In SEM (Search Engine Marketing), keywords are the words or phrases advertisers select for a given Ad Group to target ads to their customers. In this lesson, you'll learn how to use tools for generating keywords like Google Trends and Keyword Planner, as well as understanding the importance of long tail keywords. Become a Google Ads expert: http://bit.ly/2AO9qdE

1. Google Ads: Keywords
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2. Agenda
Definitions
Tools for generating keywords
Importance of long tail keywords
Keyword match types
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3. Keywords:
Words or phrases advertisers select for a given
ad group to target customers for their ads
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4. Search Terms:
Exact words or sets of words a customer enters
when searching on Google or one of their Search
Network sites; also known as a query
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5. Keyword Tools
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6. Google Trends
A tool used to see search interest in a particular topic or search term over time, which
can help determine which keywords to use in ads campaigns
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7. Keyword Planner
A tool within Google Ads to generate keyword ideas and forecast search volumes for
your keywords.
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8. Long Tail Keywords
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9. ● More specific keyword phrases that are longer than broad search terms that
customers most likely use when they are closer to purchasing
● Less search volume, but higher intent from customer
● Can create long tail keywords by combining keyword lists
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Long Tail Keywords

10. Keyword Match Types
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11. © 2018 Udacity. All rights reserved.
Broad Match
Default match type that is assigned to all keywords, matching your
keywords whenever any word in your keyword phrase is searched, in any
order. For example, your keyword “women’s hats” would match for
“women’s blouses”, since it contains women’s but also “men’s hats” since
it contains hats.
Broad Match Modifier
Only shows ads in searches including the words designated with a plus
sign (+women’s hats) or close variations of them.
Phrase Match
Only shows ads for any search that includes your keyword/phrase in
quotations (“women’s hats”) in the exact order you’ve specified. The
search can have words before or after the phrase but nothing in between.
Exact Match
Only show for the exact keyword or phrase, designated by brackets
[women’s hats].

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Want to exclude your ads from
searches?
Use Negative keywords - avoid showing your ads for terms unrelated to
your business by designating a minus sign (-women’s hats) before your
keyword/phrase

13. Want to learn more?
udacity.com/google-adwords
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