What are keywords?
Keywords include words that users enter in the search box. Based on these queries search engines determine which keywords they should show in your ad.
In display networks, keywords are needed in order for the system to display your ads on suitable sites.
Keywords can be:
- high-frequency (from 1000 requests per month);
- medium frequency (1000-300 requests);
- low-frequency (less than 300 requests).
If you want your ad to show at the right time and to the right audience you need to choose keywords competently.
Make sure your keywords and landing page are all closely related to the customer queries or topic of the websites visited by the customer.
About Keyword Planner
Keyword Planner is a free Ads tool. It helps to search for keywords and see how they might perform. Please note that you should be registered in Google Ads in order to use Keyword Planner.
This tool shows not only the frequency of requests per month but also the level of competition for this request and the recommended bid for the impression.
Which keywords should you use
If you are creating an advertising campaign on the search network, try to use queries with low frequency, which reflect your proposal as accurately as possible. For example, if you advertise sofas then the broadest request for you will be "buy a sofa", not "sofa".
To create a display ad, use general words in order to get a larger audience.
The first step is to add commercial requests containing the words "buy", "price", "online store", "value", etc. They will bring potential buyers.
Add only the queries that match your proposal, otherwise, you'll spend the budget on non-targeted transitions.
Do not use words with very low or zero frequency - they will not be of any use.