Welcome to our free Introduction to Google AdWords tutorial. This tutorial is based on Webucator's Introduction to Google Ads course.
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:
Note: Keywords are not case sensitive and you can have a maximum of 50,000 active keywords.
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:
There are various tools offered by Google and third parties which will aid your keyword research. Here is a list of some keyword tools:
The above tools will help you in building up your keyword list.
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:
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.
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.
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.
Develop keyword strategies and then build keywords lists for the following businesses:
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:
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.
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.
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.
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".
Use all the keywords which you came up with in the previous exercise and refine each keyword using appropriate match types.