Difference between ‘keyword’ and ‘keyword phrase’
A keyword is any specific word you use when conducting a search in a search engine such as Google or Bing that is related to a business or industry sector. A keyword phrase is more than one keyword combined in a single search. For instance, ‘clothes’ is a keyword but ‘sports clothes’ is a keyword phrase.
Difference between ‘exact’ and ‘broad’ keyword and keyword phrases
When exact keywords and keyword phrases are used to perform a search, the volume of results that is returned will be specifically match that the keywords or keyword phrases and. However, with a broad keyword or keyword phrase, any part of the keyword can get added into the search volume. So, if I searched for ‘sports clothes’, any result containing ‘sports clothes’, ‘sports’ or ‘clothes’ will be added to the search volume.
Considerations for selecting keywords and keyword phrases
Competitors
You will need to take into your competitors into consideration when selecting keywords and keyword phrases, this is because you can place bids on the main keywords used by your competitors, therefore when people search for them, your ads will also come up which can give you a competitive advantage as people can end up clicking on your ad instead of theirs.
Costs
Costs are a very important consideration because in order for your search ads to perform well, you will need to spend money on the keywords that will get you results. However, it is important to set a budget and keep your spending within that budget so that other areas of our business are not negatively affected. Furthermore, you can choose highly targeted keywords that are effective but costs less that the most popular ones.
Target audience
Your target audience is one of the most important considerations to take into account because if you’re unable to generate enough interest from them, then your campaign would have been for nothing. Therefore, it Is important to have a good understanding of them and what they appeal to, then you can use to right keywords to draw them to your site as that is the traffic you want.
