There are few steps to create a list of phrases or keywords for search engine adverting for our target audience. Every business is unique and it has its own niche market to become successful in the market. The major difference between search engine optimisation and search advertising is that you can target depend on your budget. For example, 5 – 20 key terms per ad group. The best situation is to perform in-depth research about the ads that triggers your keywords. Additionally, use long tail key words and phrases to be more sophisticated.

It is important to choose right keywords to target right audience for your target market. According to Google adwords (2017), your keywords should match target audience’s keywords. Also thinking like a customer could help you to find the right keywords for your business. Firstly you should note down the main categories of the business. Secondly, write down the keywords associated under the phrases in each category. Always make sure the phrases or terms your customers might use for the product or services.

It is essential to pick the right number of keywords. Google adwords recommend 5 to 20 keywords per ad group. However, one can choose 20 keywords in an ad group if it is required.

According to Google adwords, display network which is a group of more than 2 million websites, videos, and apps where your adwords ads can appear. Therefore, by targeting keywords which are related to each other and also related to content your prospective clients will browse. In display network campaigns all keywords are treated as broad match. However, there is an option of fine tune of the keywords if certain keyword does not match from the display network target. The reach of display network is over 90% of worldwide internet users. It can help the clients to show the ads to the target audience in a particular context, in a specific location.

To target specific customers it is best to select specific keywords. Choose keywords which directly linked to the ad’s theme to target clients who would be interested in that service. The ad would appear only to those customers who would search for terms that would apply to that particular business. For example, if a business sells women’s sports footwear, the business might choose specific words like “women’s tennis shoes”, a type of shoe the business offer on their site. In this way when someone searches for this type of shoes the ad will would appear. However, when the business want to reach as many people as it can then selecting general keywords would increase their visibility.

Furthermore, the business should also understand if they are using general keywords it would be difficult to reach target customers. Additionally, it means it would be competitive and higher bid amount might be required to process. Moreover, the keywords should be relevant to the ads and website the business is into. Furthermore, avoid usage of duplicate keywords in the account since only one ad per advertiser on a particular keyword is shown on Google. For example, if a business is in large cosmetic store, one might choose like “cosmetics” as a general keyword. In this way the ad will be visible to customers who are searching for cosmetics or visits site on fashion.