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Everything that users put in search box is know as keyword. When you are managing or running SEM campaigns on Google Ads, you need to target potential keywords inside. It help you showcase your ads on user’s query. Well! Keyword can be of various types and it’s uses are different for SEO (Search Engine Optimization), SEM (Search Engine Marketing), and other needs. Here, we will learn, what is keyword in Google Ads, or what is keyword in Pay Per Click Advertising, what are the types of keywords in Google Ads, and more. Further, you will understand, which type of keywords would be beneficial to improve your branding, or lead generation campaigns on Google Ads.
What is Keyword in PPC?
The keyword is a term or phrase searched by any user on the Google Search bar to get some result. In the online world, the keyword is everything to play and target your audience. Because the selection of your keyword types in Google Ads decides on which search terms your ads or website will be visible to the audience. There are many Types of Keywords which you will learn below in detail.
Types of Keyword or Search Queries in Google Ads
1. Informational Search Query – Keyword Types
The query interred on Google Search Page to get some information is known as Informational Query. The purpose of this query is to get knowledge about something or to learn about any specific subject.
Examples of Informational Search Queries
- What is Google Adwords?
- What are the top ten PPC blogs?
- Which is the best between SEO & PPC?
- How do you answer on Quora?
- Types of Digital Marketing Services
- How do you negotiate while hiring a freelancer?
- Which course is better for getting a professional job?
- What are the career options after completing B.Tech?
- Which is the best iPhone in 2019?
- Can I wear contact lenses while sleeping?
- Foods for my pet
- Should I shampoo my hair every day?
- How can I format my Android phone?
- Why not eat after 8 PM?
- How to become a millionaire?
- The process to install Windows on my laptop?
- How do you hire an affordable content writer?
- Why XYZ?
2. Navigational Search Query – Types of Keyword
Another Type of Keywords is “Navigational Search Query.” To find the proper address of any website, social media profile, office or other places, you used to enter some navigational search query to get the answer. The query can be used mostly if you know the brand but not remembered their online or offline address. This type of query may include the business, places or any person’s name.
Examples of Navigational Search Queries
- Official website of Google Ads
- Katrina Kaif’s hometown
- Nearest Orphanage in my town
- Places to visit in Dubai
- YouTube web URL
- Mark Zuckerberg Official Website
- Popular Pizza Shop in Ranchi
- Best Market for Shopping in Delhi
- Blog for Quality Content Writing Tips
- Distance between Hyderabad Airport and Hyderabad Railway Station
- Best portrait artist in India
- Jawed Habib’s nearest branch
3. Transactional Search Query – Keyword Types
“Transactional Search Query” is the third type of Keyword. With the help of a navigational query, you reach the website where you take any actions such as buying something, registering, ordering, downloading, etc. is known as a Transactional Search Query.
You can also go directly to any site where you want to make a purchase or perform any actions. Transactional Queries, also known as the warm audience, may convert into your leads in the coming days because the user is delicately searching for some particular things that they want to buy soon.
Transactional Queries may be more specific and can include terms like buy, purchase, rate, offer, delivery, etc.
Examples of Transactional Search Queries
- Buy the best Online Advertising Services
- PPC Advertising Agency
- Content Writing Freelancer to hire
- Purchase grocery online
- Samsung J5 Prime Price
- iPhone new models to buy
- Amazon coming deals
- Buy PPC Advertisement Services in Ranchi
- Discount on flight tickets
- The Big Basket offers on credit card
- Clearance sales on Flipkart
4. Brand Search Query – Keyword Types
“Brand Search Query” is the fourth type of keyword. It might be informative, navigational, or a transactional query but searched with some brand name. The Brand name may include the business, person, or any place.
Examples of Brand Search Queries
- History of Google
- How to use Wikipedia?
- Success Story of Amazon
- The story behind Apple’s success
- Mithvin Content Writing Agency
- How to Purchase iPhone 8?
- Salman Khan’s Coming Events
- 2019 Plan created by Narendra Modi
- Dell & Samsung Laptop Comparison?
Types of Keywords In SEO – Search Engine Optimization
In SEO, there are 2 types of keyword which get focused by an SEO beginner or a professional at the time of doing keyword research. And then, based on popularity and competitors, it gets shortlisted to use throughout the branding or generating backlinks.
1. Short Tail Keywords
Mostly, the short-tail keywords are simple and shorter. It may contain 1 to 3 words to create a phrase to use inside content marketing or optimization. But it’s hard to rank on Short Tail Keywords because there are billions of competitors already available online for a long time for your selected keywords.
Examples of short-tail keywords
- Google Ads
- Google Advertising Agency
- Best PPC Blog
- Online Content Writer
- Affordable Content Writer
- Freelance Writer
- Technical Writer
- SEO Companies
- Marathon 2019
- Recently released movies
- Jio Plans
- MS Office Download
- Delhi University
- PMA Yojna
2. Long-Tail Keywords
Opposite to Short Tail Keywords, Longtail keywords are the combination of more than 3 words and the ideal length of the long tail is up to 8 words.
Examples of Long Tail Keywords
- Best Google Advertising Agency in India
- Top 5 PPC Blogs to follow in 2019
- The differences between PPC & SEO
- Tourist places to visit in Darjeeling
- Plan a small tour of Shimla & Manali
- Technical Support for repairing my laptop
- How to do SEO for my Website?
