Suppose you want to eat a burger. You come to a restaurant and find that the menu is full of food names such as \"food\" and \"bread with meat\". Even if the burger at this restaurant is second to none in the city, you may still leave without ordering anything. The restaurant has lost you, the customer, simply because the name of the dish they used does not match your imagination.
In order for your ads to show when users search for your products or services, the keywords you choose need to match the words or phrases they use, or be relevant to the content of the websites your customers visit.
You can also addNegative keywords, So your ads won’t show on searches that include these terms. Using negative keywords can help reduce advertising costs because it ensures that your ads will only show to the audience you need. You can use negative and regular keywords together to show your ads only to the audience you want. For example, if you specialize in pet dog clothing and do not involve any pet cat clothing, you can add \"猫\" as a negative keyword to ensure that your ad will not be displayed to users looking for pet cat clothing.
When choosing keywords, you need to decide how much you are willing to pay each time a customer clicks on your ad (this is your). Choosing the most relevant keywords will not only improve your advertising performance, but also help keep your CPC low.
How keywords work on each ad network
Choose relevant keywords
Relevance and quality are critical to keywords: overly broad keywords are difficult to attract potential customers, and may affect the profits your ads generate.
For example, selecting the broad keyword \"包\" to promote luggage supplies may cause your ad to show to users who search for unrelated content such as \"茶包\" and \"包钢\". This may reduce the CTR of your ad. Using more specific keywords and including words describing the products you sell will help you reach the customers you really need through advertising. In the above case, you can choose to use more relevant keywords such as \"luggage bags\", \"portable travel bags\" and \"buy bags online\".
Keywords will also determine to a certain extent what you need to pay. Each of your keywords has a cost-per-click bid amount. These bids represent the maximum amount you are willing to pay for each click on your ad, also calledMax CPC. However, you do not necessarily need to pay the maximum CPC for each click.
Whenever a customer conducts a search, the system conducts an auction to determine the ads to be displayed for this search and the order in which the ads are displayed. The AdWords system evaluates and calculates your keywords for each auctionQuality score. Quality Score depends on the recent performance of keywords and ads, the relevance of keywords and ads to search terms, and other factors. The higher your Quality Score, the lower the bid required.
When setting a maximum CPC bid, you need to consider the value of each click. How valuable is it for you to visit your website once? If the value is high, then you better set a higher bid. In general, the higher the CPC bid, the higher the position of the ad on the page.