Google Search Ads - Search Advertising Chapter 3

1] Keywords vs Search Query

2] Monthly Searches in Adwords tool is based on broad match keywords

3] Best practices using keyword tool

4] Estimate Search volume, Avg Bid, & Ad Position using Keywords tool.

5] Give the correct budget information else Google will assumes it as unlimited daily budget for calculation

Check the ad position for 5, 10 Rupees bid

6] For international target, find trend report of the keyword and find the keyword  got more interest in the country/region to target in adwords

7] Keyword Matching
Broad Match - Ad get maximum exposure and it shown for variations, synonyms, plurals form of keywords
E.g If your using the keyword "Used Book" your ad will be triggered for "New Book", "Used Magazines", "Used Book London"
Danger - Your ad shown for irrelevant searches this damage your CTR, and ROI
Modified Broad Match -  Just put a plus symbol (+) directly in front of one or more words in a broad match keyword. 

• Ad Appear for exact word or close variant words
• Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). However, synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”)
• The right way to do it: +formal +shoes.

Phrase Match -

• Close variations of the exact phrase of your keyword, with additional words before or after
• The phrase match keyword "bicycle bell" can cause your ad to show if someone searches for "bicycle bell," "buy bicycle bell," and "bicycle bell reviews."
• Words within double quotes are called phrase match
• You may get fewer impressions

Exact Match

•  when someone searches for the exact phrase of your keyword or close variations of the exact phrase of your keyword
• Close variations include misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents. If a search uses the right words in the wrong order or includes extra words, your ad won't show for that search.

Risk - your ad will not visible for relevant search audience 

8] Negative Keywords - 

• Use negative keywords in the initial stage of Campaign
•  This will stop you from wasting money for UN-necessary keywords and maintain your quality score and ROI
•  This help you to reach your ad for most interested customers

Often refine your negative by finding the people search term from Keyword tab, as given below  

9] Editing keywords or Changing match type is equal to deleting keywords and creating new one - You will lose all the metrics and the keyword will be reset to zero, the same thing happen when you move the keyword to other ad group

1]  You can edit using Edit option by selecting the keyword, but keep in mind you always check the 

"Duplicate keywords and change match type in duplicates"

10] Creating Ad Group
1] Ads should represent your website that will improve relevancy and improve your conversation rate
2] Frame your ads relevant to keywords I.e your ad text should have the keywords in it, if you are using multiple keywords in a ad group, you should match the keyword using various ads, each ad

11] Little information about Ad Grou

 12] Headline, Body copy, and Destination URL that all related to keywords and Ad-group

13] Overview Tips