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AdWords: Keyword Options

adwords keyword options

Keyword options and their advantages for SEA

In order for your Google Adwords ads to be found by your customers, you must use the correct and relevant keywords. To optimize bookings, Google offers five different keyword options for keyword control. In this blog post, we look at keyword options, describe their advantages and disadvantages, and provide an overview of how to use them correctly. Let’s go!

Keyword options and their use for search engine marketing

Keyword options help advertisers allocate their existing advertising budgets even more specifically through more precise keyword control. For example, if you enter keywords without modification, the ads will also appear for keywords of the same phrase. This can lead to irrelevant ads, which can be avoided by using keyword matching.

Which keyword options are there in Google Adwords?

Google distinguishes between five different keyword options, including the function to exclude individual keywords:

Each of these options has its pros and cons and can be used in different situations.

Keyword Option: Broad Match Keywords

Broad match is the most general and flexible form of matched keywords possible. Google displays ads on the booked keyword, relevant singular and plural forms, typos, synonyms, acronyms, or similar search queries.

The advantage of this keyword option is high visibility and reach due to the increased number of search terms that can be used to be found. However, this also leads to a high degree of scattering since many irrelevant search terms are included.
So if you log on to the keyword jacket, ads will be placed for the search term jacket, winter jacket, but also, for example, coat.

Broad Match + Modified displays ads whenever a combination of the above keywords separated by a + is searched for.
If +Jacken Men is set as the keyword, ads will be placed for all possible combinations of these keywords. For example, this would be the search query jackets for men.

Keyword Option: Matching Phrase

The Matching Phrase Keyword option displays ads when a combination of stored keywords is searched for. The order of the terms is particularly important here.

In addition, no synonyms or other variants are allowed.
For example, if you log in to “men’s jacket”, the ad will also appear for men’s jackets to buy.

Keyword Option: Exact Match Keywords

Exact Matching Keywords, as the name suggests, displays ads for search terms that match the exact spelling of the keywords set.

This keyword option allows specific search queries to be precisely targeted and facilitates the precise formulation of ad texts and a suitable assignment to relevant landing pages. It should always be remembered, however, that this option does not take into account plural forms or other variants.

Keyword Option: Negative Keywords

With the help of the negative keyword option, it is possible to exclude irrelevant keywords. This helps to remove non-performing keywords from the ad in order to save unnecessary costs from incorrect keywords. This option, if used correctly, can lead to enormous performance gains.

Conclusion: keyword options

Each Google AdWords measure should be optimized using the keyword options, as it leads to improved performance through situation-dependent adaptation of keywords.
However, as an advertiser, you should be very careful about which options you use for which ad groups.
Keywords that are set too high generally lead to a very large spread and can quickly lead to excessively high costs. Keywords that are too specific, on the other hand, increase the relevance of the ads but lead to very low visibility if set incorrectly. We would be happy to help you set up optimized keywords with the help of relevant keyword options in a personal conversation. We are looking forward to your contact.

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