Hello! Today, I will be discussing Chapter 5 from the Introduction to Search Engine Marketing and Adwords book. Here are a few key takeaways about keywords.
Keywords are essentially phrases that trigger an AdWords ad, when searched on Google. A important equation to remember in order to avoid confusion is "search term= search query= search phase= keyword". Basically, these all meaning the same thing and have one purpose: trigger an ad. There are also two general types of occasions that define how Keywords are used. The first is in situations where the searchers know about a specific product, brand, or organization. The second is in which searchers are interested in a non-specific product or service. For instance, examples of the first type are "Apple AirPods" or simply "Apple", and examples of the second situation are "wireless earphones" or "latest phone gear".
Sometimes it is hard to think of all relevant keywords in one sitting. Keywords Planner is an AdWords tool that helps you get ideas. Simply input general information like product or service and the relevant categories. Basically, the goal is to come up with keywords that will garner clicks on the ad. By using a certain clicks goal, a company will establish a conversion goal. For example, "for with 500 clicks on our ad, we aim for 75 product purchases". This is an example of what the Keyword Planner looks like:
