Keywords — the exact words or phrases you use for your Google Ad campaigns — are a central element of PPC. There are several different varieties of keywords. Transactional keywords convey some level of intent to buy, while generic keywords have no inherent intent. Locational and brand keywords are associated with specific places or organizations. Longtail keywords contain several words, usually indicating higher conversion rates. Informational keywords involve a simple effort to find something out. Learning to understand these keywords and use them properly is critical to your PPC success.
- The foundation of everything in PPC is based on keywords which one uses to define where in the site the ads should appear.
- A search term is the word or words that is typed into Google by a user while a keyword is the set of words one adds to Google campaigns.
- When one is using keywords he needs to understand the keyword categories and some categories are branded keywords, generic keywords, and locational keywords.
“Without a solid understanding of what keywords are and how to use them effectively, you’ll never be successful with PPC.”