{"id":18461,"date":"2024-03-26T12:49:52","date_gmt":"2024-03-26T17:49:52","guid":{"rendered":"https:\/\/illumin.com\/?p=18461"},"modified":"2026-02-23T14:31:06","modified_gmt":"2026-02-23T19:31:06","slug":"improve-google-ads-stronger-keywords","status":"publish","type":"post","link":"https:\/\/illumin.com\/insights\/blog\/improve-google-ads-stronger-keywords\/","title":{"rendered":"Looking to improve your Google Ads? Try stronger keywords"},"content":{"rendered":"

Identifying the right keywords is essential for a successful SEO strategy. However, keywords are also essential for effective Search Engine Marketing campaigns (SEM) through platforms like Google Ads. Selecting the right keywords is critical for getting the most eyes on your ad and creating compelling copy that drives clicks.\u00a0<\/span><\/p>\n

Impactful pay-per-click (PPC) keywords are about more than selecting popular words, they\u2019re about understanding user intent and behavior patterns to create a meaningful connection. By Understanding the thoughts and needs of your target audience, you can choose keywords that resonate with them and create a relevant connection between their needs and your offerings.\u00a0<\/span><\/p>\n

A strong understanding of search intent also lets marketers create better-targeted Google Ads. With this understanding, they can tailor their approach to the audience that matters most and reduce wasted ad spend.\u00a0<\/span><\/p>\n

In addition to understanding search intent, marketers also need to understand the three keyword-matching options <\/span>offered by Google<\/span><\/a>:\u00a0<\/span><\/p>\n

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  1. Broad Match –<\/b> This type of keyword match shows in searches related to, but not directly using the targeted keyword. This can attract a larger audience, using less time.\u00a0<\/span><\/li>\n
  2. Phrase Match –<\/b> These matches will display on searches with the same meaning as your keyword (or keyword grouping). This form of matching reaches fewer searches than a broad match but targets a more specific audience.\u00a0<\/span><\/li>\n
  3. Exact Match –<\/b> This type of match only shows your ad to audiences who\u2019ve sought results for the exact same meaning and intent as your keyword. Of all the match types, this gives marketers the most control over who sees their Google Ads.\u00a0<\/span><\/li>\n<\/ol>\n

    Search intent is everything for Google ads<\/span><\/h2>\n

    There are many tools marketers can use to find and analyze keywords for their Google ads, but having a tool that factors in search intent is critical in finding the most effective keywords for your campaign.\u00a0<\/span><\/p>\n

    Semrush defines search intent<\/span><\/a> as \u201cthe reason why a user types a particular query into a search engine.\u201d While Search intent can feel intimidating, since the list of possible reasons a user might search a topic looks endless, it can be narrowed down to four main categories.\u00a0<\/span><\/p>\n

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    1. Informational searches: <\/b>A user is looking for more information on a subject or about a product. This search is often performed at the beginning of a purchase journey when a customer is considering solutions.\u00a0<\/span><\/li>\n
    2. Commercial searches: <\/b>A user is looking to conduct deeper research into a product before making a purchase decision. Where informational searches are more broad, commercial searches dive deeper and fall later in the purchase journey.\u00a0<\/span><\/li>\n
    3. Transactional searches:<\/b> A user is actively looking to buy a product. These searches happen at the end of a purchase journey.\u00a0<\/span><\/li>\n
    4. Navigational searches:<\/b> A user is interested in a specific item or specific company and is looking to find the corresponding webpage. These searches usually happen towards the end of a purchase journey.<\/span><\/li>\n<\/ol>\n

      \"US<\/p>\n

      The marketing funnel is also a great tool for keyword research since it captures search intent. By taking advantage of journey marketing techniques, marketers can easily capture the Google ad keywords that are going to connect with their audience.\u00a0<\/span><\/p>\n

      Tips for getting the best keywords possible<\/span><\/h2>\n

      Some other great tips for improving your Google Ads keywords are:\u00a0<\/span><\/p>\n