Advanced Pay Per Click (PPC) Program

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How to Add Keywords Tutorial

5.2 Introduction

Hello, I'm Brad Geddes, the author of Advanced Google AdWords, the founded of Adalysis, and the PPC Faculty Chair for Market Motive. In this video, we're going to look at the interfaces of some of the search engines, and look at how to create ad groups and keywords, manage matched types and to look at some cured research tools that can help you get started.

5.3 Bing Ads: Adding Keywords

Now here we're in the Bing ads interface. If we go to the ad group screen we can create an ad group from here. Now things like your campaign names, your ad group names, these are descriptive information for you. So don't think that they have to be named something specific or just by default values or often ad group one or ad group two. Name them something so you know what these ad groups are based upon the keywords you're going to use. Now, we're going to look at how to create ads in our next set of videos. So we're going to skip ad creation for now. Now, when we go to add keywords, we have a couple options how to add them. We can either just type out a keyword, hit the Add button, and then if you want to manip with the match types, we can change them right in the interface, so their exact phrase and broad. Or we can type out the keywords with the forebanning. For instance, [test] is the exact match, "test" is phrase match. Test without formatting is broad match and then a plus symbol says it's modified broad. Now let's add these for a second. Now if you notice, +test, with the plus symbol which is our modified broad is treated differently than with the alpha symbol inside of Bing. And so what you don't want to do from modified broad match words is use exact or phrase match with that plus symbol. You want to just leave these as broad match. So there is no modified broad match type in a dropdown. Because you could have a three-word phrase. And two of these words have a plus symbol. The other one doesn't, depending on how you want to manipulate the modification of broad match. So always do those as broad. Now we can't save this add group yet. Because we need a text ad. So we're going to just cancel out of this. Now if we go into an ad group, then we can also just simply click the Add Keywords button, type out our keywords and add them as whatever match types we want and then go ahead and save these. And then now within the interface if we go to our columns and make sure match type is displayed, we can see the match type by the keyword and then we can edit this if you want to and pick a different match type. Now since we already have a phrase match, we can't say that combination already exists. So in this case, because we have all three, we can't manipulate them. But if we were to delete one, let's go to edit, delete your keyword. Now, since we no longer have a broad match, we could edit this, choose it Broad match, hit Save, and we're done. And so managing the keyword is really simple. You just add them to an ad group. You can either type them with formatting or skip the formatting. Now, one thing about Bing that's slightly different from AdWords. If you go into your Campaign Settings. So we're at a Campaign level. We're in our Settings. If we go down to Keyword matching option, we can choose if we want Close variance on or off. So close variance are what makes your keywords show for plurals, misspellings and so forth. So if you do not want your Bing keywords to show for plurals or misspellings, then you can turn this off. If you want to show for plurals and misspellings, then you can leave it on. Now in Google, you don't have this level of control. It's only in Bing.

5.4 Google AdWords: Adding Keywords

Now in Google, adding a keyword, and adding an ad group, is just the same as Bing. So, we can click, Create Ad Group. Again we have our text ad that's displayed. Our ad group name is for you. And then we can add our keywords, whether we type them out or we use formatting. Then if we pick our default bid, then we can add these to the ad group. And now we have an ad group and we can see since we added formatting that we have test displayed in brackets which means exact match. We have test not in brackets, it is Broad Match. And again, we can go to our columns information, go into our attributes, and then add our Match type. And that way we can see the match types by each keyword. So adding keywords, manipulating match types, it's the same pretty much in Google and in Bing. Now, one of the big things you want to start with then, is figuring out which ad groups you want to create and do some initial keyword research. List out your ad groups so then you can populate them with keywords. So there's several tools for these.

5.5 Bing Ads: Campaign Planner

If you're in Bing, you can go to the campaign planner tool, and this tool has some really high-level information where you can see data by verticals. So in this case we are in credit cards, you can see for these keywords what the search volume is, who the main competitors are, and some keywords, the main keywords used for these. So it's just some high level information that Bing provides, you can't save this to your ad group but you can export the data. So this is a good high level look, whether you want to drill into specific categories and then see the overall potential traffic and see the more common keywords being used. Now if you want to get more specific and really start picking at your keywords, then in Bing Ads, if you go to Tools, and then go to Research Keywords, you'll have an interface where you can type in a keyword, hit search and then you'll see some information about how many searches it had last month and impression clicks, etc.. We can click on some words, add these keywords, just like within the add group interface. We can manipulate the match types you want to use, our bids and then add them to an add group.

5.6 Google AdWords: Keyword Planner

So, Google also has a nice tool for this, known as the Keyword Planner. So there's four different ways you can start with the Keyword Planner. You can, again, just type in keywords, just like you can with Bing. We'll get to landing pages in a second. You can choose category drill downs and get lists of keywords and ad groups in those categories. You can change your targeting, whether it's different countries, languages, and so forth. Now you can also just type in a list of words and get some information from those words. This is an easy way if you have data in Excel to just copy it, paste it in here, and then start getting some information. You can get a forecast for the words and skip the research, the Forecasting Tool. And we'll show the Forecasting Tool in a moment. Or you can put in lists. You can put a list of words in one section, a list of words in a different box. Google will mix and match these for you, and then you can see your information.

