyword Tool with their new Keyword Planner tool. This new tool provides very similar data, but presented in a new way. This tool can be found under the Tools tab. The first consideration is determing why you're using the tool. Google provides three choices, as seen in the screenshot below:

  1. Search for keyword and ad group ideas
  2. Enter or upload keywords to see how they perform
  3. Multiply keyword lists

Keyword Tool

Most times, you will want to choose the first option, Search for keyword and ad group ideas.

To begin searching for keyword ideas, and the associated search volume, you'll have to enter the appropriate targeted keywords, and/or your desired landing page, and/or your product categories. It's recommended that you try a few search variations to get your desired results. After making these selections, you can then further refine your results by drilling down to a specific location.

Demo for the Google Keyword Planner

Lets use the Keyword tool from Google to find our list of targeted keywords for a new golf club website. And let's say that we want to run some AdWords campaigns just in Florida to test the waters. In the following screenshot, let's go over the settings for this initial search.

Keyword Tool

Now, lets talk through some of the suggestions Google has provided us. In the following screenshot, you will notice one set of suggested keywords, their estimated monthly search volume, and the estimated cost per click. In the same row for golf clubs for sale, we see that term boasts 720 searches within Florida, with an average cost-per-click of $.92.

Keyword Tool

Keyword Brainstorming

Duration: 25 to 30 minutes.

Develop keyword strategies and then build keywords lists for the following businesses:

  1. A catering company in the Central New York region which is known for its customized menu items and variety of food options (vegeterian, vegan, etc.).You want to develop a marketing campaign to promote the company's core competencies for different types of catering events.
  2. A bike store in Arlington, VA which has highly qualified staff to provide guidance to any type of biker. You want to promote that service and attract new customers.
  3. An online electronic store which sells electronic items nationwide at substantial discounts as compared to retail stores. You want to boost the sales for TVs, home theater systems, and video game systems via an online marketing campaign.
  4. You should also spend some time now thinking about your own business, and what keywords you might choose.
  1. First build a high-level keyword list in Excel. Use the course points discussed in the section named Building Keyword Strategy (e.g., brand association, possible queries, different themes).
  2. Once you have a high-level list of keywords ready, use the Google Keyword tool to expand your keyword list and discover some new keywords.

Focusing and Targeting Keywords

AdWords gives you the ability to decide how precise a user's search phrase must be to trigger your ad on Google search pages. You have the following options:

  1. Broad Match (default type)
  2. Phrase Match
  3. Exact Match

Broad Match

Your ad will get triggered for any variation of your keyword or phrase in a search query. This option reaches the most users. For example, if your keyword is San Jose Sharks then San Jose White Sharks will also trigger your ad.

Phrase Match

This option narrows your reach by showing your ad only when the search term contains your keyword. You can set this preference by including your keyword in double quotations. For example, if your phrase match is "San Jose Sharks," then your ad will not be triggered for search queries like the San Jose White Sharks. However, your ad can be displayed for search terms like San Jose Sharks Museums.

Exact Match

This option further narrows your reach by only showing your ad when the search term is exactly the same as your keyword. You can set this preference by including square brackets around your keyword. For example, [San Jose Sharks] will now trigger an ad only when the search query matches the entire phrase as it is.

Setting up Negative Keywords

Negative keywords are filtering keywords. Negative match type prevents your ad from showing when a word or phrase you specify is part of a search term. You can set this option by putting a minus sign before your keyword. For example -"great white". -"white sharks", -"shark museums", -"aquarium".

Keyword Match

Keyword Match Type

Duration: 20 to 25 minutes.

Use all the keywords which you came up with in the previous exercise and refine each keyword using appropriate match types.