If you’re just starting out with Adwords, you might want to first read Understanding Adwords Part 1 to learn about what adwords is, how it works and the display vs search network.

Then, have a read of Understanding Adwords Part 2, where we looked at the structure of an Adwords account, ad extensions and campaign types.


In this post, we’ll explore:

  • Remarketing
  • Keywords
  • Match Types

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What is Remarketing (ad retargeting)?

Remarketing allows you to target people who’ve previously visited your website. They’ll see your ad while they browse other sites on the Google Display Network or they search for terms related to your products or services on Google.

Remarketing is useful for targeting people who leave your website without buying anything. You can reconnect with them by showing relevant ads across their different devices.


What are keywords?

Keywords are words or phrases match ads with a customer’s search (they determine where and when your ad can appear). Building a solid keyword list helps you reach the most interested people, who are more likely to become your customers.


Creating the Right Keywords:

  1. Think like a customer

First, right down all the services and products you want to advertise. For a Search Network campaign, make a list of all the terms and words that a customer would likely use to search for each service and product. For a Display Network campaign, think about keywords related to websites your customers might visit.

  1. Organise your keywords by theme

Group your ads by setting up a category based on each product (ie boots). Then set up ad campaigns breaking down the category further (ie rain boots, high heel boots, flat boots, knee-high boots, booties). This will keep your account organised.

  1. Be specific.

Use specific words to describe your offer accurately. This will dissuade those looking for similar things and reduce unnecessary clicks (cost) from those who won’t be interested in your product/service.

  1. Use negative keywords

Negative keywords ensure your ads don’t show to the wrong people (also reducing unnecessary click throughs). If you sell shoes but don’t sell children’s shoes then ‘children’ and ‘kids’ would be great negative keywords.

  1. Use the Google Keyword Planner and/or Display Planner

This will help you improve your existing campaigns and plan new campaigns. The Keyword Planner shows how keywords might perform and offers click and cost forecasts based on selected bids.

The Display Planner offers keyword ideas and suggestions for targeting methods, like affinity audiences, in-market audiences and placements. Using historical cost-per-click estimates, you can see real-time forecasts that show how your campaign might perform based on a given bid and budget.

  1. Monitor keyword performance using the Keywords Tab

Increase your spend on better performing keywords and reduce your spend or pause/remove keywords that don’t perform.


Did you know?

  • Keywords aren’t case sensitive
  • The default setting for keywords includes variations like misspellings
  • The default setting for keywords includes synonyms


What are Match Types?

  • Broad Match is the default for searches. It includes close variations of your keywords
  • Broad Match Modifier excludes synonyms. To use it, add the plus sign (+) before terms
  • Phrase Match shows only exact phrasing and close variations. To use it, add quotes (“ “) around terms
  • Exact Match shows only exact keywords and close variations. This narrows the ad’s potential audience the most. To use it, add brackets ( [ ] ) around terms
  • Negative Match excludes terms from results. To use it, add minus sign (-) before terms


Ready start your next Adwords Campaign?


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