4. Google AdWords - Keyword Targeting - Fundamentals Exam

Default Keyword Match type is?

By default ads are set to "Boad Match

Do you need to pay the Full CPC amount for each click?

However, you might not need to pay the full max. CPC amount for each click. No, An auction is run every time a customer searches, oWhich determines which ads show for this search and in what order. -----Auction - The AdWords system evaluates your keyword for each auction and calculates its Quality Score. -----The Quality Score is based on the recent performance of the keyword and your ad, how relevant the two are to the search term, and other factors. o The higher the score, the lower the bid requirement.

How Negative Keywords can help improve click-through rate

Negative keywords help make sure that your ad doesn't show for searches that include that term, ---which can help you reduce costs. Negative keywords work with your normal keywords to show your ads ----just to the audience you want. o-For example, if you sell dog clothes but your business doesn't carry any cat clothes, you can add "cat" as a negative keyword to make sure your ad doesn't appear to people looking for cat clothes.

How does Broad Match Type work?

The default matching option, means that your ad may show if a search term contains your keyword terms o in any order, o and possibly along with other terms. o can also show for close variations of your keywords.

You can use match types to:

control who more likely to see ad help use budget more effectively set how closely keywords need to match before ads are shown to potential customers

Image - Step to narrow Exact and Phrase matching

"campaigns tap" Settings Tab Under "Advanced Setting" 5.In the "Exact and phrase match" section, select Do not include close variants.

Is it possible to narrow down exact match and phrase match targeting?

* Yes, You can narrow your exact match and phrase match targeting for new campaigns or existing ones. *Doing so means your ads won't show for close variations of both your exact match and phrase match keywords.

By default do ads show when close variation for Exact Match and Phrase Match targeting is used?

*Exact match and phrase match, we'll show your ads for close variations of your exact match and phrase match keywords. * We recommend doing so to maximize your potential to show your ads on relevant searches.

Steps to Restrict Exact and Phrase Matching

1. Sign in to your AdWords account at http://adwords.google.com/. 2. Click the Campaigns tab. 3. If you'd like to restrict your exact and phrase matching for a new campaign, click + New campaign. If you'd like to restrict your exact and phrase matching for an existing campaign, select that campaign and click the Settings tab. 4. Scroll to the "Advanced settings" section. Click the Keyword matching options link. Keep in mind that if you don't see the link, it might be because you can only restrict your exact and phrase matching for certain campaign types, like "Search Network only - All features." 5.In the "Exact and phrase match" section, select Do not include close variants.

Three Tips How to Choose When Creating Keyword List

1.Use 2-3 word keywords • Balance between too Generic and too specific Too Generic = Yoga (if sell yoga gear) Women's plus size yoga gear 2. Add Negative Keywords 3. Use Keyword Tool • Discover new keyword ideas

How to identify "Exact Match" Keywords

Add [ brackets ] around keyword

Tip: Automatic Bidding / Manual Bidding

Automatic Bidding o If you're just beginning might want to use automatic bidding o You set a target 30-day budget, o Google AdWords sets your bids for you, o aiming to bringyou the most clicks possible within that budget. Manual Bidding oIf you want more control over your keyword bids, set each bid yourself.

What is Broad Match Modifier?

Broad match modifier o You can add a modifier, a plus sign (+), to any of the terms that are part of your broad match keyword phrase. o By adding a modifier, your ads can only show when someone's search contains those modified terms, or close variations of the modified terms, in any order.

When trying to come up with match type the strategy Google Recommends is to:

Broad-to-narrow strategy. This will make it easier to compare and filter for relevance based on observed performance.

Choosing the right keyword matching options and can help you?

Choosing the right keyword matching options and can help you improve your return on investment (ROI).

Explain how "Click through Rate" can signal it might be helpful to move from using broad match?

Click through Rate = You'll generally achieve a higher Clickthrough rate (CTR) with exact and phrase match o because your ads include the exact terms your customers are searching on.

When setting CPC bids you should consider?

Consider the value of a click. o How much is it worth to you to have someone visit your website? o If high value, then you might want to set a higher bid. o In general, a higher CPC bid can allow ad to show at higher position on the page.

