Keyword Relevancy in adCenter

Keyword Relevancy
Getting your keywords right is crucial. The more relevant your keywords are, the more likely they’ll match what your customers are searching for. To choose keywords that help attract the type of customer you want to reach, take the time to review our suggestions below. You can also use Microsoft Advertising Intelligence for Microsoft Office Excel 2007 to help research and generate keywords.


Keyword Best Practices
  • Add brand names, plurals, abbreviations and common misspellings.
  • Go beyond individual keywords and include relevant phrases.
  • Include words customers use to describe your product or service. For suggestions, try the Microsoft adCenter keyword research tools.

  • Review and update your keyword list often—as the market changes, so does the lingo.

  • Choose specific terms and phrases that relate to your landing page.

  • Broaden your keyword list to help get more impressions. But make sure your ad copy is relevant to attract the right customers.

  • Specify a match type for your keywords:

    • Broad: Your keywords are set to broad match by default. This means your ad is displayed when any of your keyword terms appear in any order.
    • Phrase: Your ad is displayed when your keyword terms appear in a searcher’s query—even if other words are present.
    • Exact: Your ad is displayed only when your exact keyword term or terms are typed in by a searcher—in the exact order you specify. It means fewer impressions, but a more interested audience.

For more information, read the Learning Center article How to Get the Most Out of Match Types.


Additional Resources