Understanding Keyword Relevance

Keyword Relevance Explained
Understanding keyword relevance is the difference between a successful Google marketing campaign and one that wastes your advertising budget. Keywords with multiple meanings are less likely to convert users to customers or leads, which will increase your cost per acquisition (CPA) as a result.

For example, think about what the word “Mustang” means to you. Some will think of a horse and others will think of a car. To you, “apple” may likely mean the company that makes your iPhone, but your grandparents might tell you its a fruit. A great example for AdWords might be someone who is searching for the exact key phrase “San Jose hotels.” That person may also be looking for hotels in San Jose, California or San Jose, Mexico. If you’re targeting people searching for San Jose, California hotels, you will want to build an exact match ad group for the key phrase “San Jose, CA hotels.” If you choose “San Jose hotels” as a key phrase, you may want to use phrase negative for phrases like “Mexico” and “MX” to exclude the areas in which you don’t want to market.

Another common mistake with not understanding keyword relevance is using words that have similar, but not exact meanings. This is also important for the content on your landing pages. For example, if you sell blue suits and someone searches for “green suits,” you are much less likely to convert them. If you do offer green suites, you will want to land that customer on a webpage featuring your green suites. Learn more about Landing Pages.

Keywords to Keep in Mind
There are some keywords you should be aware of when selecting your keyword phrases:
Free: This keyword can easily lower your conversion rate. Many people search for free products or services, and unless you’re offering an incentive giving something away for free, it’s a good idea to add this keyword to a Negative Keywords list.
Discount: Keep keywords like “discount” and “cheap” in ad groups separate from those that contain keywords like “luxury.” Separating these ad groups typically results in a lower average spend.
Cheap: Again, this keyword should be kept separate from ad groups that communicate to the searcher that the product/service you’re selling is expensive or high-end.
Luxury: Keep this keyword in its own ad group. Someone searching for a “luxury hotel” may be looking for a room that costs $300 and up, whereas someone searching for a “cheap” or “discount” hotel may be looking for rooms between $100 and $200.

Research Keywords vs. Buyer Keywords
As people move through the buying cycle, they go from using research keywords to using buying keywords. This means that a consumer will most likely perform many search queries before entering the purchasing phase of the buying cycle. The following list shows an example of the sequence of search queries a person might make before actually buying the product they were searching for.

  • DVD player
  • What is a Blu-Ray player
  • Blu-Ray DVD players
  • Yamaha BD-S673
  • Buy Yamaha BD-S673

The reason this is important to AdWords management is that it will affect the CPA. For more broad terms, like ”DVD player,” your conversion rate will likely be much lower than it will be for a more specific term, like ”buy Yamaha BD-S673.”

You should bid higher on buyer keywords and still produce a high return on investment (ROI). Conversely, you should bid lower on research keywords and still produce a good ROI, just be more conservative with your bids because you are likely to get a lower conversion rate.
Understanding Keyword Relevance
Next, learn about Keyword Match Types.