What is Keyword Advertising and how it works?

Keyword advertising is online advertising that uses search engine keywords to trigger contextual advertising. Advertisers select a set of keywords related to the product or service they wish to advertise. Ads are then displayed in relevant locations based on the keywords on the generated search engine results page (SRP). Keyword advertising is sometimes called pay-per-click (PPC) advertising, search engine marketing (SEM), or search engine advertising. All of these terms generally refer to the same topic.  

Here is the guide to know the basic of keyword Research

Keyword advertising is a method of advertising on search engines using keyword research. By identifying the keyword searches that are most relevant to your business offering, you canĀ  bid to place your ads on search results for relevant keywords. For example, if you sell shoes, you might want your ads to show to people searching for keywords like “sneakers” or “women’s boots.”

Almost all  search engine marketing revolves around keywords. Choosing the right keywords to use in your ads can make or break your advertising campaign. 

The most important part of keyword search advertising is bidding on  relevant keywords. The more relevant your keywords are to your business and website, the more cost-effective your online marketing campaigns will be. A best practice for keyword advertising is to first select keywords that are relevant to your business, then create text ads that include those advertising keywords. When a visitor clicks on an ad within a search results page (SERP), you get paid for the amount you bid on the keyword (with a discount if the ad quality is very high). This process is known as pay-per-click (PPC) advertising.

Simple Keyword Advertising Checklist:

(1) Set up an Account
(2) Choose Keywords
(3) Set a Budget
(4) Run the Campaign
(5) Measure the Results
(6) Repeat steps 2 -5, as necessary

How Keyword Advertising Works

Keyword advertising aims to match the needs of search engine users with providers of related products or services. This is especially useful as it allows advertisers to see if a customer is interested in a particular offer at that time. 

For keyword advertising to work effectively, advertisers should choose  relevant keywords. The more relevant your keywords are, the cheaper your ad will cost. 

Keywords are  words or phrases that advertisers expect to be typed into  search engines when customers search for their products or services. For example, if your business sells shoes, you probably want to bid on keywords like shoes, sneakers, loafers, boots, shoes, heels, flats, and similar terms. These words should match the product offered by the advertiser.


Search engine keyword advertising uses a cost-per-click (PPC) or cost-per-click (CPC) model. In this advertising model, advertisers only pay publishers when their ads are clicked. PPC advertising is popular because it greatly reduces the risk of ineffective advertising. Advertisers only pay if the advertisement serves its purpose and directs potential customers to the website. The challenge is to create compelling ads and choose the best keywords to attract the right customers to your site.

Bidding on Keywords

When choosing keywords, advertisers indicate how much they are willing to pay if a customer searches for that keyword and clicks on their ad. This amount is the keyword’s maximum cost-per-click or maximum cost-per-click.

Advertisers set this amount if they choose to use manual CPC bidding. Manual CPC bidding is intended for advertisers who want more control over their keyword bids. This will allow you to set bids at the ad group her level or for individual keywords.  An alternative to manual CPC bidding is the  Maximize Clicks automated bidding strategy. Maximize Clicks is great for advertisers who don’t want to spend a lot of time setting bids, but want to get as many clicks on their ads as possible within their budget. You don’t need to set separate bids for each keyword, ad group, or placement. Instead,  set a daily budget and let the Google Ads system automatically bid your maximum CPC. 

However, even with the  Maximize Clicks bid strategy, advertisers can still set a maximum CPC bid. This option allows advertisers to control the maximum amount that can be spent on each click.

Choosing Keywords

When choosing keywords, start with the obvious choices. Each ad has a number of terms that advertisers can confidently use to find their offers. Golfers  typically use the word “golf” when searching for golf clubs. 

However, choosing effective keywords involves more than just choosing the obvious ones. Advertisers need to keep their customers in mind. Try to put yourself in the customer’s shoes in different situations. A customer probably isn’t looking for a “plumber that smells good” when a pipe leaks. These are not  good search terms for plumbing emergency services. However, customers can enter words such as ‘broken pipe’ or ‘water leak’. These search terms are better suited for this scenario. 

Choosing relevant search terms has become a science. Many third-party companies offer keyword selection assistance. Google Ads has a valuable keyword planner. This tool helps advertisers narrow down keyword suggestions and suggest keywords for their ads. Such tools allow advertisers to avoid things like brand terms that should be excluded. There are also collaboration tools to assist the marketing team in the selection process. Sign in to your Google Ads account and try Keyword Planner.

