[Search Engine Marketing] 01. Keyword

When creating an ad campaign, finding the right keyword that could drive a lot of clicks is important.

Let's learn about finding the right keywords for your ad campaign.

Keyword List
- Brand Terms: Search ads of your own brand name increase 'clickability' by 25%.
ex) bamboohr/ bamboohr

- Generic Terms
ex) hr software/ hr payroll/ hr reporting

- Related Terms
ex) tools for hr manager/ managing hr more effectively/ tracking time off

- Competitor Terms
ex) zenefits/ zenefits software

Best Practices
1. Put yourself in your target persona's shoes
2. Add terms that reflect how people speak
3. Start broad,  go specific
4. Include variations and synonyms
5. Include misspellings
6. Use tools like below:
- Google Trends
https://trends.google.com/trends/?geo=
- Google Keyword Planner
Long-tail keywords: longer and more specific keyword phrases
Combine keyword lists of both short & long tail keywords

Keyword Matching
- broad: your ad will show if a search query that matches your keywords whenever any word in your keyword phrase is searched, in any order.
   +women's hats

- modified broad: plus sign(+) used; your ads will only appear on searches that contain the keywords that contain the +sign in them.
   +women's + hats

- phrase: quotation marks("") used; your ad will appear for any search that includes the keyword phrase contained within the quotations in the exact order you've specified.
   "leather women's hats"

- exact: your ad will appear only for the exact keyword phrase you've specified.
   [LEATHER WOMEN'S HATS]

- negative: ensure your ad does not show for search queries containing certain words.
   -men -