Keyword

Keywords tell Google which searches you want. With match types, they decide how widely each one reaches. The keyword list is your plan for what the account should buy.

What you actually pay for are search terms, so a keyword is only as good as the searches it matches.

1. Open Campaigns, then Audiences, keywords and content, then Search keywords.
2. Add columns for match type, Quality Score, cost and conversions.
3. Open Insights and reports, then Search terms, to see what each keyword matched.
4. Use Keyword Planner to find new keywords and their volumes.

A wedding photographer bids on wedding photographer bordeaux in broad match. The search terms show it matches wedding photographer prices bordeaux and also wedding photography course, which is added as a negative.

• Adding hundreds of keywords that will never get impressions.
• Confusing keywords with search terms when reading reports.
• Leaving keywords that spent with no conversion past the point of proof.

The audit checks Oppy runs on this, each with its own page.

• Keywords with no impressions in 30 days
• Keywords spending past the point of proof with nothing back
• Keywords that used to convert and are switched off

• Match type: How closely a search must match a keyword for the ad to show: broad, phrase or exact.
• Search term: What someone actually typed when your ad showed.
• Negative keyword: A word or phrase that stops ads from showing on searches containing it.
• Keyword Planner: Google's free tool for keyword ideas, average monthly searches and the range advertisers have paid to show at the top of the page.