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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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Background: A Note on Conquesting Keywords

June 5, 2012
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Conquesting Keywords refer to keywords that are competitor’s brand names or terms. Advertising on competitor’s keywords is a very contentious topic in the industry, but here are some words of wisdom:

1. Do NOT expect strong performance from a conquesting campaign. You won’t get it. Quality scores will be low, CTRs will be low, and CPCs will be high.

2. Put conquesting keywords in a different campaign from the rest of your account. Otherwise their poor performance will hurt your campaign history (and account history) throughout the rest of your account. If you can put them in a separate account, do so.

3. Be sure to check the laws of the country that you are advertising in before advertising on any competitor’s keywords. In the EU especially, the laws are stricter than they are in the US, for example.

4. Regardless, be sure you are not misleading the users in your ads. It’s against the rules to  do so. Don’t pretend to be another company or product – it will backfire. Even if you’re somehow able to run the ads, they still won’t convert.

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