Delivering the right ads to the right customer is the primary goal of search marketing. To make sure that your customers’ ad experiences evolve with the latest trends and technology, you’ll want to use keywords in strategic ways that work for you.
In Google Ads, keywords are words or phrases that are used to match ads with the terms people use when they search. You’ll want to use keywords that capture customers searching in different ways, including:
- Customers who know exactly what they want.
- Customers who don’t know the best way to search for something when they first learn about it.
- Customers who might be impacted by unexpected world events.
If you don’t have an effective and updated keyword strategy, you may be missing out on valuable conversions and revenue. It is important to utilize search marketing as it is understanding the intent behind specific words that are used. This will help find what customers are searching for and surface helpful information. Review this guide to learn more about using keywords and keyword matching effectively to unlock the power of Search.