Negative Keywords

And then there are negative keywords. Negative keywords are  terms that advertisers don’t want their ads to show. Negative keywords help exclude customers who are looking for something completely different than what your ad offers. As an  example of a negative keyword, Google lists opticians that sell eyeglasses. In this case, the optometrist may want to add negative keywords such as “wine glass” or “drinking glass”. 

The latter term is obviously irrelevant to opticians. Keywords are included in matching like variations, but negative keywords are not. The keyword ‘flower’ finds phrases containing both ‘flower’ and ‘flower’. These are obvious subspecies. Negative keywords are the opposite. For example, if you exclude the negative broad match keyword ‘flowers’, your ad will not appear when users search for ‘red flowers’. However, you can provide it if the user searches for “red flowers”. 

Include negative keywords in your keyword advertising campaigns. Companies that sell security systems don’t want to pay for clicks from would-be buyers.

Understanding How Google Interprets User Intent

Even inexperienced advertisers can  optimize their search engine keyword campaigns in addition to thinking of relevant keywords and using Google’s Keyword Planner. Run a search on your chosen keyword and review the results. Please change your search and search again. This process allows advertisers to understand what content ranks for specific keywords. If the results are your direct competitors, they may be  relevant keywords. If not, keep trying. Also keep in mind that  keyword advertising is a bidding model and some keywords  cost more depending on what  competitors in that space are willing to pay. 

Google uses algorithms to interpret user intent. Searching for an item by model number may be interpreted as indicating that the user is ready to  purchase. Google’s data-driven intent interpreter can determine that an ad that directs that model to a page where it can be purchased is the most relevant. Conversely, a search term consisting of generic terms might be interpreted as  just looking for detailed information about that product type. 

It’s useful for advertisers to understand how Google interprets search strings. Matching your keywords with your intent will improve the efficiency of your campaigns.

Read more on Whom your keywords are speaking to?

How to Use Keyword Advertising: Searching for Keywords

Keyword marketing is an investment. You’ll have to bid on keywords and pay for the clicks your ads get, but ideally the revenue you generate from your visitors and the resulting conversions will be worth it and you should invest in keyword advertising. is definitely worth it. worth it. 

The amount you have to spend on keyword purchases to advertise through bidding on Google depends on how competitive your keywords are. The trick to keyword-based advertising is using keyword research to find out which keywords are less competitive (and therefore more cost-effective) and still highly relevant. 

These valuable keywords are often called “long tail keywords”. 

A successful PPC keyword advertising campaign has a lot to do with finding these high-quality keywords. WordStream offers keyword advertising software that allows you to find and use these top rated keywords to optimize your online advertising campaigns.

Keyword Advertising Glossary:

Landing Page 

A landing page is the page that appears when a potential customer clicks on an online advertisement, this page will usually display a sales copy that is a logical extension of the advertisement or link. In keyword advertising campaigns, the landing page should be customized to enhance the effectiveness of different advertisements. By studying the user behavior metrics (provided by Google Analytics or other analytics packages) of the landing page and linking advertisements, marketers can compare the click-through rates and conversion rate to determine the most effective landing page, advertisement, and other elements of an advertising campaign. 


Geo-targeting is the practice of determining the physical location of a website visitor, and delivering different content to that visitor based on his or her location (e.g. country, region/state, city, metro code/zip code, organization). In general, the Internet Protocol (IP) address of the visitor is used to identify their Internet Services Provider (ISP) and thereby their location.

Keyword advertising is arguably one of the most efficient ways to use your advertising budget. PPC is low risk. It’s relatively easy as there are  many tools  to  quickly advertise with  relevant keywords. It’s usually cheaper than many other forms of advertising, and even small businesses can enter with confidence. 

If the benefits of keyword promotion outweigh the drawbacks, don’t settle. Keyword advertising is inherently a competitive environment. Competitors who have invested in understanding the intricate nuances of keyword selection, placement, and timelines will gain an advantage. They will inevitably end up bidding more for the most important keywords in their field. 

 Keyword advertising is a great tool for building and growing any business. Take your time to figure it out or get  an expert to help. it would be worth it.

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