Note Number 1

Google allows us to modify keywords in several different ways to create results that get increasingly specific.

There are five types of Keyword options. They are Broad match, broad match modifier, phrase match, exact match, and negative match. Each time you add your keywords to an ad group you have the opportunity to select any one of these matching options.

Print the sheet and highlight the five differences and exactly what they mean so that you can refer back to them.

Note Number 2

How broad should you keywords be? Google would tell you to start broad, and then slowly refine as you see how your campaign is going. And this is fine if you have enough of a budget that it allows you to experiment. Another option would be to start exact and work the other way. You may not get many clicks to start off, but the clicks you will get will be very relevant, and you won’t waste your budget on irrelevant searches. It’s up to you figure out what works best for you based on your situation.

Task Number 1

Create your own list of keywords and think about triggers that would work well in your business as we discuss in the lesson.