Keywords are the words and phrases that are used by business to reveal their products or services. Let’s consider an example if a user search for eye glasses online all the business that have eye glasses as their product (from online to Walmart and individual retailers that serve that area) will be eligible to appear. The position or order in which they appear is determined by Ad Rank score determined by Google.

1. Remove unwanted clicks by using negative keywords:

Negative keywords are used to filter search results that aren´t relevant to a business. Example I have a business of Men´s sports shoes and I don’t want my ad to pop up for any shoes search.  In this case party, casual, business, formal will be the negative keywords as it would not help in conversion.

2. Don’t include duplicate keywords:

The ad will pop up, based on better matching keyword so adding duplicate keywords will not help. This is because the ad is displayed only once per search and an advertiser will not be displayed twice in the same search on Google. However, this is an exception if the target audience is in different geographic locations.

3. Strengthen low matching keywords:

Consistently reviewing your keywords help optimize ROI. Use above mentioned strategies to avoid potential non-conversions. There are also some other measures to recognize performance of a keyword

-Keyword diagnosis:

running a diagnosis on keyword will allow a user to view it´s quality score in detail which is one of the factor in determining Ad Rank and therefore position of the ad. Hovering over the speech bubble icon next to the status for any keyword in the “Keywords” tab.

-First page bids:

the first page estimates bids are an important benchmark for a keyword´s cost per click. These costs are estimates for an ad to appear on the first page. Using quality score an insight about costs can be projected.

Learn How to Optimize Keywords