When setting up a Google ad strategy it is important to select the correct keywords that are relevant to your business. Keywords are words or phrases that best describe the products and services you offer.
A keyword will trigger an ad for your business when someone searches that word or phrase in Google, ideally that person would be in a pre-selected location relevant to your business. Keywords have a varied price depending on the word or phrase if you choose, a single word with a high demand will cost more than a phrase or a combination of words with a low demand.
Types of keyword:
The ad will only show if the person is searching for your exact keyword, or a close variation of it.
When this type is applied to an ad, a person can search for a phrase that includes your keyword, or a close variation. Additional words in the query can be placed before or after your keyword, but not in between.
Your keyword will match search terms that are either a variation of it or deemed relevant by Google Ads.
A negative match is used to prevent your ad from displaying for irrelevant search queries that may seem similar
When keywords are implemented into Google ads the owner of the ad pays per click therefore it is important to maximize the quality of the clicks by minimzing the amount of potential customers that click your link looking for something you do not sell, the way we do this is by utilizing negative keywords. A negative keyword stops the As from showing regardless of if your keywords are included in the search.
Why would you want to stop customers from seeing your Google ad?
Most companies have a set budget for Ad spending so in an ideal world you don’t want to pay to attract customers to the website not interested in buying a product or service for example if you sell products for dogs but we didn’t sell dog leads we may have keywords such as; ‘dog’, ‘dog collars’ or ‘Dog tags’. Without a negative keyword active for ‘lead’ or ‘leads’ someone searching ‘Dog collar and lead’ may still be shown your website, click the link and subsequently charge you for the click to then leave your website as you don’t sell leads.
Adding ‘leads’ into the negative keywords would then negate the positive keywords ‘dog collar’ and stop the Ad from being shown to that customer. This would reduce the risk of paying for a click with no chance of converting.
It is difficult to get the right balance with Google Ads in terms of getting enough clicks but not spending too much. It is a good idea to employ a professional with a high level of understanding to control your Google Ads.
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