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The simplest definition keywords is that these are words, phrases or phrases that describe your service or product. It is for these selected keywords that your ad may appear in Google Ads. In this blog, we introduce you to the basic topics when it comes to Google Ads keywords. 

When someone is looking for something on Google search, your ad could show based on similarities between your keywords and the term the user entered for the search.

a screen labeled search and a box for typing search keywords

How do Google Ads work?

In order for your ads to show when people search, the keywords you choose must match the words or phrases that users search for.

For example, if you are making prefabricated halls, you can add the phrase "making prefabricated halls" to your Google Ads campaign. When someone enrolls in Google search '' production of prefabricated halls '', your ad can appear on the search results.

The price of keywords is not the same, and depends on several factors such as competition auction. Keyword quality is measured through Quality score-and.

Quality score is an assessment of the quality of your ads, keywords, and Landing Page. It is measured on a scale of 1-10 and includes Click Through rates (the relationship between the number of clicks and the number of times the ad is displayed), the relevance of the ad as well as the quality and experience itself Landing Page.


Keyword Matching Options

Keyword match types determine how well a keyword must match a search query. So there are several types, from broad matching to complete.

Broad match, ie. broadly matched keywords. Here, your ads can appear on searches that are related to a given keyword. When you use ''Broad Match'', your ad is eligible to show if a search query includes any of the words you specify, in any order. For example, if you use the term "luxury home," your ad will appear when someone types in luxury home, but also for luxury watches, prefabricated homes, or anything that contains either of these two words.

Phrase Match involves matching the meaning of your keyword. This type is slightly more flexible than full match, and is more targeted than the broad match option. Your ad will only appear here when a user enters your keyword phrase, in the exact order you entered. Your ad can also show if a user adds drudge words to your keyword phrase before or after your phrase. For example, if your keyword is "prefabricated halls near Belgrade," your ad will appear if the user enters "most favorable prefabricated halls near Belgrade."

ExactMatch is the exact match of the keyword to the user's search query. Of all the three matching options, full matching gives you the most control over who sees your ad. Google has recently made changes to this option so that ads can also match searches that contain synonyms, plurals, or other keyword variations.


Negative keywords

Just as it is important to target the right keywords and phrases, it is also important to choose keywords and phrases that should not be targeted.

With negative keywords, you ensure that your ad doesn't show for the keywords and phrases you specify. This way, you improve your campaign targeting and performance.

Choose relevant Google Ads keywords to reach only those most interested people, and who are more likely to become your customers. Also, this way you will reduce the "noise" when investing in Google campaign.


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Made by Nemanja Nedeljković – Senior Account Manager @Digitizer

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