PPC Foundations: Introducing Keywords

Question 1

What is the difference between a search query and a keyword?

Answer 1

A search query is not the same thing as a keyword

o Search queries are words a user types into a search engine

o Keywords are words or phrases advertisers use to target search queries  Search queries and keywords change as a customer moves through the buying funnel

Question 2

What are the four different reasons/intents for doing a search query and what percentage of searches does each account for? (T)

Which ones are easy or difficult to monetize? (T)

Answer 2

Search query intent:

o 60% informational: poorly monetized by marketers but potential exists

o 7.5% transactional: easy to monetize

o 7.5% navigational: hard to monetize

o 25% ambiguous: intent unknown

 Users often perform multiple searches within a single search session o Often a user performs multiple searches to move through a buying funnel

Question 3

What are the different types of keywords and what are some things to consider when choosing keywords? (T) (4)

Answer 3

1. Explicit keywords: emergency plumber, Chicago plumber
2.  Problem keywords: flooded basement, basement water damage
3.  Symptom keywords: broken pipe, fix pipe, pipe repair
4.  Product parts & Numbers: PVC pipe, ¾ inch copper pipe

 Use keywords to tell stories, think about the searcher and the intent behind the search query

 Recognize the demographics behind your targeted users o For nuanced keywords, use specific language in your ads

 To start, it is often better to target lower-volume keywords that have specific easily discernible intent o After you grow experience and knowledge of an industry, maybe experiment with higher-volume keywords

Question 4

Discuss the topic of Ad group organization

Answer 4

Since ad groups consist of ads and keywords, it is a best practice to organize keywords into related ad groups based on a logical grouping

o Consider organizing ad groups by the section of the buying funnel/cycle

o Consider organizing ad groups by keyword type (explicit, problem, symptom, etc.)

 Landing pages should work for all keywords within an ad group

 Differentiate ad groups by specific types of products

 The two word rule: o Do all of the keywords in an ad group share two words in common?

 Track metrics with regards to click-through and conversion rates and make necessary changes to keywords, ads, or landing pages

Question 5

What are the different keyword match types?

Answer 5

You can define how close of a match a keyword needs to be in order for your ad to be displayed to the user

1. o Exact match: lots of control but limited impressions
2. o Phrase: word order matters, good control, good impressions
3. o Modified Broad: Order of words doesn’t matter, some control, but more impressions

o Broad match: Match doesn’t have to be very close, only similar, little control with a lot of impressions

 Negative keywords stop your ads from showing for that keyword o Used to keep your ads relevant to searchers

Question 6

What are some potential places to find keywords?

Answer 6

Potential places to find keywords:

o Your own website

o Organic search

o Site analytics

o Internal site search

o Keyword tools  Site spidering