5.7 Page Spidering Option

Now, one thing that Bing and Google both have, is instead of searching for keywords, you can put in your websites, and then they will spider the site and give you ideas. So if we say look at Market Motive site. So we look at Market Motive's site. The homepage has mostly information about overall strategies and training. It doesn't talk specifically about all the courses. So we could spider off this page. We get some really high-level information about online training. Now we could go to the courses page. This is going to give us some more details about all the different types of course we want to use. Or we can go to a very specific page and spider just the page about analytics, and just the page about paid search. So, if you're really focused on just expanding your analytics, in this case ad groups and keywords, you'd want to go directly to that page. If you want a nice high level overview, then find a page of your site, and this could be multiple pages, that cover a lot about what you do. Copy the URL. You can either do this in Bing. Or you can go to AdWords, and under the search for new ideas, put in your page, and then click Get Ideas. And so, Bing or Google's going to go spider your page right now. And they'll give you ideas for ad groups. And also ideas for keywords within those ad groups. Now, don't ever just click on, let's add all the keywords within this ad group without looking at them. Often these are just engines looking at your website, grabbing relevant keywords and then matching them to other keywords that exist. And so when you look at certain keywords, often you'll see things like, free marketing degrees or free training, which might not be what you want to start with. So, always look through the keyword list before you add them all. Now, when we have this data appear, we can segment it by trends, mobile trends, devices, locations, so forth. So, you can split this information quite a bit. And so this is a good way to find out your initial ad groups, get some information. Good way to start finding your keywords and then building out a plan. And I'm just going to add some ad groups here to walk through our next step. Now, assuming you took much more time to actually look at the keywords you're adding to these add groups. You can now copy this to a clipboard, download it. So you can take a look at it in Excel before you make a change. Or you can forecast the traffic.

5.8 Forecasting

And of course we have this warning at the top of the screen because we're in a demo account which, of course, is not running in active. Now, when you forecast things you can now get an idea of what traffic's possible for your ad groups. Now, when you first add this, you'll see that all this information is zero. Because we don't have a bid or budget yet so Google can give us potentials of an unlimited budget but if we really want to start seeing more details by ad group we need to give them an idea of our starting bid and budget. So let's get some detailed forecasts here. And now we can see potential clicks and impression volume. Now, what you'll see a lot of times is that, as position goes up, of course clicks increase too. But, then you have a point of diminishing returns. So, here if we look at this chart, at a max CPC of $1.75 would get 128 clicks a day. At max CPC of 8.44, we would get 31 clicks a day. We're actually overbidding to the point it's messing with our budgets. So, often if you just remove the daily budget, or set a daily budget that's incredibly high, you can see then, where this lift starts to occur that once you bid past that point. You're not getting more traffic or the traffic you're getting is much more expensive so at this point in time, $9.00 per click for 273 clicks or $67 for about 100 clicks more. That's a significant difference. So it's nice to first input your budget. Get your forecast and if you see there's these big drop-off points. You want to make sure that you're below it. So in this case, if we were say bidding $50 per click. What we'll see is, that we're essentially going to get, 212 clicks and we've only spent 6.77 per click. But then, our data starts to drop down. And so, by sort of, just doing a little bit of manipulation with your bids, you can start to see where is this drop off point where you don't really want to bid higher than that. Now, again, when you first start you usually want to get the most traffic possible with good keywords. Make sure that it's good traffic, low bounce rates, high times on site, and then once it's great traffic, then we can move to really looking at the conversions and the search queries and so forth. So by using the Bing and the AdWords tool, they're good places to start. Now, there are other places you can do things. So, Bing Ads has a great Excel plug-in known as Bing Ads Intelligence you can download.

5.9 Desktop Editors

When you look at the interfaces you need to know how to manipulate them, how to create ad groups, how to add ads. This is slow going. It's best to understand how the interface works. But once you have some experience and you get when the interface works there are offline tools. The AdWords power tool or also known as the AdWords Editor. The Bing Ads Editor. Which are download tools for your desktop where you can bulk create keywords, ad groups, campaigns, and it makes that creation and management much, much faster. But starting from an editors standpoint, because not every feature's in the editor, is not where you want to start. You want to start by learning the interface, how it works, and then you can move to the editors, which allow a lot more power in how you're creating things and a lot more speed involved. You can manipulate data in Excel, push it to the Editor, push it to the Interface. Now we'll talk about that much later in the course about how to use the Editors for things. But for now to create ad groups it's as simple as clicking create ad group button. To manipulate your keywords and look at your match types it's as simple as going to the keyword tab. Look at your match types, adding no if you don't like it. And so by understanding how to manage these, you get an idea of how things start to sit within the paid search engines themselves.

5.10 Recap

So to recap our data, first plan out your ad groups. And that's important first to list out the ad groups you want before you get into all the granular keywords. Use the keyword resources tools, they're great to use, put in a keyword or a category, see what's suggested. Now just because it's suggested, doesn't mean you should use it. You have to temper the suggestions with what you actually do and think will convert and describe your company and your business. Using the site spidering tools, putting a URL in, getting ideas, great way to get started, because you already have data on your website. So then once you have your ad groups, then you want to populate your ad groups with the keywords, and think of your match types as you populate these ad groups with keywords. Good starting tools. You've got the Bing campaign planner, the Bing keyword research tool, the AdWords Keyword Planner, the Bing Ad Intelligence tool, which is an Excel download, and then the Bing and the AdWords Editors, the power editors for these tools. And there are other third-party tools, like Wordtracker and SEMRush and so forth that can help as well. Start by knowing the basics of these tools first. And then once you have these keywords, the next step is then which ads show with these keywords so you can create a full add group. In our next set of lessons, we'll go through what a good ad creation looks like and ad testing. So that when you use these keywords to show ads on a search result, these ads are helping your company get the best traffic for you, based on the keywords you are using to attract traffic to your website.

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