There is a lot of confusion out there about the use of keywords for pay-per-click marketing. Many people struggle to understand how to identify the correct phrases they need to target. That often means they waste a lot of money through a process of trial and error that doesn’t produce good results.

Considering that, the information on this page will help to set the record straight once and for all. Bidding for the wrong keywords could mean you never manage to attract relevant traffic to your website or blog. Sadly, that means it’s almost impossible to boost conversions and see a healthy return on any investment made.


Whenever an internet user visits a search engine like Google, they type keywords into the engine to find information. When they get it right, a list of relevant websites appears on their screen. At the top of that list, users will find sponsored links from advertisers who targeted the same search terms. The search engine will display both paid and organic listings to give the user as much choice as possible. However, they will filter out any websites or advertisers who didn’t use that particular keyword. That is the case, even if their website seems relevant upon closer inspection. If you want ads to appear for certain words and phrases, you have to place bids and beat the competition.

So, marketers have to make sure they’re bidding on the best keywords if they want to succeed. It’s a simple process, and one that we’ll outline for you:
There are many different keyword research tools promoters can use to determine which they’d like to target. Most of them are free to use, and so it’s not a lengthy task. Users can also make use of their website analytics when it comes to creating their lists. The idea is to ensure your site always displays when people search for products or services that your company supplies.
Next, you’ll need to organize your chosen keywords into small lists to improve your chances of getting a low click-through rate. Keep as many similar and related keywords together as possible for the best outcomes.
It’s possible that you might encounter some keywords that seem fruitful, but that aren’t suitable. When that happens, you need to add them to your list of negative search terms. You’re just letting the search engine know that you don’t want your ads to display when people type those phrases or words.
The final step of the process is often the most important because it determines how much you spend. Many online advertisers are on a tight budget, and so they need to optimize their bids correctly. By assessing your progress and focusing on the most profitable keywords, you can often reduce your expenditure. At the end of the day, there is no point pushing a keyword with a 1% conversion rate when you have others that run at 5%. You get the idea, right?


Grouping is the process of keeping all relevant in the same place for the same campaign. When you do that correctly, it’s possible to improve the PPC strategy and create more relevant ads and landing pages. One of the best way to achieve that goal is to break keyword groups down into a flowchart. For example, let’s take a look at how you might structure the assortment if you were selling footballs.

You could start with the word “footballs”. Then you would group other related terms like “sport”, “soccer”, “World Cup”, etc. From those words, you might add others that relate to the same subject. So, you might like to insert the names of famous sports people or teams from around the world.



Most people will use the terms “keyword” and “search query” to mean the same thing these days. However, their definitions highlight that there are some differences. So, we just wanted to set the record straight to avoid any confusion and make sure you don’t waste any money.


Keyword Definition:

A word that you focus on based on many relevant search queries made by Internet users.


Search Query Definition:

The original string of words that internet users type into search engines when looking for information.

So, as you can see, there are some significant variations between the two terms. For example, a marketer might like to focus on the keyword “footballs.” Search queries that bring his ads to the top of pages could include: “buy footballs” or “where to buy footballs”. Does that make sense now?



When it comes to bidding on different keywords, you can let Google know how broadly you’d like your ads to appear. That means you keep better control over the relevancy of your marketing campaign. Your ads will display less often if only accept an exact match. However, it means they should only show to the right people. There are four different options from which you must select. They include:

 - Exact Match

Selecting that option will mean your ads only display when someone types the exact keyword or search term into Google.

 - Phrase Match

Choosing that option will mean ads only appear when people type a full phrase into their browsers.

 - Modified Broad Match

Google will present you adverts a little more often with this solution. It should mean they appear whenever someone types at least one of your keywords as part of their search query.

 - Broad Match

Broad match is what Google Adwords uses if you don’t change the option. It ensures your ads display whenever someone types your keywords. It doesn’t matter which words they type around them - your text advert should still appear.