Unlike other mediums of online advertisement, the performance of a Google AdWords campaign depends hugely on the selection and placement of the right keywords. This method of marketing is considered to be much more efficient in targeting the exact segment of consumers. As the ads are filtered and displayed to the users based on the search keywords entered by them, the visibility of a particular ad depends on the keywords incorporated in each ad group.
The ads are also displayed as part of the web content posted on websites and web pages associated with the Google displayed network. So the keywords incorporated in the individual ads are matched with the keywords used in the web content and the ads are included in the web pages accordingly. When you start a Google AdWords campaign, you need to spend some time analyzing and selecting the right set of keywords having maximum relevance to your product, brand, or business for which the ads are being created.
When you are preparing a keyword list for a particular advertisement campaign, you need to include all the synonyms of the main keyword. The user may type in different words having similarities and matching with the advertised products and services. So you can never choose the exact keyword that will get the ads the highest click-through rate (CTR). When you include the possible synonyms of the main keyword, your ads will become more generalized in nature. These will be displayed to an increased range of potential consumers and help in optimizing the Google AdWords campaign.
An advertiser has options to include the key in both exact match and broad match formats. If you have chosen the broad match option, your ads will pop up on the user’s screen based on the singular or plural form of the keywords. On the other hand, when you opt for a phrase or exact match feature, the ads will be filtered and displayed exclusively based on exact keywords entered by the searcher. Similar to the synonyms, you can never predict whether a consumer will enter a search keyword in its singular or plural form. When you include the singular as well as a plural form of the keyword, the same helps in optimizing the Google AdWords campaign.
It is a common practice to write words by incorporating capitalizations and punctuations. However, you must remember that Google simply ignores these special cases, while filtering and triggering the ads. Also, most of the users simply type in the keywords in lower case ignoring the capitalizations and punctuations. But you can never be sure of a keyword being typed only in upper or lower case. You can include the individual keyword or keyword phrase written in the lower case along with the version of the keyword written by including the punctuations. When the keywords are included in the ads in various formats, the ads will match up with the search keywords entered by a large number of users. This will further make the Google AdWords campaign more efficient in achieving the advertisement goals.