The Basics of Keyword Organization

Isaac Rudansky
A free video tutorial from Isaac Rudansky
Certified Google AdWords Pro |Co-founder of AdVenture Media
4.6 instructor rating • 4 courses • 203,120 students

Lecture description

In this lecture you will learn what match types are, how they work and how using them the right way can make a tremendous difference in your account.

I will do a brief overview of the 5 keyword match types:

  1. Broad match
  2. Broad match modified
  3. Phrase match
  4. Exact match
  5. Negative match

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

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English [Auto] Having glads fans and welcome back in this lecture we're going to briefly introduce Kule organization which is the last step in professional keyboarding for really well build out Google ads campaigns what is Kure organizations. Very simple it's one thing we've done our research we've done our planning we understand a competition we understand all the different ways we can do we understand buyer and tend to understand what keywords represent what likelihood to buy and we have volume estimates we have cost estimates right we really have a good amount of data to play with. Now what we need to do is take all the keywords that we want to actually bid on and organize them into tightly themed groups of 10 to 25 keywords 10 to 25 keywords is the guideline. OK it's not a rule. I don't want to see groups that have hundreds of keywords in them. I don't want to see groups that have one keyword that people ask me all the time about Scaggs single keyword add groups and I don't believe in that I tested them I've tried them. I don't think they work. You might find a blog post that show that they do well. There's probably a lot of variables why they could work the idea between a single key word accurate is that I could write a hyper hyper specific add text to one given keyword and with the hopes of having a tentative 10 or rather high quality score. It doesn't play out that way in way in real life and trust me I bring this to you from years of experience and thousands of campaigns that I've run. So you don't you shouldn't have one key word in attribution of hundreds. You should have between 10 25 30 keywords and angry because those will be chunks of themes and remember all 30 of those keywords that you have to add group are going to be rotating or going to be triggering the same set of ads for that accuracy want to be specific if you're talking if you're if you're showing ads for people who are searching for a specific color of product or specific type or a specific piece of content that you want to make sure that you're bringing them to the right page because one of the defining characteristics of an AD group is the place that I'm sending them. After the click which is just as important as anything else. Even though that that sort of take place takes place outside of Google ads where you're sending that traffic is is extremely important and that is decided on the ADD group level because that's the final you. Well as you remember of your actual ad so we're organizing. We're taking the key word that we want to bid on and we'll organize them. We're organizing organizing them into things and we are creating our ad groups. This could take place in Excel which is my recommended or Google sheets which is where I recommend. This is where I like to do this research because it allows me to make mistakes and change things on the fly as I go along you can do this in the Google Keyword planner and could actually create these plans and import them into your campaigns. I'm going to see how to do that. You could use a notebook. Don't recommend doing that. Easy to lose track of. And common sense which as the saying goes unfortunately is not so common but you can use common sense if you're using a very small campaign just in your mind you know OK I'm running one campaign I have four or five outgroups these are my themes and you can just build it that way in Google in the Google Apps interface without any complication. But if you're building a larger account with four or five plus campaigns in each one of those campaigns you might have five six to 10 15 50 AD groups depending on your structure retweeting on your budget depending on the size of each group et cetera. Then you definitely should be using some of the Google sheets or Excel to plan this stuff out at the very least use Google Keyword planner themes. And we've touched upon this before can take many different forms where the person is in the buyer file. Based on what they're searching that could be a theme if you're able to send those 20 25 keywords to the same either sales page product page service page or piece of content or educational content relevance. How relevant is this search to my product. Is it peripheral as a target again. Is it is it. Are the keywords close enough related that that relevancy creates a unifying theme between the keywords. Because I'm going to write my ad text that relates that applies to all those keywords and those those ads are going to rotate either evenly or favor to conversions. But it's not like I could pick one specific ad to one key word another ad to another keyword word that is the exact purpose of having AD groups in the first place which is why thematic Lee related groups of cures are so important. So want to write that down because you should remember thematically related groups of keywords that is the defining characteristic of what good Agric should look like. Remember that buyer intent needs based. Is a person expressing his search where he's saying that he's asking a question. He's expressing his need in the search he say I'm looking for a better he or she I'm looking for a back chair that could solve back problems. I'm looking for a chair that I could sit in all day and looking for a chair that's really light is a nice base. Is it action words by desk chairs online by wheeled office chairs. Online is a person search and with action words that might be a thematic related group of keywords. And I said category last I saved category last because that's the most important the most common way of grouping keywords together. Do this. This product has this color that's a theme. This section of my web site has products that have wheels that's a theme. This is a service for business consulting. That's a theme people are searching for this specific piece of content. That's a theme people are looking to understand how to calculate Aro I have a blog post. That's a theme and I might have a bunch of different potential searches like that 10 to 25. So category subcategory product category service category. And again if you remember what we did in the beginning look at the navigational structure of the Web site Lukather look at the content on your Web site is actually the lead out. That's And to give you a very good sense of being able to structure your aggregate by theme. You know the tools that we're going to use for keyword organization and I have a pretty good sense of the complexity and the scope and the overall story arc of approaching keywords in a Google ads account we have cured research. You were planning and to it organization you understand the purpose that each of those stages when using the tools are going to be using each to those stages. And now we need to start talking about the most important component of understanding key words which is match types. And we're going to get right to that in the very next lecture. So thank you for sticking with me this far. Hope you've been enjoying it. And I look forward to seeing you guys very soon and the very next lecture.