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What keywords should I use to target my search ads?
What keywords should I use to target my search ads?
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Written by Humming
Updated over a week ago

If you were a customer looking for your product or service, what would you type into a search box to find you? You want your keywords to reflect your product or service and overlap with content on your website. DSPs assign search ads a quality score, and this metric affects how highly the ad is placed on the page in search results.

Two things that improve an ad’s quality score are: 1) when words or phrases used in the ad match those used on your website, and 2) when words or phrases used in the ad match the keywords used to place the ad. A high quality score helps your ad appear near the top of the list. If ad’s quality score is low, then you’ll usually need to spend more money to place the ad higher in search results.

Something else to consider when choosing your keywords is profitability and relevance. For example, if you're a siding contractor, you may be tempted to add the keyword 'siding'. After all, lot's of people search for that term! However, people who are searching for 'siding' may just be looking to purchase material, not a contractor to do the work. In this case, it's best to target terms that are going to bring you qualified customers. 'Siding Contractor', 'Siding Installation', and 'Siding Company' are going to be better terms to get in front of a qualified audience.

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