How to Manage Keywords

Keywords play a very important role in digital marketing campaigns, acting as the bridge between what users are searching for and what advertisers offer. Essentially, keywords are specific words or phrases that advertisers target to ensure their ads are displayed to relevant audiences when they search for those terms.

In digital marketing campaigns, keywords are classified into three main types of matches: exact match, phrase match, and broad match. Each type serves a distinct purpose in targeting your ads to the right audience.

Why is important to choose the right match type:

• Exact Match: Provides precise targeting, but may limit reach.
• Phrase Match: Offers a balance between specificity and reach.
• Broad Match: Maximizes reach, but may result in less relevant clicks.
  

Let's break it down, one by one:

Exact Match Keywords: Specific terms or phrases that only trigger your ads when users search for the exact word or phrase you've specified, without any additional words before, after, or in between. Example: If your exact match keyword is "red shoes," your ad will only appear when someone searches for "red shoes" and not for variations like "buy red shoes" or "red shoes for women."

Broad Match Keywords: Phrase match keywords trigger your ads when users search for the exact phrase you've specified, but it allows additional words before or after the phrase. Example: If your phrase match keyword is "red shoes," your ad may appear for searches like "buy red shoes online" or "red shoes for sale," as long as "red shoes" is included in the search query.

Broad Match Keywords: Broad match keywords are the least restrictive type and trigger your ads for a wide range of variations, including synonyms, misspellings, related searches, and variations of the keyword phrase. Example: If your broad match keyword is "red shoes," your ad might appear for searches like "buy crimson footwear," "red sneakers," or "shoes in red colour."

By understanding the differences between these match types, advertisers can effectively tailor their keyword targeting strategies to reach the most relevant audience while optimizing their campaign performance.

In a hurry? We’ve got you covered, here is a 2 minutes video to help you understand how to manage your campaign keywords 😀

How to add keywords to your campaign

• Start by accessing the campaign you wish to modify and navigate to the "ads and keywords" view.

• Open the ad group where you want to add keywords. Then, click on the option to edit keywords.

• To include the specified keywords, type the word followed by a comma and then click "add to list."

How to exclude keywords to your campaign

While adding keywords helps target relevant audiences, excluding certain keywords ensures your ads don't appear for irrelevant searches. Exclude keywords are terms or phrases for which you do not want your ads to be displayed.

• Similar to the process of adding keywords, start by accessing the campaign you wish to modify and navigate to the "ads and keywords" view.

• Open the ad group where you want to add keywords. Then, click on the option to edit keywords.

• To exclude the specified keywords, type the word followed by a comma and then click "add to list."

How to delete keywords from your campaign

• To delete a keyword or excluded keyword, simply press on the keyword and then select “remove keywords”.

Incorporating both targeted keywords and carefully chosen exclude keywords is essential for optimizing the performance and relevance of your digital marketing campaigns, helping you reach the right audience and achieve your advertising objectives.

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