Choosing Keywords

Objective: Learn how to begin creating keywords lists for your ads.

Introduction

Keywords are single words or groups of words that cause your ad to be displayed when they match words in a customer's search query. Choosing the right keywords can help drive more customer traffic to your site.

back to top

Keyword Tools

Microsoft adCenter offers several keyword tools to help you build a more effective keywords list. These keyword tools can help you:

• Find similar keywords.
• Search websites for more keywords.
• Add negative keywords and use negative keywords to help keep your ad from being displayed to customers who are unlikely to click it.

back to top

Creating a Keywords List

After you write your ad, you can add keywords by completing the following steps.

• Click the Campaigns tab.
• On the Select a campaign page, click the campaign that includes the ad group you want to add keywords to.
• On the Select an ad group page, click the ad group you want to add keywords to.
• On the Keyword page, click Edit Keywords.
• In the keyword entry box, type each keyword on a new line.
• Click Add to Keywords List.
• Click Continue to save the keywords.

Type one keyword or phrase per line. Each keyword or keyword phrase may include up to 100 characters.

To delete a keyword, select the check box next to the keyword, click Actions , click Delete, and then click OK .

back to top

Using adCenter Keyword Tools

Fine tune your keywords list by using the adCenter keyword tools. To help your business gain exposure on Live Search results pages, it is important to specify keywords that customers use when they are looking for the products or services offered in your ad.

Finding terms similar to the terms in your ads or to your already existing keywords can enhance your keywords list and provide alternative keywords you may not have considered.

Microsoft adCenter offers built-in tools that can help you conduct keyword research and build a more effective keyword list. Use the keyword research tools to begin learning the answers to the following questions:

• Which keywords are people most likely to use when they search for your product or service?
• Which keyword alternatives might help drive more traffic to your website?
• How many people recently used your keywords as search queries?
• What are the demographic characteristics of the audience that used those keywords?
• How can you target that audience and get the most from your campaign spend?

You can find the keyword research tools by clicking the Research tab or by clicking the Campaigns tab and then continuing to the Keywords page.

Microsoft adCenter has more advanced tools to help refine your keywords list.

Go to adCenter Help for more information about how to add negative keywords, set keyword match types, research demographic information, and chart keyword performance.

Finally, remember to visit adCenter Labs to learn more about delivering relevant and interesting advertising to your customers.

back to top