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8 KEYWORDS STRATEGY TO GROW 
YOUR BUSINESS ONLINE 
EXCERPTS FROM GOOGLE'S WHITE PAPER “KEYWORDS TO THE WISE" 
ALIGN YOUR KEYWORDS WITH YOUR BUSINESS GOALS 
Your keyword set should include consideration of all 
unique user queries that are possible when searching for 
your business. Adjust your bid strategy to expand your 
reach, simplify your process and eliminate poorly 
qualied impressions. 
DELETE LOW SEARCH VOLUME KEYWORDS 
Reduce the clutter and the time it takes to analyze the 
long list of keywords in your performance reports. If 
some of the keywords aren’t getting many impressions 
or visibility for you, there’s no need to keep them around. 
MANAGE KEYWORD MATCH TYPES FOR BETTER CONTROL 
Consider each match type and what part they play in your 
adwords account. This is vital while crafting your keyword 
strategy. For example, you can capture long tail keywords 
with a broad match type, or use exact match for your primary 
volume and value drivers. 
DON’T CREATE VARIATIONS OF PHRASE/EXACT MATCH KEYWORDS. 
The phrase match type will provide a lot of visibility for you, 
so you don’t need to worry about creating additional keyword 
variations. The many variations eventually turn into an extra 
keyword mess in your account. 
ALWAYS LOOK FOR NEW TARGETING OPPORTUNITIES 
Try Dynamic Search Ads to simplify account management. 
Dynamic Search Ads automatically targets queries searched 
by user and generates tailored headings based on the content 
of your site. This provides an expanded reach while saving a 
lot of time. 
EXPAND THE REACH OF EXISTING KEYWORDS 
Improving the rank of your ads can boost the presence of 
your ads and expand your reach. Pairing a more aggressive 
bidding strategy with a higher quality score can drive an 
improved ad rank and increase the reach of your existing 
keywords. 
INCREASE YOUR USER REACH BY TARGETING SEARCH PARTNERS 
Search partners provide new places for your keywords, and it 
may result in reduced CPCs and improved CPAs due to the 
competitive dynamics vs the Google.com search auction. 
USE NEGATIVE KEYWORDS TO REFINE YOUR TRAFFIC 
Make negative keyword add-ons a regular practice. Negative 
keywords remove your ads from search results that are less 
relevant to your product or service, even when the query is 
syntactically associated with your targeted keywords. 
Referrence 
http://adwords.blogspot.in/2014/05/weve-got-you-covered-with-our-new-guide.html 
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8 Keywords Strategy To Grow Your Business Online

  • 1. 8 KEYWORDS STRATEGY TO GROW YOUR BUSINESS ONLINE EXCERPTS FROM GOOGLE'S WHITE PAPER “KEYWORDS TO THE WISE" ALIGN YOUR KEYWORDS WITH YOUR BUSINESS GOALS Your keyword set should include consideration of all unique user queries that are possible when searching for your business. Adjust your bid strategy to expand your reach, simplify your process and eliminate poorly qualied impressions. DELETE LOW SEARCH VOLUME KEYWORDS Reduce the clutter and the time it takes to analyze the long list of keywords in your performance reports. If some of the keywords aren’t getting many impressions or visibility for you, there’s no need to keep them around. MANAGE KEYWORD MATCH TYPES FOR BETTER CONTROL Consider each match type and what part they play in your adwords account. This is vital while crafting your keyword strategy. For example, you can capture long tail keywords with a broad match type, or use exact match for your primary volume and value drivers. DON’T CREATE VARIATIONS OF PHRASE/EXACT MATCH KEYWORDS. The phrase match type will provide a lot of visibility for you, so you don’t need to worry about creating additional keyword variations. The many variations eventually turn into an extra keyword mess in your account. ALWAYS LOOK FOR NEW TARGETING OPPORTUNITIES Try Dynamic Search Ads to simplify account management. Dynamic Search Ads automatically targets queries searched by user and generates tailored headings based on the content of your site. This provides an expanded reach while saving a lot of time. EXPAND THE REACH OF EXISTING KEYWORDS Improving the rank of your ads can boost the presence of your ads and expand your reach. Pairing a more aggressive bidding strategy with a higher quality score can drive an improved ad rank and increase the reach of your existing keywords. INCREASE YOUR USER REACH BY TARGETING SEARCH PARTNERS Search partners provide new places for your keywords, and it may result in reduced CPCs and improved CPAs due to the competitive dynamics vs the Google.com search auction. USE NEGATIVE KEYWORDS TO REFINE YOUR TRAFFIC Make negative keyword add-ons a regular practice. Negative keywords remove your ads from search results that are less relevant to your product or service, even when the query is syntactically associated with your targeted keywords. Referrence http://adwords.blogspot.in/2014/05/weve-got-you-covered-with-our-new-guide.html Brought to you by