Keyword Relevancy

There are a few pointers to bear in mind when selecting keywords. These will likely have an impact on the relevancy to the audience you reach, as well as on your ad getting through our editorial team faster.

• Your customers are using a different language. You're probably used to using the correct terms for your product, but your customers may not be. They may well type in brand names when looking for products, like ‘Hoover' when they mean 'vacuum' or ‘Kleenex' when they mean 'tissue'. They could also misspell words, use abbreviations and try other unexpected variations on the actual names of what you're selling. Try to cover them all off!
• Terminology changes. As markets change, so does the lingo. Words that were common when you did your first keyword list might not be quite so popular now, as new terms come in by the dozen. Check the press and online for new reference terms.
• Your keyword phrases might be too specific. You can broaden your keyword list or match type to get more impressions, which is useful early on in a campaign. But it will also get you some less attractive clicks, so you must ensure that your ad copy is particularly relevant and only attractive to customers who will be interested in what you're selling.

Help with Keywords

Next time you sign in to adCenter, why don't you have a look at:

• Our Keyword Generator, where adCenter finds you similar keywords that people have entered, is a good place to start. You can also look for inspiration on your website or those of competitors.
• Our Keyword Research Tool is also very useful. Use it to see which people, by age, gender and geography, are searching on your keywords. Is this the audience you want to attract?