What is a keyword?
In Google Ads, you use keywords to define the search term that a user enters in the search engine for which your ad is to be displayed. Keywords are therefore the basis of a campaign.
Our keyword research is all about finding the right keywords for your products and services.
The most important characteristics of a keyword include:
- Search volume: we evaluate how popular a particular search query is and how much potential traffic you can direct to your website with a good placement in the results.
- Competition: as impressive as the search volume of a keyword is, we should keep an eye on the competition. The more coveted a keyword is, the more likely it is that there are already countless websites and marketing agencies trying to get the top spot.
- Price (cost per click): each keyword has a price - a "cost per click" (CPC), which indicates how much it costs an advertiser each time a searcher clicks on their ad. The cost per click is determined via an auction process.
Google Ads offers several options to determine for which keywords your ads should be played.
- Exact match: Keywords that are added with square brackets [] must be entered by the user in exactly the same way for your ad to appear. Example: For [sneakers] your ad will be displayed if the user searches for sneakers.
- Matching word group: keywords added with quotes"" can have other words before and after the term. For example, the ad for "sneakers" will be displayed even if the user searches for blue sneakers.
- Widely matching: keywords added without either of the above options will still be played out for other search variants. Then, for example, your ad will also appear when the user searches for blue sports shoes or buy used sneakers.
Negative keywords
Negative keywords can be added to your Google campaign to prevent your ad from appearing for certain search terms.
For example, if we add the word "free" as a negative keyword, we tell Google Ads not to show your ads on searches that contain the word "free" in the search query.
Negative keywords allow us to specify what your ads should definitely not be served for. We will provide you with an overview of all keywords that we believe are suitable for your products and your company. You have the opportunity to give us feedback if you want to add to or adjust the list.