Your keywords should match the terms your potential customers will use to find your products or services.

1. Include terms or phrases that your customers will use to describe your products or services.

2. Choose specific keywords that are directly related to your ad's theme.

3. If you add all your keywords and ads to an ad group, a customer looking for women's evening shoes may see your ad about men's tennis shoes. So divide your ads into ad groups.

4. Keywords (phrases) of two or three words are usually the most effective.

Negative Keywords

It can help you reach the most interested customers, lower your costs and increase your return on investment (ROI).

Negative Keywords; Your ad will not be shown to users searching for these terms or visiting sites containing these terms.

With negative keywords you can:

1. You can prevent your advertisement from being shown to users who search for products and services that you do not offer or visit websites related to these products and services.

2.Reklamlarınızı, tıklama olasılığı daha yüksek olan kullanıcılara gösterebilirsiniz.

3. You can reduce costs by excluding keywords that you cannot spend money on and get a return on.

Keyword Match Types

Match types are used to control which searches your ads trigger.

For example: You can use broad match to show to a broad audience or exact match to focus on specific customer groups.

The broader the keywords, the greater the keyword traffic potential.

The narrower the keyword, the more relevant that keyword will be to a user's search.

Broad Match :It's a good choice if you're aiming for the highest possible search traffic. Your ad may show if a search term contains a trail of keyword terms in any order (could be combined with other terms). Keywords with extremely low relevance should be included as negative keywords.

Plus mapping:Shown by a user only when searches containing these edited terms or close variations of the edited terms in any order are performed. The editor is not available for phrase match or exact match keywords.

Broad match modifier is a good choice if you want to increase relevance, although it means you may get less ad traffic from broad match.

Sequence Matching : With phrase match, your ad can show when users search using your exact keyword or by adding other words to the beginning or end of your keyword. Customers searching for terms that aren't relevant to your product or service are less likely to show ads.

Exact Match:With exact match, your ads will only show when users search for your exact keyword without any other terms in the search.