Keyword Basics: Keywords vs Queries

Isaac Rudansky
A free video tutorial from Isaac Rudansky
Certified Google AdWords Pro |Co-founder of AdVenture Media
4.6 instructor rating • 4 courses • 203,137 students

Lecture description

This Google AdWords tutorial is all about fundamentals. In this lecture you will learn about the difference between keywords and queries. You will also learn about the three main steps to mastering keywords in Google AdWords.

  1. Keyword Research
  2. Keyword Planning
  3. Keyword Organization

You will also learn what the goals of each stage are and what tools we will use in each keyword stage

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Ultimate Google Ads Training 2020: Profit with Pay Per Click

Google Ads 2020: How our clients have transformed their sales using Google Ads & get your Google Ads certification!

24:39:03 of on-demand video • Updated November 2018

  • Drive Consistent, Round-The-Clock Traffic To Your Website or Landing Page
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English [Auto] How do you glads fans and welcome back in this section we're going to begin talking about keywords and it's an exciting section if you're a beginner. I highly recommend you sticking around. Or even if you've been running some campaigns and you want a refresher course some of the things that are new in Google ads than it's worth while sticking around as well. I'm going to go in quite a bit of detail when it comes to keywords and search terms and queries because keywords in my opinion are the heartbeat of the account. They're the most important thing to get right. You might not have perfect the ads you might have. You might not have perfect audience configurations. Even your conversion tracking might not be as accurate as possible you might have the wrong attribution model. But if you don't have your keywords right then nothing else will follow. Everything else will break down around it. Sort of like a central part of the hub in the account. So in this lecture let's spend some time talking about what keywords are and how they contrast with search terms and queries. We've sort of touched upon this at different points of course but now in to go into a little bit more detail. Key words are the items that are up for auction. So I always tell my students. Imagine Google Ads like a live auction. It doesn't work the same way as every other auction works. This is Google as a second price auction or an English auction where you only end up paying for a click. The most it takes are right above the amount you need to beat the person below you. So for example if your maximum CPC bid is $5 you don't necessarily end up paying that $5 you'll not pay more than that $5. In most cases you'll only pay as much as you need to be the person below you and will talk about how your actual CPC gets copulated in a future lecture. But when you enter keywords into an account every single ad group has keywords you cannot have a functioning group without two things that you remember from that hierarchy. We spoke about keywords and ads and every single actor would need at least one keyword. We'll also talk about the proper number of keywords we talk about key word planning Cure organization etc.. In some of those future lectures that are coming in this section but every keyword that you put into your account represents an item that you want to bid on. You want to get an impression when somebody searches for something similar or that exact keyword and that's where search terms come into play. The keywords you add to your ad groups instruct Google as to which queries should trigger your ads. Now queries and search terms are interchangeable. You could really use either one. Google tends to refer to them as search terms more we're going to talk about the search term report as one of the most useful features in Google ads. It's probably in the report and Google has it you'll spend the most amount of time in what we talk about creating an optimization schedule to be optimizing your account but queries and search terms are what the user enters into the Google search box. That is not necessarily your keyword. Your keyword. And again a keyword can be one word. It can be up to ten words in a phrase and a group of words. The key word is what you put into your outgroups. You're telling Google that these key words should instruct you as to which Search terms of actual people should trigger my ads and the keywords moderate that relationship between search term and an ad how strict or loose Google ends up being with the similarity between a search term and matching it up with a keyword in your account totally relies on match types and we're going to go into each of the specific match types in more detail. Over here you have a picture of me right you could tell by the by the Red hair is not wearing a beanie though because it's in the wash I guess I'm just kidding. This doesn't get washed but it does. Here's a here's a picture of me bidding 2000 50 cents. Now the reason I spent too much time drawing this sketch is because you should conceptualize. Like I said before every single auction as a bid billions of searches a day which means billions of live auctions every single search term represents a different likelihood for a customer to buy every single search term represents a chance for you to have a keyword in your account. Trigger one of our ads to show. Depending on whether what you're bidding every single time a search is run on Google there is a maximum CPC bid attributed to that ad in the auction. OK don't forget that whether you are using target CPA bidding maximize clicks target Proyas or manual CPC bidding there's always a bid. It might not be that you're controlling that bid if you're not using manual CPC bidding if you're not choosing the specific bid for every single keyword in your group. But every single time there is an impression of yours inside the search engine results page Google put a bid a maximum CPC bid for that keyword. Regardless if it's regardless of if it's an autonomous betting strategy that just means that Google is taking over and entering that bid themselves. It's very important remember that it's also important to remember that distinction between keywords and search terms. You might put a keyword into your ADD group like leather desk chairs and a search term desk accessories may trigger your ADD depending on what type you're using. OK so it's very important to realize that major distinction between search terms and keywords when it comes to understanding keywords and all the different tools and all the different strategies apply to successful building of outgroups. There's three separate stages to this process. The first is that we're going to talk about is keyword research OK. This is the first thing you need to get right. You need to know how to find the right keywords to enter into your account. And part of understanding research is understanding the different psychology of keywords how people talk to search and and how people search you might have a specific you know group of keywords that you could think of really quickly that really that are really relevant to your products and services. But that's probably just a fraction of the keywords that will be profitable for you to have in your account. So I'm going to show you a bunch of different really good keyword research tools and how to go about researching and adding key ideas into your aggregates. Once you get your research down the next thing you need to understand is key word planning. Starting to beginning to understand this idea of the medically related groups of keywords words understanding how your different key word lists will fit in your overall structure how are going to segment out keywords at the bottom of the funnel middle of the funnel. Top of the funnel how you're going to understand how we're going to begin planning different bids for different types of keywords. Once you hydroxy we're planning done you need to have a good understanding of word organization which will be the final step to building your list into your actual aggregates and your entire kümmel will start taking form. I'm going to walk you through each of these specific steps why we do it. The tools you could use and some strategies to implement. So just to recap really quickly every single aggregate needs to have keywords keywords are one word or group of words that you enter into every single agat you enter them into google ads and the keywords each have an assigned bit of whether or not it's autonomous but strategy for that ad campaign or to manual's EBC bidding if it's manual CPC you will see and you'll be able to control the bid for every single keyword every single time. A search is run on Google billions of times a day there is a live auction. Keywords are looked at in every single Google Google ads account. Google sees whether or not the search terms or the query which is what the person typed into Google should trigger one of the keywords into your account based on different match type criteria. And if Google determines that a combination of all these factors like time of day bidding and all those other dimensions that will talk about your actual bid and that keyword math type in the keyword in your account in that ad group whether or not you should be placed in that auction whether your agit show in the search results page and that all takes place in a span of minutes and again at the top level. The key words are the words and phrases and sentences that describe your products and services that describe the things that you sell. Those are the items up for auction and again every single time is goes Google there is an auction in the next lecture will go into a little bit more detail about Keywood research. They will talk about Plan an organization and then will get deep into match types which is really exciting stuff. I look forward to seeing you guys very soon in the very next lecture.