Advanced Google AdWords™

Best Practices for Conducting Keyword Research

Keywords are the foundation of your AdWords account. If you do not have a keyword that matches to the search query, your ad will not be shown. Comprehensive keyword research is essential to maximizing your account’s exposure to potential customers.

• Every keyword falls into a section of the buying funnel. Understanding where your keyword falls in the funnel is important to ensure you are reaching consumers at different stages of their buying behavior.
• Keywords can be broken down into four major aspects: explicit, symptoms, problems, and product names or part numbers. Utilize each type of keyword to reach the maximum number of searchers.
• Start keyword research with your site, your competitor’s site, ...