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Search Engine Marketing-II

Keywords in Google Ads are essential for connecting ads with user searches, influencing ad relevance and costs. Proper keyword selection and organization can enhance click-through rates and reduce budget waste, while continuous optimization is crucial for adapting to user behavior. Mastering keywords leads to improved ad performance and higher conversions in Google Ads campaigns.

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22 views11 pages

Search Engine Marketing-II

Keywords in Google Ads are essential for connecting ads with user searches, influencing ad relevance and costs. Proper keyword selection and organization can enhance click-through rates and reduce budget waste, while continuous optimization is crucial for adapting to user behavior. Mastering keywords leads to improved ad performance and higher conversions in Google Ads campaigns.

Uploaded by

j.chanikya9848
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Search Engine Marketing-II

Explain the importance of keywords


in google ad campaign
What Are Keywords in Google Ads?

 Keywords are words or phrases that match your ads with


what people search for on Google.

 They act as signals showing user intent, helping your ads


appear at the right moment.

 Example: The keyword "buy frisbee" triggers ads when


someone searches for that exact phrase.
Why Keywords Matter: Connecting with the Right Audience

 Selecting high-quality, relevant keywords ensures your ads


reach customers actively looking for your product or
service.

 Proper keywords increase ad relevance, improving click-


through rates (CTR) and lowering costs.

 Poor keyword choices can waste budget on irrelevant


clicks or reduce ad visibility.
Keyword Match Types: Controlling Who Sees Your Ads

 Broad Match: Ads show on related searches, offering wide


reach but less control.

 Phrase Match: Ads appear when searches include your


keyword phrase in order.

 Exact Match: Ads trigger only on searches matching the exact


meaning or intent.
Quality Score: How Keywords Impact Your Campaign Cost &
Position

 Google assigns a Quality Score based on expected CTR, ad


relevance, and landing page experience.

 Higher Quality Scores mean better ad positions and lower


cost per click.

 Keywords closely aligned with your ads and landing pages


boost this score significantly.
Keyword Research: The Foundation of Successful Campaigns

o Use tools like Google Keyword Planner to find relevant


keywords with good search volume and manageable
competition.

o Balance between high-competition keywords and long-tail


keywords for cost-effective targeting.

o Continuously refine your keyword list based on performance


data and search term reports.
Organizing Keywords for Maximum Impact

 Group related keywords into themed ad groups to keep


ads highly relevant.

 Tailor ad copy and landing pages to match each keyword


group’s intent.

 Example: For "wood floor waxing," create an ad group


with keywords like "pine wood floor waxing" and
matching ads.
Continuous Optimization: Keywords Are Not Set-and-
Forget

 Monitor key metrics: CTR, Quality Score, conversion


rates.

 Use search terms reports to discover new keywords


and identify negative keywords.

 Adjust match types and bids to respond to changing


user behavior and competition.
Conclusion: Keywords Are the Heart of Your Google Ads
Success

 Keywords define who sees your ads, when, and how much
you pay.

 Mastering keyword selection, match types, and optimization


unlocks better ad relevance, lower costs, and higher
conversions.

 Invest time in keyword research and management to


maximize your Google Ads campaign performance.
Thank you

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