Keywords are individual units that consists of a singular or plural amount of words that are used as PPC advertising targets which match, at a level specified by the account manager, with a user's search query on a search engine. A keyword can be a single word or contain multiple words and is treated as a singular keyword regardless. A keyword can be brand specific or what is known as long-tailed, matching the specific user search queries that perform well in a PPC account. The account manager can choose multiple versions of the same keyword with different match types, treating each as its own keyword. For example red shoes, +red +shoes, and "red shoes" are 3 different keywords, despite being the exact same phrase.
The keyword bid is a bidding option that can either be set at the ad group level, which contains the keywords, or as an individual bidding option at the individual keyword level. The keyword bid is also known in the PPC universe as the base bid, the bid amount at which all other variables and their bid modifications are based off of. The keyword bid is also the maximum Cost per Click (CPC) that the PPC advertiser or account manager is willing to spend up to in order to show in the Search Engine Results Page (SERP) ad rankings.
Keyword Matching, also known as keyword match types, is a process in which the PPC advertiser or account manager chooses whether an ad will garner an ad impression on the Search Engine Results Page (SERP) based upon how closely it must match the user's search query. Keyword match types start from the broadest and most widely matching keyword type and gets more specific: broad match, added without a symbol; broad match modified, added with the "+" symbol before one or more of the words in a keyword; phrase match, added with the quotes " " symbols around the entire keyword; and exact match, added with the brackets [ ] symbols around the entire keyword. Broad match widely matches search queries and should be used with vigilant PPC account management best practices.
keyword matching / keyword match types
The keyword planner is the provided tool in the PPC account, both within Google AdWords and Microsoft's Bing Ads, to research potential keywords not currently in the account that could be added. The suggested keywords can be found by typing in a keyword to look for other related keywords, using a website or landing page to scrape keyword ideas off a page, or with categories, searching for relevant themes. The keyword planner offers both tightly knit ad group themes around a small set of potential keywords, as well as individual keywords for addition to the PPC account. Account managers also receive metrics on competition, average monthly searches based on historical PPC platform performance, and recommended bids. The keyword planner is also a great tool for proactive negative keyword research and cleanup to avoid wasteful PPC budgetary spend in advance.
The KPI, or Key Performance Indicator, is the pivotal metric that determines success or failure of a PPC advertising account. For PPC advertisers who work with Pay Per Click Agencies, KPIs are mutually agreed upon determinants usually based around conversion goals such as a set Cost Per Acquisition (CPA) or a minimum Return On Ad Spend (ROAS), an ROI metric for PPC. When KPIs are met, an account can continue to grow with a positive ROI; when KPIs are not met PPC account managers and specialists review key variables in the account to troubleshoot causality and provide optimizations or account cleanup.