How is each match type, which is specified in Google Adwords?

Each match type, which is specified by a special symbol, will trigger your ad to show for a customer's search in different ways.

What is Exact Match Keyword?

Exact Match o ads can appear when someone searches for your exact keyword, without any other terms in the search. o Also show ad when someone searches for close variations of that specific keyword.

How phrase match can help you?

How phrase match can help you * Create ads with the same keywords your customers search on: * Increase your click through rate (CTR) * Have your ad text appear in bold:

What are the different types of Keyword Match Type?

Keyword Match type Ranging from broad to narrow: They are: o Broad match, o broad match modifier, o phrase match, o exact match, o and negative match.

Google recommends to use what tool? When exploring what keyword ideas / variations that could trigger ad

Keyword Planner to brainstorm for keyword ideas and explore the keyword variations that could trigger your ad.

How Keywords Work

Keywords =words or phrases you choose to match your ads with -corresponding user search terms and relevant web content on the Google Network.

How Keyword Bidding Work

Keywords also help determine how much you pay. Each of your keywords has a CPC bid amount. oThese bids specify the maximum amount you're willing to pay each time someone

What are negative keywords?

Negative Keywords • add negative keywords = so ad doesn't show for searches that include those terms don't apply • This can help you reduce costs by making sure your ad shows just to the audience you want.

What is Negative keyword Match?

Negative match o Use negative match prevent your ad from showing to people searching for certain terms. o Your ad won't show if a search term contains the keyword term you

Will deleting or pausing a keyword stop active broad-matched keywords from "expanding to that term?

Pausing or deleting a keyword won't stop one of your active broad-matched keywords from "expanding" to that term. o For example, if your ad group contains the broad-matched keywords flowers and tulips, and you pause the keyword tulips, your ads could still potentially show for the search term tulips, since it's similar to the active broad-matched keyword flowers.

Q- How does Exact Match Work?

Q- How does Exact Match Work? • show ad to customers who are searching for your exact keyword, or close variants of your exact keyword, exclusively. o without any additional words before, after, or in the middle of your keyword. o Also show your ad when someone searches for close variants of your keyword. Close variants include: • misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents.

Note - We'll use your exact keyword - and not close variants - to determine your Quality Score and first page bid estimate

Quality Score and first page bid estimate

Define Exact Match:

Show ad to customers who are searching for your exact keyword, or close variants of your exact keyword, exclusively.

The Google AdWords system automatically runs your ads on relevant variations of your keywords, including:

The Google AdWords system automatically runs your ads on relevant variations of your keywords, including synonyms, singular and plural forms, possible misspellings, stemmings (such as floor and flooring), related searches, and other relevant variations.

In generals the broader the keyword matching option = the more.......................

The broader the keyword matching option = the more traffic potential keyword has

The narrower the keyword matching option, the more.................

The narrower the keyword matching option, the more relevant that keyword will be to someone's search.

Once ads have ran conduction a SEARCH TERM REPORT" can help:

The search terms report can also help you *identify new search terms with high potential that you'll want to add as keywords, *and weed out any terms that aren't as relevant to your business by adding them as negative keywords.

TIPS - On Exact MatcKeyword

Tips o •We suggest using a combination of two or more keyword match types to run an effective ad campaign. If you use broad and exact match, for example, you'll reach a broader audience while also precisely targeting who can see your ad. o •If you want to make sure that your ads don't show for a certain search term, add that term to your ad group or campaign as a negative keyword.

Can a Keyword Variant influence quality score or First page bid estimates?

We'll use your exact keyword - and not close variants - to determine your Quality Score and first page bid estimate.

When might it be more helpful to use other match type other broad?

When other options might be more helpful LOW QUALITY SCORE Low Click Through Rate CTR

What happens when you add negative kewyords? To Search network only and Search and Display Networks? For Display Network Only?

add TERMS as negative keywords - for "Search Network only" and "Search & Display Networks" campaigns or as KEYWORD EXCLUSIONS (for "Display Network only" campaigns), THEN your ad won't show to people searching for those terms or visiting sites that contain those terms.

