When you are choosing keywords for a campaign on the Display Network, your goal should be to select keywords best suited for your campaign.

 

Here are three rules to follow when choosing keywords for your campaigns on the Display Network:

  • Create ad groups for your products or services so that Google can serve relevant ads.
  • Choose keywords with a direct relationship between them and what your customers use to describe your products or services.
  • Get ideas for ad groups, keywords and locations through Google’s Contextual Targeting Tool.

Create ad groups

Before choosing keywords for your campaigns on the content network, make sure that each ad group focuses on the products or services you offer. Start with keywords that describe the products or services you promote. You can then create ads related to those keywords that Google can distribute to customers who visit the websites related to your products or services. If you group your keywords based on your products or services, your account will be perfectly structured.

Example

Imagine designing a campaign for your computer shop. During the configuration phase of your campaign, organize ad groups according to your different types of products.

To give you a better idea of the organization to adopt for your ad groups, please see below an example of poorly performing group and another example of well-structured ad groups:

Poorly performing ad group  Well structured ad group
Ad Group: computersKeywords:

buy computer 
apple notebook
purchase computer
computer repairs
computer apple
gaming computer 
cheap computer
discount computer

Ad Group: buy computer
Keywords:
buy computer
purchase computer 
Ad Group: apple computer
Keywords:
apple notebook 
computer apple 
Ad Group: cheap computer
Keywords:
cheap computer
discount computer 

Tips:

Add keywords similar to those that perform well.

Choose keywords

The list of keywords in your ad group allows Google to display your ads on the websites visited by your customers. The instructions below will help you create a list of keywords of high quality:

  • Choose keywords related to your product or service.
  • Create a set of 5 to 20 related keywords and related ads in the ad group. Terms that consist of two to three terms (expressions) generally provide better results.
  • Select keywords that have direct relations between them. For example, if you sell flowers, you may consider adding “roses” and “chocolate” to your list of keywords. Ads whose content matches your keywords can be shown to clients wishing to purchase a dozen roses or a box of chocolates.
  • Choose keywords related to websites visited by your customers.
  • If your brand is strong and known, include keywords associated with it.

Example

Ad Group: computers

Keywords: computer, computers, buy computer, computer prices, purchase computer

Google’s technology examines the content of a page in order to identify the central theme. Then, Google scans automatically the keywords and topics you have selected as well as your settings and language targeting, and other parameters to match your ads to these page’s themes. 

Tips:

  • Try to exclude keywords to prevent your ads from appearing on websites that are not relevant.
  • Improve your keyword list by adding or removing keywords.

Get ideas for ad groups, keywords and locations

With the Contextual Targeting Tool, you can get keyword ideas and themed ad groups that you might not have thought of when creating your campaigns. This allows you to get extra clicks and conversions. You can also see the web pages on which your ad potential is likely to be shown, depending on your keywords.

When entering words or phrases in this tool, it offers a set of keyword ideas related to your words, which are organized by themed ad groups. You can then view the potential placement of your ads, depending on the keywords associated with each of these ad groups.

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