Google Advertising – Search terms on Google
Search phrases and search terms on Google are very important. Which searches do you want to appear on? What is your target audience searching for, in relation to the product or service you would like to advertise? How big is the competition on a keyword and how high is the search volume? These questions can be answered with the help of a keyword analysis.
After deciding to use Google Ads in your marketing mix you need to find out which keywords are relevant to bid on. If you already have a keyword analysis from SEO work you can gain insight here, or it is important to do an analysis.
The keywords are added to the ad groups in broad, broad modified, phrase or exact match. These different match types determine how broad Google will read them. If you have a keyword in ‘broad match’, Google can show your ad on all searches that Google considers related to the keyword. This is the broadest variation of keywords. If you want more keyword ideas, using broad keywords can be a good method. If you want narrow targeting, use exact match. This way you only get your ad displayed if the search is exactly the keyword you have in your ad group or a close variation.
To secure an optimal relevance in your ad account you should work with negative keywords. The words or phrases you do not want your ads to show on, you should add as negative keywords. For example; ‘rating’, ‘free’, ‘job’ or other searches you do not want to pay for. The broader keywords you use, the greater the need for negative keywords becomes.
Ad texts and extensions
An extended ad consists of up to three titles with up to 30 characters each, up to two descriptions with up to 80 characters plus a link to a landing page. Under the ad you can create ad extensions. It can be links to other pages on the website (sitelink extensions), words without links (callout extensions) these can be for example; USPs, phone numbers etc. There are different possibilities and different extensions to choose from, but the important thing is to consider the user experience. The ad text and extension should match the search that triggered the ad, and the landing page it links to should be relevant in terms of both the search term and ad text.