But although Google Ads campaigns have a very intuitive interface, it is true that there are many parameters to control and that it is difficult to optimize them well from the beginning. So that you have things clear, we are going to look at some basic concepts to master this tool and a step-by-step guide to create the best campaigns.
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Video explaining what Google Ads is and the most important concepts
Important concepts about Google Ads
Keywords
A keyword is a set of terms that a user enters into a search engine like Google . It can be a single word, several words, or even a whole phrase, for example "Buy cheap trips to New York."
Keywords are like the "building blocks" of a Google Ads campaign. They allow Google to know which topics interest a particular user at a given time and show them ads that are tailored to them. By selecting keywords correctly, we can ensure that we are creating truly relevant advertising.
Types of concordance
Match types determine to what extent the term entered by the user in the search engine should match our keyword. We can choose between:
Broad match : This is the default match. It includes synonyms, misspellings, related searches, and other variations. For example, if your keyword is "women's hats," your ad might appear when someone searches for "buy women's hats."
Broad match modifier : This includes slight variations, but not synonyms, and search terms can appear in any order. For example, "buy women's hat."
Phrase match : This is based on the exact match of a portion of the text the user is searching for with the keyword in question. For example, for "women's hats", the ad would be shown with "buy women's hats", but not with "cheap women's hats", since inserting a word in between breaks the match.
Exact match : As the name suggests, in this case the ad would only be displayed if the user enters the exact keyword.
Negative match : This option is a little different, as here we enter the keywords for which we do not want the ad to appear. A very popular term is "free", as we want to filter out users who are not interested in purchasing.
