Search Engine Advertising: Buying Your Way to the Top to Increase Sales, Second Edition

Chapter 7Campaign Setup: Keywords

Keywords (and phrases) are the foundation of any search engine advertising campaign because they are proxies for the needs and desires of the searcher. Each search is the searcher’s best attempt at converting those immediate desires into something the search engine can understand. Within the millions of daily searches performed are concepts that represent requests for information about the products and services of specific advertisers’ businesses. The keywords and phrases marketers select and bid upon define the conditions specifying when a particular ad is eligible to be served. Regardless of whether we as advertisers chose to include specific keywords or phrases in our campaign in order to trigger ads that ...