Keywords are the cornerstone of your AdWords campaign. They determine when and where your ads can appear on Google. In this guide, we’ll briefly introduce you how keywords work inside of AdWords, the different keyword match types there are and how Cobiro finds the most relevant keywords for you.
Whenever someone searches certain words (or search terms) on Google that are similar to your keywords, your ads can show on the search results. 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 your ads will show.
Another aspect determining whether you ad shows up is the used match type. There are 4 match types in AdWords; broad match, broad match modifier, phrase match and exact match. Cobiro uses the latter three in your campaigns.
Broad match: this is the most generic match type. Your ads can show on searches that include misspellings, synonyms, related searches, and relevant variations to your keywords.
Broad match modifier: this 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. Search terms must include the exact term or their close variations if the meaning remains for your ads to be shown.
The moment you complete Cobiro’s setup, its intelligent algorithm will analyze your store and create sets of keywords based on its analysis. You’ll 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 with different bidding and strategies. Based on their performance, Cobiro will make adjustments until the best combination is achieved to grant you conversions (sales, signups, email subscriptions, etc.) and relevant traffic.