How Keywords Work in PPC
Keywords are the base for everything that roams around PPC (pay-per-click). They define the extent where your ads will land and how much audience you get. To hit your mark, you should have a proper understanding of how keywords work in PPC. Before starting, you should keep in mind the following terms:
- Keyword: Selective words or set of words you add to your Google ads campaign
- Search: The words users use to perform a search on the search engine.
- Keyword Match Type: A setting or selection of your keywords that will determine the keyword’s reach.
How do Keywords work?
It is quite simple to get your ad to appear when people search for any product or services, the keyword you select needs to match the words or phrases people seek.
For example, if you’re a construction company, and you have the following keywords. Also, you can work with your keywords like:
- Construction services
- Construction contractor
- New construction company
- Nearest construction company
When a customer searches for a term that matches your keyword, your ad enters a competition to determine whether your ad will show up or not. The cost for each keyword will vary depending on the quality of your keyword and some other factors. Then the achieved score is based on the expected click-through rate, landing page experience, and ad relevance. Most relevant keywords and higher quality ads typically lead to better ad positions at lower costs.
Why Matching of Keywords is Essential?
From above, you may have easily fetched out that a PPC keyword match type is an essential detail to consider while forming your keyword selection. Focusing on it can help you avoid keywords that aren’t necessarily relevant to your ads or strategies and you can follow for growth. There are different match types. Every match type behaves differently depending upon the keywords you choose. These are the following match type :
Broad Match
This is the default match type that all your keywords are assigned to. Also, it allows search engines to display your ads for terms of all possible variations of the keywords in your account. It matches your selected keywords with the broadest possible searches. In this, you can discover a high converting rate for long-tail keywords, and misspelling can also be used.
For example, “ Fat burner powder” can also show ads for searches like:
- Fat burn supplement
- Fat reduction
- Dietary supplements
- Lose weight
Phrase Match
This helps eliminate risky and unnecessary traffic. In phrase match type, your ad will appear in search results when a person searches your keyword phrase in the correct order. It is beneficial for sentences.
To add the keywords in phrase match, add quotation marks to it “Fat Burner Powder.”
Exact Match
This match will give you low reach but high relevance. It is the most restrictive out of the four PPC keywords. These keywords are precise direct and on point
To add a keyword in exact match, add your keywords followed by bracket [Fat burner powder]
Points to keep in mind before building your keywords list :
- Put yourself into your customers’ shoes. Find out what words they may type to reach their product destination
- Use broad keywords first, and move to the specific
- Include synonym and variations
- Consider specificity while selecting keywords
Go ahead and use these tips to boost your business.
