Keywords are the cornerstone of your Google Ads (previously known as Google AdWords) campaigns. They determine when and where your ads can appear on Google. In this guide, we will briefly introduce you to how keywords work inside of Google Ads, the different keyword match types there are, and how Cobiro finds the most relevant keywords for you.
Whenever someone searches for certain words on Google that are similar to your keywords, your ads can show on the search results page. The more similarity between your keywords and the words used for the Google Search and the more relevance your ads provide to searchers, the higher the chance that your ads will show.
Another aspect determining whether your ad shows up is the used match type. There are four match types in Google Ads: broad match, broad match modifier, phrase match and exact match. Cobiro makes use of all the match types except broad match.
Broad match: this is the most generic match type. Your ads can show up on searches that include misspellings, synonyms, related searches, and relevant variations to your keywords.
Broad match modifier: these settings are slightly less generic than broad match types. In order for your ads to show, the searches must include the keywords you added a plus sign (+) to or close variations of them.
Phrase match: your ads will show when people search for your phrase or close variations of it, even if they include words before or after it. In the event customers add a word at the middle of the search term, your ad won’t show.
Exact match: this is the most specific match type. Your ads will be triggered when people make a search that includes the exact term, or relevant variations of the exact term.
The moment you complete Cobiro’s setup, our intelligent algorithm will analyze your store and create sets of keywords based on its analysis. You will then choose the ones you wish to advertise for and our system will create campaigns with ad groups inside containing those keywords. When your ads are live, Cobiro will start testing different keywords using the manual bidding strategy. Based on their performance, Cobiro will make adjustments until the best configuration of keywords is achieved to effect conversions (sales, signups, email subscriptions, etc.) and traffic.