- How to get more traffic to my website
- Hire an affordable content writer for a blog update
Keyword Match Types in Google Ads?
Opposite to SEO, the Google AdWords have multiple choice to choose match types in keywords section. There are mainly 5 types of keyword match type in PPC.
1. Broad Match – Keyword Match Type
The term “broad” defines to target broadly based on user search terms. It helps you to show your ads if any of the word given in your targeted keywords are containing in the user’s search query.
Example of Broad Match Type
- Google Ad Services
- Affordable PPC Agency
- Quick Google Adwords Support
- Content Writer Online
- Freelance Content Writer
- Website content writer
2. Broad Match Modifier – Keyword Match Types
In short, Broad Match Modifier is called BMM and this is the most used match type inside Google Advertising Campaigns.BMM is similar to broad match type but performance-wise it has a huge difference.
BMM notified with the symbol ”+” at the starting of any words in your keyword list. The + symbol used to filter out the most relevant search query for your ad, which includes all those words which have been denoted by this symbol Inside your campaign.
Example of Broad Match Modifier
- +google +adwords +support
- +free +google +adwords +help
- +pay +per +click +marketing
- +Content +Writing +Services
- +freelance +content +writer
- +seo +content +writing +services
- +technical +content +writer
3. Phrase Match – Keyword Match Type
Phrase Match used to show your ads for only those keywords which should be typed by users as it is in Google search page. The purpose of using Phrase Match is to target some specific types of product or services. It also helps you to decrease the PPC cost in re-marketing campaigns.
The Phrase Match Keyword is written inside the symbol “and allows you to show your ads on the user’s query if they have searched with pre-phrase or post-phrase along with your targeted keywords.
However, it’s not recommended to use it in your first campaign if you are a novice Google Advertiser.
Example of Phrase Match Keywords
- “google adwords support”
- “Free Google AdWords help”
- “google advertising”
- “google adwords support”
- “freelance writing”
- “website content writer”
- “SEO content writing”
4. Exact Match – Keyword Match Types
In case, if you belong to a competitive business and have a limited budget, we would recommend you to go for Exact Match Keywords. It will help you to show your ads on the query which are 100% matching with the keywords you have targeted inside your campaigns.
The Exact Match Type is denoted by the symbol [ ].
Example of Exact Match Keywords
- [free Google AdWords support]
- [Google ads support online]
- [Content Writing Services]
- [seo content writing services]
- [technical content writer]
- [freelance writing]
- [blog content writing]
- [seo content writing]
5. Negative – Keyword Match Type
Last but not least. On top of all of the above match types, without using negative keywords, believe me, you are going to ruin your budget quickly. Negative keywords have the power to prevent showing your ads on the irrelevant query in a simple way. Only you will have to create a list of irrelevant words and then add the list inside your campaign setting.
You can add the negative list along with any type of targeted keywords. You must use it even with the Exact Match type.
To add negatives, simply create a list like the one below and then use it by giving a name to the list.
List of Few Common Negative Words for Google Ads
| image | about | sample |
| download | definition | hack |
| video | review | tips |
| career | tutorial | trick |
| job | class | game |
What is Google AdWords Keyword Planner?
Keyword Planner by Google is a free gift as a tool to choose the most working keywords for you. Based on the user’s searched data, Google stores it in their database, and then after analyzing it on a big level, they provide the data as an assumption, which is helpful for us to pick out for our website or running PPC Ads.
How To Use Google Keyword Planner For SEO?
To access the tool for On Page SEO & Off Page SEO, please follow the below steps:-
- Login to your Google Ads Account https://ads.google.com
- Go to Tools given on the upper right menu in the dashboard >> Planning >> Keyword Planner
- After that, select an active Google AdWords Account.
- Choose “Discover New Keywords” and enter the website URL or a few keywords of your business to get some idea of new, more relevant keywords and traffic.
- Choose “Get Search Volume and Forecasts” if you already have the list of keywords and you want to see the expected traffic and competition for those.
- Now click to “Get Started” to follow the next step
- In the next page, it will show you the result from where you can download the data for future reference.
- Now shortlist the relevant keywords for your business and then use it as a short tail or long-tail keywords while optimizing your content or building some backlinks.
How To Use Google Keyword Planner For Google Ads Campaigns?
To access the keyword planner tool, follow the below steps:-
- Login to your Google Ads Account
- Go to Tools given on the upper right menu in the dashboard >> Planning >> Keyword Planner
- Select an active account.
- Choose “Discover New Keywords” and enter the website URL or a few keywords of your business to get some idea of new, more relevant keywords and traffic.
- Choose “Get Search Volume and Forecasts” if you already have the list of keywords and you want to see the expected traffic and competition for those.
- Further, click on “Get Started” to follow the next step.
- On the next page, it will show you the result from where you can download the data for future reference.
- Now shortlist the relevant keywords based on relevancy, Competition, and Top of page bid for low & high ranges.
- Now, add it as your keywords inside the ad group.
What is Dynamic Keyword Insertion in Google Ads?
The name defines to insert the keyword for performing dynamically. In short, it’s called DKI. Here, you create the list of your targeted keyword types in Google Ads and then call them inside your ad copies followed by the predefined formula provided by Google Ads.
It will help you to maintain better CTR & Quality Score and also, you won’t need to create multiple ad copies inside an ad group.
