Category: Keywords

Traditional ways to optimise keywords New ways Analyse the Search Intent of a query Google Search Suggest Google PAA (People Also Ask) Google Related searches People also search for Traditional ways to optimise keywords - Keywords and ad groups should have a tight connection. - Limit keywords into your ad groups, 15/20 maximum. - Keywords appear in your ad’s headlines. - Test keyword match types: phrase, exact, broad and broad modifier to control who sees your ads. - Mix longer or shorter permutations. - Add trending search terms as keywords. - Pause poorly performing and redundant keywords.  - Align a…

If a keyword doesn’t have enough or very little search volume, on Google search, it will be marked ‘Low search volume’. The keyword is likely to remain inactive until its search traffic increases. The keyword may then be reactivated and it will start triggering your ads to show as Google system checks and updates this status regularly. A ‘Low search volume keyword’ does not impact your Quality Score. If you have a large amount of ‘Low search volume’ keywords, especially with fewer impressions or no clicks at all, pause and periodically reactivate these. However, if after your optimisation you still…

The answer is no, unless these keywords are irrelevant to your products and services. Before deleting keywords that never converted:- Analyse Search Attribution, Assisted Conversions | Click-Assisted Conversions and Assisted Conversions | Impression-Assisted Conversions. Search Attribution Search attribution helps you to identify which keywords helped a conversion path leading to a conversion. TOOLS & SETTINGS > Search attribution. There are several attribution models.  If your attribution model is set to ‘Last click’, the model assigns 100% credit to the final touch point, for example, a click that immediately precedes a conversion. Your attribution model is selected with your conversion actions.…

In general, broad match keywords have the highest number of searches and impressions. There is consent with Google Ads experts that exact match keywords convert better than broad match, however, their average monthly searches and impressions are usually lower than broad match. In September 2018, Google expanded the exact match to match the intent of a search (the why behind the search) with close variants. If you’re not using broad match at all, you are severely restricting your number of impressions/reach and therefore limiting the traffic to your website. Furthermore, as Google's results are getting more and more aligned with…

When your keywords are targeted to the right audience, you generate good leads and increase your sales. The best position for your keywords is the position that achieves your most valuable goal. If your most valuable goal is conversions, you may find the higher the keywords rank, the higher the clicks, but it does not necessarily mean higher conversions. Other positions than the top positions may result in more conversions. If your most valuable goal is getting clicks, create a branding and awareness campaign aimed at the top positions. Top vs Other Keywords > SEGMENT > Top vs Other. The…

If a keyword is marked ‘Rarely shown (low Quality Score)’, it means its Quality Score is likely to be low, which it may affect the number of impressions and the cost per click. On a scale 1-10, you should aim for a Quality Score of 7 or higher. Many different factors determine your Quality Score, and it is also possible for a keyword to have a low Quality Score but nevertheless still perform well. Your Quality Score may not always reflect your goals/conversions, and it may just be used as a performance indicator. Quality Score The Quality Score most important…

Gone are the days when an exact match meant exact match. For example, with the keyword in square bracket [red shorts] in your campaign, the ads would have only triggered if the search was exactly written as the keyword, in this case, red shorts. That is no longer the case. Google Ads is now expanding the exact match by matching the intent of a search (the why behind the search) with close variants. With close variants, you could see significant changes in performance and mixed results. In July 2010, Google launched a broad match modifier. In May 2012, Google introduced…