keyword

Lesson #27: Beware Of Keywords With Multiple Meanings

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 …

Lesson #27: Beware Of Keywords With Multiple Meanings Read More »

Lesson #22: Remove All Duplicate Keywords From Search Campaigns!

When it comes to search, a keyword should only ever show up once in an account. Having keywords in different places eligible to show ads for the same search query can lead to two key things. First off, the advertiser is bidding against themselves in the bid auction, increasing the amount they are paying per …

Lesson #22: Remove All Duplicate Keywords From Search Campaigns! Read More »

Lesson #20: Don’t Forget Long Tail Keywords

As we continue this week’s foray into keywords, it is important not to forget about long tail keywords.  Long tail keywords are keywords, generally 3-5 words long, that a user would encounter when looking for a more specific query. While “shoes,” or even “red shoes,” are not long tail keywords, “red steve madden pumps” is …

Lesson #20: Don’t Forget Long Tail Keywords Read More »

Lesson #19: Never Put More Than One Keyword Type In the Same Ad Group or Campaign

Earlier this week, we discussed the four different types of keywords: brand, non-brand/generic, competitive and long-tail. Since long-tail keywords can fall under any of the other three categories though, for today’s discussion, we will only refer to the three main keyword types: brand, non-brand/generic and competitive. When it comes to these types of keywords, never …

Lesson #19: Never Put More Than One Keyword Type In the Same Ad Group or Campaign Read More »

Background: The Four Different Types of Keywords

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 …

Background: The Four Different Types of Keywords Read More »

Background: A Note on Conquesting Keywords

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 …

Background: A Note on Conquesting Keywords Read More »

Lesson #14: When Possible, Use The Ad Group’s Keywords in Its Ad Copy

One of the key factors that determines whether an ad shows up for a particular search query is how relevant the algorithm determines the ad to be to the query. At the same time, by providing users with ads that contain the keywords in their search queries, it’s more likely the user will find the …

Lesson #14: When Possible, Use The Ad Group’s Keywords in Its Ad Copy Read More »

Scroll to Top