4 Keyword Groups You Should Include In Your AdWords Campaign

Shoppers use different search queries when looking for products or services. For example, when looking for a Vancouver store that sells the new HTC phone, some users may search for “Vancouver electronic store” while others may enter “HTC One Max Vancouver”. To engage with more members of your target audience, broaden your reach by creating different keyword groups.

Here are four keyword groups you should include in your AdWords campaign:

1. Explicit keywords

Explicit keywords are basic, direct keywords that explicitly describe the product or service consumers want. Here are some examples:

• Smartphones with slide out keyboards


• Tablets with keyboards


• New SUVs 2014

Use broad match for these keywords because consumers who use these terms are gathering general information and not ready to buy immediately.

2. Symptom or problem-based keywords

Problem-based keywords describe the problems consumers have. Examples include:

• iPhone cracked


• iPhone virus


• Fix broken iPhone


• Where can I fix iPhones


• Broken iPhone screen

Use broad match modifier and bid competitively for these keywords because consumers who use these terms are seeking a service you offer and are likely to buy. However, because you don’t know the order of keywords searchers will use, using broad match modifier will trigger your ad even when qualified shoppers aren’t using your exact keyword phrase.

3. Product name or part number keywords

These keywords are the exact product name or number of an item or service. Examples include:

• ASUS Transformer Pad 10.1″ 32GB Android 4.2 Tablet With NVIDIA Tegra 4 Processor – Grey


• ASUS X750LA 17.3″ Laptop – Grey (Intel Core i5 4200U/750GB HDD/6GB RAM/Windows 8)


• Monster UFC Octagon Over-Ear Headphones – Red


• Monster iSport Strive In-Ear Active Headphones – Black


• Bose SoundTrue Over-Ear Headphones – Black

Use exact match and bid competitively for these keywords because shoppers who use these terms have narrowed down their choices. They are at the end of the sales funnel and are intending to buy.

4. Informational keywords

These terms are related to your products or services but are difficult to monetize because shoppers who use these keywords aren’t planning to purchase a product or service. Here are some examples:

• How to install memory in a computer


• Computer memory installation


• Difference between LED and plasma TVs


• Is the iPad or Galaxy Tab better?

Use broad match for these keywords because there isn’t high return on investment on these queries. If you want to capture visitors, create a dedicated landing page for these keywords. For example, a blog that discusses the differences between two products or that offers how-to tips and leads to a product page.

Conclusion

Developing a list of targeted keywords requires a bit of creativity. By thinking outside the box, you can generate search terms shoppers use when they’re searching for solutions for their problems or a specific offering or gathering general information. These tactics will help you broaden your reach and target different consumers.

If there are have other keyword generation techniques you want share, please let them in the comments section below or tweet me at @theraywang!

4 Keyword Groups You Should Include In Your AdWords Campaign