Internet Marketing Digital_marketing_for_dummies | Page 249

your market. Deciding on a goal before you begin your campaign is imperative. If
you’re new to this, you may want to start with another traffic store that is cheaper, such
as Facebook, to test the market before you graduate to AdWords.
You pay based on clicks: You pay only when someone actually clicks your ad (which
helps to control your budget).
You can target by location: There’s a big opportunity for geo-targeting for local
businesses, so you can specifically “speak” to local markets. This feature works well
for both local businesses and larger companies looking to segment a national or
international campaign.
You should begin with researching the keywords that you intend to bid on for your ad.
When conducting keyword research, remember these tips:
Use tools to help you find keyword ideas and estimate how the keywords may perform.
Google Keyword Planner ( https://adwords.google.com/KeywordPlanner ) is such a
tool and is a free service provided by Google AdWords.
Enter keywords and keyword phrases related to your business.
Use spy tools such as iSpionage ( https://www.ispionage.com/ ), SEMrush
( https://www.semrush.com/ ) or SpyFu ( https://www.spyfu.com/ ) to research your
competitors or other companies in your niche to gain insight on the keywords they’re
targeting.
As you conduct your keyword research, be aware that you can set four types of parameters
on your keywords within AdWords. These are known as keyword match types. You use
them to set and control which searchers trigger your ad to appear after they’ve typed in a
search query. Here are the keyword match types, along with examples for each:
Exact match: This match type means that someone has to type your keyword or
keyword phrase exactly as it appears in your campaign in order for your ad to be
displayed. You designate exact match by putting square brackets around a keyword. For
example:
[lawn service]
If you have the exact-match keyword [lawn service] in your AdWords campaign, the
only time your ad appears is when someone types the search query lawn service into
Google.
Phrase match: Your keyword must appear in the same order as it appears in your
campaign to trigger your ad. Phrase match is designated by quotation marks around the
keyword, as in the following:
“lawn service”
If you have the phrase “lawn service” in your AdWords campaign, your ad could be