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Lesson #27: Beware Of Keywords With Multiple Meanings

July 16, 2012
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Some brand names are fairly common. Others are named after common objects. But unless you’re “the Cheesecake Factory,” many of these brand names may not work well for search.

For example, a search for “Sound-Bar,” the popular Chicago nightclub, yields many ads for sound bars, a now popular piece of electronic equipment. “Next,” the amazing Chicago restaurant, yields ads for NextDirect.com, and Next.Co.UK.

If an advertiser’s brand name has multiple common meanings or businesses, such as the ones above, advertisers may need to handle their brand terms differently.

While normally, one would be encouraged to advertise on brand terms, in the cases above, it is better not to do so. Rather, focus on the specific term that makes it clear that it’s your business. For example, advertise on “soundbar nightclub chicago” or “next restaurant” or even “fox.com.”

Brand campaigns can normally help improve an account’s quality score and provide high quality traffic at a low cost. They can still do this if a brand term has multiple meanings. Just beware, be smart, and be creative.

A Word With Many Meanings

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Background: The Four Different Types of Keywords

June 11, 2012
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Not only are there a variety of keyword match types, but there are also different types or categories of keywords that are commonly used to help classify the different keywords within an account. Understanding the four different types of keywords will make it much easier to understand and plan the strategy for an account.

The different types of keywords, their definitions, and examples are as follows:

Brand Keywords – Brand keywords are keywords that contain the advertisers brand name (or brand terms, such as a slogan or trademark).

ex. Digital4startups

Non-Brand or Generic Keywords – Non-Brand keywords, also known as Generic keywords, do not contain the company’s brand term in them, nor do they contain the brand name of any other companies. These are generally the higher volume keywords.

ex. Digital marketing, search marketing, learn digital marketing

Conquesting Keywords – Conquesting keywords are keywords that contain a competitors name, product number/model, slogan, or anything else that would be immediately identified as being a competitor’s. More information on conquesting keywords.

ex. Search Engine Land, Google Adwords

Long-Tail Keywords – Long-Tail keywords are keywords containing 3 or more words that are lower volume terms. However, if a user were to search for one of these queries, the content being provided would likely be relevant to them. Long-tail keywords can include keywords for a specific article, media mention, or product. Long-tail keywords can overlap with any of the other keyword types.

ex. different types of keywords, adwords keyword match types, how to learn digital marketing best practices

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