Keywords Flashcards
Using phrase match
With phrase match, your ad can appear when people search for your
your exact phrase, even if they include one or more words before or after it.
Using phrase match
We’ll also show your ad when someone searches for a close
variant of your phrase match keyword.
Using phrase match
Close variants include
misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents.
How phrase match can help you
Create ads with the same keywords
your customers search on:
Increase your clickthrough rate (CTR): Phrase match increases the likelihood of a
of a click because your ad shows only when it matches the searcher’s phrase. It also helps decrease unwanted impressions for search terms that don’t match your phrase.
Have your ad text appear in bold: Whenever your exact keyword matches someone’s
someone’s search term, your keyword will appear in bold.
When other match types might be more helpful
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.
When other match types might be more helpful
Broad match may be a better option if you are trying to reach a wider
wider audience than what phrase match can provide.
By using broad modifiers this will help achieve higher
CTR
What are some Broad Modifier best practices if you want to get additional relevant clicks:
- Leave your existing broad match keywords active (rather than modifying or removing them)
- Add new modified broad match keywords to existing campaigns in a separate ad group to make it easy to compare new and existing keywords based on observed performance.
- If you’ve primarily used broad match keywords, consider adjusting your bids as you add more relevant modified broad match keywords. A higher cost-per-click (CPC) bid may increase your click volume and conversions.
- If you’ve primarily used exact and phrase match, adding modified broad match keywords may help you to reach more customers while retaining control over which search terms match your keywords.
Improve your keywords for the Display Network
How do you increase traffic on display network?
- Add more generic keywords
- Add different keywords
- Increase your bids for well-performing keywords
- Use keyword insertion
Using keyword insertion
Keyword insertion allows you to dynamically update your ad text with the keyword that’s used to
target your ad.
Using keyword insertion
To use keyword insertion, you just need to add a
a snippet of code to your ad text. Then, each time your ad shows, we’ll replace the code with the keyword that triggered the ad.
Using keyword insertion with your ads
You can use keyword insertion with any
text-based ad, including a standard text ad, an ad with a location extension, or a mobile ad
Keyword insertion works for campaigns that target the
the Search Network only, Search Network with Display Select, or the Display Network only.