Keep in Mind - Select negative kewyords that "signal" what?

choose search terms that are similar to your keywords, but signal that people are looking for a different product.

How should Keywords be formatted in order to use Negative keyword Match?

define with a minus sign (-)prefix.

Where can you find Negative Keywords within the Keywords tab of an adgroup?

o As shown in the screenshot below, negative keywords have their own section (which is minimized by default) below your keyword table. oWhen you create a negative keyword (or make one from an existing keyword by adding the negative symbol), it will show up there.

When will using Exact Match be more helpful than Phrase match?

o Exact match is a better option if you know your customers well and want your ad to trigger with the exact words they search for.

Example - Negative Keywords for "Optemitrist" sells glasses

o Example Let's say you're an optometrist who sells glasses. prevent your ad from showing to someone searching for or visiting webpages that contain terms like "wine glasses" and "drinking glasses," since that person isn't likely to buy a pair of your eyeglasses.

oNote: Negative keywords can be used in conjunction with other match types. Example on Back

o For example, you could use an exact match negative keyword to prevent your ad from showing to people who searched for that exact keyword.

Phrase match give you more control over:...........

o Gives you more control over how closely the keyword must match someone's search term so your ad can appear.

A Broad Match Modifier is a google choice if?

o Good Choice if you want to increase relevancy even if it means you might get less ad traffic than broad match.

Why should keywords relevant and high-quality?

o If too general = make it difficult to reach potential customers, so you might make less money. o If too Generic like "bags" to promote your luggage products, your ad could appear to people searching for unrelated items like "tea bags" and "vacuum cleaner bags."

How keywords work on Google Display Network

o Keywords place your ads next to content that matches your ads. o Google's technology scans the content and web address of a webpage and automatically displays ads with keywords that closely match the subject or web address of the page. For example, on a webpage that includes brownie recipes, AdWords might show ads about chocolate brownies or delicious dessert recipes.

How can you make keyword list more relevant higher quality if you seel luggage and your keyword is "Bag"

o Making your keywords more specific and adding words that describe what you sell might help you reach the right customers with your ads. o In this case, you could choose more relevant keywords like: • "luggage bags," "carry-on travel bags," and "buy luggage online."

Negative Keywords are uselful to filter out what?

o Negative keywords are an especially useful way to filter out irrelevant traffic and thus prevent unwanted clicks.

When you add negative keywords to campaing in can help you

o Negative keywords can help you: reach the most interested customers, reduce your costs, and increase your return on investment.

How can phrase match help you Increase your clickthrough rate (CTR):

o Phrase match increases the likelihood of a click because your ad shows only when it matches the searcher's phrase. o Helps decrease unwanted impressions for search terms that don't match your phrase.

Phrase match is _________ than the default broad match, but___________ than exact match.

o Phrase match is more targeted than the default broad match, but more flexible than exact match. *With phrase match, you can reach more customers, while still showing your ads to customers who are most likely searching for your product or service.

With negative keywords, you can:

o Prevent your ad from showing to people searching for or visiting websites about things you don't offer. o Show your ads to people who are more likely to click them. o Reduce costs by excluding keywords where you might be spending money but not getting a return.

Explain how "Quality Score" can signal it might be helpful to move from using broad match?

o Quality Score =Your Quality Score helps determine where your ad shows, and o broad match keywords may contribute to a low Quality Score o if your keywords appear relevant for too many search terms. Example: one-word keyword "hose" • (and one-word keywords are almost always too general). • You may sell garden hoses, but keyword will also be relevant to search terms for automotive hoses, hosiery, fire hoses, and more

Define Maximum Cost Per Click - Max CPC

o These bids specify the maximum amount you're willing to pay each time someone clicks your ad. This is called the maximum cost-per-click (max. CPC).

In order to use to use phrase match keywords. How should keywords be formatted

o To use a phrase match keyword, simply surround the entire keyword with quotation marks. For example, "women's hats".

How does "Modified Broad Match keywords" differ from broad match keywords

o Unlike broad match keywords, modified broad match keywords won't show your ad for synonyms or related searches.

