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Choose Keywords Related to Your Business

Once you complete the geo-targeting setup, you can select the keywords for your campaign. A keyword is a single word or multiple-word phrase relating to the products and services that you provide. Your ads can be displayed for searches related to your keywords.

The type of keywords you select depends on your marketing goals. If you are seeking to generate exposure for your ads and drive traffic to your site via clicks on your ad, you may want to use general keywords. General terms, while less likely to result in an immediate conversion, can be representative of terms a user in the initial stages of research might use. General terms are those that broadly describe your products or services.

If you want to attract advertisers in the final stages of a purchase decision to generate conversions, you may want to select more specific keywords, such as specific product names or model numbers. For example, if you own an electronics store that sells MP3 players and television sets, general keywords might be, “electronics” and “televisions”. More specific keywords might be “MP3 players” and “plasma televisions”.

As you create your account it may helpful to remember the following:

• All the keywords that you choose for your sign-up campaign and ad group will be represented by one ad that you create later in the signup process. It may help you to begin thinking about the content of your ads as your select keywords. It is important to make sure that all the keywords you choose are closely related and can be represented by the ad(s) you create to represent all of your keywords within the ad group.
• The keyword should be based on substantial content offered on your site.
• You can add up to 50 keywords when using the online sign-up tool; however, it may be better to pick seven to ten initial keywords that are most relevant to your business.
• There is a 100-character limit per keyword.
• It is not necessary to enter multiple variations of keywords. The singular, non-punctuated, non-hyphenated, correctly spelled keyword without additional words (such as “a,” “the,” “of,” and “for”) is automatically matched to common misspellings, singular/plural combinations and other variations.
• During the ad creation process, you will have the opportunity to click on your selected keywords and view existing ads from competitors who have bid on the same keywords.

For additional instruction on choosing keywords during the sign-up process, see Choosing Keywords.

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