Keywords: Fundamental Building Blocks Of AdWords

5 Min Read. |

AdWords is a platform used to market or advertise one’s business or product. It’s easy to use and one of the best products of Google. There is an important term which we come across in the world of AdWords called KEYWORDS. You can also call them as fundamental building blocks on which AdWords work.

1. What are Keywords?

1.1. Keyword is a word or a phrase that we use as term of significant importance. In AdWords, keywords are the words used by everyone to find information they are looking for. Basically, Keyword is any term which we type on search engine to get any information of service or product.

1.2. Keywords are the base of any website content. Keywords or the keyword phrases should most importantly be connected to the topic described on the website page. Keywords help the customers to relate the content of the web page they are about to visit. Choosing right keywords help in getting the right customers who are interested in the advertisement.


2. Keyword Match Types

Keyword match types are kind of parameters that can be set on keywords to control which searches will trigger the ads. There are different kinds of keyword match types as below:

2.1 Broad Match:

This is a default matching option used by people who do not want to spend time in researching about the keywords. This type of keyword captures highest volume of traffic on the ad. It includes misspellings , synonyms, searches related to the keyword or any other variations. Since this type is the default type, it causes lot of unnecessary clicks on the ad, due to which the costs shoot up drastically. Hence it’s necessary to be very careful when choosing this type of keywords. Broad match is sometimes too expensive but it can be good too.

2.2. Broad Match Modifier:

this uses plus sign (+) as a modifier to any of the terms of the keyword. This is one of the ways to avoid unwanted impressions and clicks on the ad. This type of keyword captures traffic on ad which are close variations of the keywords but not synonyms or any other related searches. Customers,  who are specifically interested in particular product or service,  are attracted to each kind of advertisements.

2.3. Phrase Match:

This uses the keyword written between “ keywords”. This means that the ad will be shown when someone types the exact keyword or writes something before or after the phrase but not in between the words in the phrase. The ads are displayed when the user types the phrase or close variations of the phrase.

2.4. Exact Match:

This uses the keyword written between [keyword]. Here, the ads are shown only when the user types the exact keyword as per the match.

2.5. Negative Keywords:

This uses minus sign (-) before the keyword. A negative keyword is basically the opposite of a regular keyword which means instead of telling Google “Show my ads when someone searches on this term,” you’re telling Google not to show your ads when this term is part of the search query. It helps in filtering unwanted traffic. If anyone types that keyword, the ad won’t show up. Hence avoiding unnecessary clicks on the ad.



3.Where are the Match Types used?

3.1. The above keyword match types helps in controlling the searches which would make the ad displayed in the search result. For example, broad match is used to attract wide range of customers and exact match is used to restrict particular range of customers who are interested in the product or service or information.

3.2. Keywords have major impact on the account’s performance. They are also responsible in structuring an AdWords account of an advertiser. So, it’s said,  the broader the keyword matching option, the more it will generate traffic potential and narrower the keyword matching option, the lesser it will generate traffic potential on the site.

4. Importance of Keyword

4.1. Keywords are very important in creating good ads. They are the control used to determine on which searches we are bidding on. Usefulness of keyword is one of the parameters that helps in determining the quality score (QS) of an ad. If the QS is high, then the ad is shown. Bidding high on keywords with high CTR (click through rate) and QS, help in gaining profits in businesses.

4.2. It’s good to keep track of the keywords who get clicks but less conversions so that you bid less on such keywords (weaker keywords). It’s very important to check Search Terms Report to make sure that money isn’t spent on keywords who trigger irrelevant clicks. Choosing the right keyword helps in improving the Return on Investment (ROI).

4.3. Advertisers don’t buy these keywords but they bid on them because AdWords works the same way the auction works out so that not only bigger advertisers but also the smaller advertisers can use AdWords. There is no bidding done on the negative keywords. Hence many advertisers avoid using them. But smartness is in using negative keywords too, in saving the amount spent on ads.


5. Keyword Research Tools

5.1. Before the advertisers start bidding on these keywords, it is important to know which keyword will help in generating profit. It’s good to research on keywords before posting the ads. New or experienced advertisers use keywords research tools such as Google Keyword Planner, SEMrush, Wordstream Keyword tool, Keyword discovery and many more prior to starting the ads.

5.2. These keyword tools help in generating a detailed list of the keywords related to the original search term. The list also shows the keywords being used the most while searching and also the keyword’s competitiveness. These tools also give ideas in finding new keywords and negative keywords that should be excluded from the ad campaign.



Keywords optimization is the most crucial part in advertising as it allows the advertiser to get right customers. Understanding Keyword match types at a basic level helps in targeting users that are the most likely to positively interact with the ads. A strong understanding of this helps us to be in a position to spend money properly without the worry of getting irrelevant clicks.

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