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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Chapter 5. Creating Relevant Keywords

In this chapter, we will cover the following:

  • Using keyword matching options effectively
  • Finding relevant keywords
  • Analyzing competitor keywords from spyfu.com and similar tools
  • Generating negative keywords
  • Identifying keyword duplicates
  • Multiplying keyword phrases
  • Changing broad keywords to broad match modifier
  • Adding new keywords to an existing ad group
  • Editing, pausing, or deleting keywords

Introduction

Keywords are the backbone of your account, setting the stage for those who see your ads, as well as those who do not. They're a powerful method to connect to potential customers at the moment they are searching for you. Advertisers choose their own keywords in AdWords, and this process of choosing relevant keywords ...

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