Google Ads & Keywords

This week in class, we began creating our Google Ads campaign, and we started building a list of keywords to use.  We began by considering which geographical location we would like to show our ad in, as well as what type of devices we would like our ads displayed on.  I decided that I will run my ads on cell phones, because I think that more people are likely to be looking for recipes to make for dinner, from their cell phone.  Then, we considered the characteristics important for our keywords.  I think that the characteristics of a good keyword are that it is likely to be searched, and not overly specific.  Characteristics of a bad keyword would be that it is either extremely broad and generic, or extremely specific and long.  For example, if you have a cooking website that is all about Italian recipes, and if you were to use the keyword of “Recipes,” you are going to end up with lots of people looking at your ad, who will have no interest in Italian recipes, because they are looking for, say, Southern dish recipes.  That keyword is way too generic and will not be worth it.  Rather, he could use keywords which would attract people who are more likely to click on his ad, even if they are not directly the match to the search.  Examples would be “Best Italian Cookbook,” or “Simple Italian Recipe.”