How does "Exact Match" and "Phrase Match" Differ?

o Unlike phrase match, if someone searches for additional words before or after your exact keyword, your ad won't show.

Compared to Phrase and Broad match "EXACT MATCH" keywords are targeted with more or less precision?

o Using exact match means that your keywords are targeted MORE PRECISLEY than broad match or phrase match.

Using phrase match can help

o Using phrase match can help: you reach more customers, while still giving you more precise targeting. Keywords are less likely to show ads to customers searching for terms that aren't related to your product or service.

How can phrase match help you Create ads with the same keywords your customers search on?

o View the search terms your customers used when clicked your ad. o Then add the words and phrases you find to your keyword list, o and use exact phrases in your new ads to reach customers who are more likely to be interested in your product or service.

How can phrase match help whenever your exact keyword matches someone's search term, your keyword will appear in bold.

o Whenever your exact keyword matches someone's search term, your keyword will appear in bold. o Can help attract a searcher's attention when your ad appears. o Plus, you can't manually add bold text or other formatting to your ad text, so phrase match is a good matching option to make your ad more noticeable

Explanin how word order important when using Phrase Match

o Word order is important with phrase match, = Ad won't appear if someone enters an additional word in the middle of your keyword.

What is phrase match - keyword?

o ad can show when someone searches for your exact keyword, o or your exact keyword with additional words before or after it. o Ad shows when someone searches for close variations of that exact keyword, or with additional words before or after it.

TIP - We suggest using a combination of two or more keyword match types to run an effective ad campaign.

o broad and phrase match, for example, you'll reach a broader audience while also controlling who can see your ad. o Negative Match - If you want to make sure your ads don't show for a certain search term, add that term to your ad group or campaign as a negative keyword.

Phrase Match, can show ad to customers who are searching:

o for your exact keyword , in order o and close variants of your exact keyword, o with additional words before or after.

Broad Match is useful when

o helps you attract more visitors to your website, o spend less time building keyword lists, o and focus your spending on keywords that work.

Sticking with broad match default is great choice if?

o if you don't want to spend a lot of time building your keyword lists and o want to capture the highest possible volume of ad traffi

How does using broad match modifier give your more control over broad match

o increase campaign clicks and conversions, o while providing more precise control than broad match. o lets you specify that certain broad match keyword terms, or their close variants, must appear to trigger your ad. oClose variants include: misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (such as "floor" and "flooring"). Variants don't include synonyms or related searches.

To get your ads to appear when people search for your product or service,

o the keywords you choose need to match the words or phrases that people use o Or Keywords, or should be related to the content of the websites customers visit.

Q- Compared to the four keyword matching options, exact match gives you over the others?

o you the most control over who sees your ad, o and can result in a higher clickthrough rate (CTR).

When other options might be more helpful - use other match options than Exact match

o- If Busy, Building and maintaining a list of exact match keywords, including choosing maximum bids for each keyword, requires a time commitment that's difficult for those with busy schedules. o With exact match, you probably won't receive as many impressions, clicks, or conversions as you would with other matching options. --However, the traffic you do receive could be more interested in your product or service.

How does phrase match work?

oAd can appear when people search for your exact phrase, even if they include one or more words before or after it. oAd appear when someone searches for a close variant of your phrase match keyword. oClose variants include: misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents.

What tools can you use to get help building your keyword list find as many exact matches as you can.

oRun a search terms report -- to see a list of search terms that people have used before seeing your ad and clicking it. (SEE ONE NOTE) o Use the Keyword Tool -- to find all the relevant variations of words you might not have thought to add to your keyword list. You'll find the tool by clicking the Tools and Analysis tab in your account. Then, you can add to your keyword list the words and phrases you find that match your business, and use those terms in your new ads.

In order to use Exact Match How should keyword be formatted?

oTo use an exact match keyword, simply surround the entire keyword with brackets. For example, [women's hats].

Selecting high quality, relevant keywords for your advertising campaign can help.........

the customers you want, when you want.

TIP - Choose Keywords Carefully

• Choose your keywords carefully. •Include terms or phrases customers use to describe your products or services. •make sure your keywords directly relate to the theme of your ad and the page you're directing your customers to. •Keywords of two or three words tend to work most effectively.

