One of the first things to acknowledge when diving into the logistics of keyword terminology is the difference between keywords and search queries. Though both terms are parts of pay per click campaigns, etc., they do vary greatly in true meaning. Keywords are phrases or words that are bid on in PPC campaigns. Search queries are what is actually typed into search engines that trigger ads to show. Search queries are often misspelled, in a random order, but contain the keyword being bid on in the PPC campaign. In order to have a truly successful digital marketing strategy and PPC campaign, you must know some of the important terms used when developing a strategy.
Broad Match Keywords: Often referred to as a head term, broad match keywords are exactly as they seem; a very broad search query. By utilizing broad match, ads on Google AdWords run relevant variations of the keywords you choose, regardless of whether or not they are in your list. Example:
Something to note when considering broad match keywords is to ensure that the word you are marketing toward is not too broad. For example, if you are marketing IT support, and market toward the word support, you will come up in search results for people looking for support groups, child support, or legal support, as support is simply too broad of a term.
Negative: A negative keyword is a negative match to one of your keywords. By adding negative keywords to your campaign, you eliminate the possibility of your ad showing for and search query with that word.
The long-tail: Most searches on google are “Long-tail” keywords. These are also keywords with the highest ROI. Since the keyword are more specific, you have less competition. For example, marketing for the keyword “restaurants” would prove to be much more competitive than marketing for “Mexican restaurants in Logan square in Chicago”.
Keyword Niche: A keyword niche is a wide collection of keywords that contain a main or head term. An example of this would be the word flowers, with its niche containing all keywords having to do with flowers (red flowers, fresh flowers, flowers delivered, etc.) There are several elements in defining a keyword niche, but crucial to any campaign to ensure that all avenues are being explored within a niche. Wordstream provides a fantastic keyword niche finding tool for those just starting out. Niche finding tools are beneficial in that they quickly aggregate tightly related keywords that can drive marketing campaigns, whereas doing this manually could take more time than available.
Though there are many different terms to know when learning about keywords and PPC campaigns, these are a few that prove to be quite important. By educating yourself on common keyword terminology, your digital marketing campaigns become more successful as better choices and decisions are made.
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