Having the right keywords is necessary when it comes to online advertising because it ensures your ad will show up at the right place at the right time. People are more likely to click on your ad when it is relevant to what they are searching for, showing just how important keywords/search terms actually are. Google Ads is helpful to use because it allows you to select your own keywords that relate to your ad and can also recommend keywords that people might use when they search for something relating to your product or service.
What you need to know about search terms:
When choosing search terms/keywords it is important to keep in mind what goal you want to achieve with your website and ads. If your goal is to reach the highest amount of people you may choose broad keywords that allows more people who use your keyword or a variation of that keyword to see your ad when they are searching on Google. Another approach is to use an exact match which means that only people searching for the exact keyword you choose when making your ad will see your ad. An exact match works perfectly for businesses who want to target customers who are most likely to buy their product or service. A good recommendation for those that use Google Ads is to come up with a few keywords on your own as well as use keywords that Google suggests you to use to create the perfect keyword list. Having more keywords means that your ad will have a higher chance of getting seen but it is also vital to remember that your budget and your bidding price also have an affect on where your ad appears and where it ranks on Google.
Search Term report example:
What is good about Google Ads is that you can easily see what words people are searching for and what search terms you should use in your report. An interesting article I read about selling beauty products that can be found by clicking here mentions some good information about what keywords to use when selling beauty products as well as what the bid price for that word is and how many monthly searches it gets. Below is a screenshot from the article that shows what people search for regarding beauty products, and how Google Ads is beneficial when it comes to keyword and search term reports.
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