How to choose the right keyword match types?

• KEYWORD PLANNER - To get started, try using the Keyword Planner to brainstorm for keyword ideas and explore the keyword variations that could trigger your ad. • SEARCH TERM REPORT - Review Search Term Report - As your broad matches quickly gather impressions and clicks, review the search terms report to monitor which keyword variations triggered your ads. • MATCH TYPE COLUMN - Match Type Column - You can use the "Match type" column in your search terms report to see how closely the search terms that triggered your ads on Google are related to the keywords in your account. • Then, you can use this information to get an idea of which match types you might want to use for your keywords. o For example, if you find that most of the variations shown in your search terms report are irrelevant to what you're advertising, consider making your keyword match types more specific.

Q - How exact match can help you

• Limit who sees ad • Have your ad text appear in bold:

How can Broad match type help you?

• SPEND LESS TIME BUILDING KEYWORD LISTS o don't have to think of every possible keyword variation o Google system does the work Roughly 20 percent of the searches Google receives each day are ones we haven't seen in at least 90 days. o This unpredictable search behavior = impossible to create a keyword list using only exact match that covers all possible relevant searches. •SPEND YOUR MONEY ON KEYWORDS THAT WORK o If ad receives no clicks on a particular keyword variation, o Google system will quickly stop showing your ads for that and similar search terms. 0 Prevents you from accruing click charges for keyword variations that aren't working and helps you focus on the keywords that work.

Q-How does exact match help your ad text appear in bold:

• Whenever your exact keyword matches someone's search term, your keyword will appear in bold. o Your keyword in bold can help attract someone's attention when your ad appears. o You can't manually add bold text or other formatting to your ad text, so exact match is a good matching option to make your ad more noticeable.

Q-How can exact match limit who sees your ad?

• You can use exact match to limit who sees your ad to only those who • search for your exact keywords or close variants of your exact keywords. • These are the people who are likely most interested in what you offer.

Broad Match type define

• ads automatically run on relevant variations of your keywords, • even if these terms aren't in your keyword lists. •Broad match is the default match type that all your keywords are assigned used if you don't specify another match type - (exact match, phrase match, or negative match).

When selecting the CPC for keywords you should:

• choose how much you're willing to pay each time a customer clicks your ad (this is your cost-per-click or CPC). • Choosing the most relevant keywords can improve the performance of your ads and help you maintain low CPCs.

Q- When you use exact match, will you receive as many impressions or clicks as with other match types?

• you might not receive as many impressions or clicks, but you'll probably see a higher clickthrough rate (CTR). • b/c ads can appear to people who are searching for terms that are almost exactly related to your product or service.

In order to narrow Exact Match and Phrase match targeting what "Type" of Campaign must you be using

•"Search Network only - All features" •"Search & Display Networks - All features You can switch your campaign type at any time. ***Keep in mind -- doing so may hide or deactivate some features that affect ad serving.

When will using Broad Match be more helpful than Phrase match?

•Broad match may be a better option if you are trying to reach a wider audience than what phrase match can provide.

Examples of close variations of a keyword are?

•Close variations include misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents

How keywords work on Google search, search partner sites:

•Google search and search partner sites: o When you build your ad groups, you select keywords relevant to the terms people use when they search, so your ads reach customers precisely when they're looking for what you offer.

Tip-Group Similar Keywords

•Group similar keywords. o Try grouping your keywords into themes. o Themes can be based on your products, services, or other categories. For example, if you sell rings, o have a group of keywords for "engagement rings" o another group of keywords for "wedding rings." o Then you can create separate ad groups for these groups of keywords o and have specific ads for "engagement rings" and specific ads for "wedding rings."

Are Keywords Case-sentive?

•Keywords aren't case-sensitive, which means they're matched without regard to upper-case or lower-case letters. For example, you don't need to enter women's hats and Women's Hats as keywords -- just women's hats will cover both.

TIP - Pick the Right Number of Keywords

•Pick the right number of keywords. • Most advertisers find it useful to have somewhere between five and 20 keywords per ad group.