all right welcome back to the Bing ads boot camp today we’re gonna be talking about week two lesson one we’re gonna be talking about keywords they are really really important when it comes to running Bing ads campaigns and PPC in general so in this lesson we’re just gonna go over the basics and some advanced stuff of what keywords are and how they work now like I just said they really key words are the core principle of Bing ads and SEM which is search engine marketing it’s really how the internet works right now and kind of our brains work keywords actually were created they were a technology invented by the people who helped invent writing of books so keywords were developed as a way for us to index and find information specifically in books so instead of having to look through the whole book page after page looking for the information that you had someone at some point had the bright idea to create what we know now as an index in a book where you can look for keywords that help you find information so if you’re in you know in an encyclopedia and there’s thousands of pages about all sorts of different information you can just flip to the index or you know and look for a keyword that’s generally related to the thing that you’re looking for or maybe it’s an exact keyword so if you ever use the index in a book you kind of know how keywords work that’s exactly how they work now in this context obviously we’re talking about search engines and that’s exactly how search engines work they literally go out and find every single word on every single web page on the on the planet and they put it all in an index they they keep track of it all and they put it in a in a list that can be organized and what they do with all of those words is they’ve organized them into keywords so Bing and AD word being in Google both have technology that crawls all over the internet and finds all the web pages out there and finds out what they’re about based on the words that are on the page so for our purposes keywords are those things the way that you’re going to find your prospects and customers because that’s what the user types in that’s what your prospects and customers type into the search engine that you’re advertising on in this case Bing they go to Bing and they type in a keyword or actually they they type in they don’t type in a keyword they aren’t they are thinking in terms of keyword and they do end up typing what we call a keyword but what they’re actually typing in is a search term so that’s what Bing an AdWords call the words that a user types into the search box that’s called a search term on our side as the advertisers we call them keywords search term we use search terms as well we’ll get into that at some point that’s more kind of advanced thing once once you get into it but this is what generally what the user types into the search that will trigger your ad and you get to control just how your ad who it gets shown to which people search for which things that you want to put your ad in front of so there are basically three different types of keywords in Bing and Google as well there are some other types and I’m sure some you know it’s pretty crazy that I don’t know them and I’ve spent so much money on keywords but these are the main ones that you’re going to have to be familiar with broad match phrase match and exact match I don’t know why but when I was first learning about search engine marketing and paid PPC traffic pay-per-click traffic it was really confusing for me it’s such a simple concept but I don’t know why I just didn’t get the connection between keywords and the ads I kind of got it loosely but this what I’m about to explain to you made it make a lot more sense so there’s broad match phrase match an exact match okay you’re gonna understand what all of those are in the next few minutes so broad match is basically what it sounds like it’s a very broad match to the words the keywords that you’ve chosen and say you want to bid on the the keyword car parts well Bing uses algorithms and technology to guess what you know they also they have this giant index of all the words that people use and how often they use them and the correlation and crazy algorithms so they can guess that if you are targeting people who are searching for car parts you might also you’re very likely also going to want to show your ad to someone who searches for auto parts synonyms you know those are a big part of the broad match game so if someone types auto parts and you’re targeting car parts Bing will still show your ad because they they understand how languages is set up and what people really want and and we all have different ways of searching for things you might search for something by saying you know automobile parts and then somebody says car parts and somebody says auto parts or you know somebody who might say what’s the part of my car that needs oil or I don’t know much about cars so people just get at information in different ways that makes sense we’re all different and people use it search engines differently they use different words different phrasing different order but broad match does a pretty good job of just kind of figuring out what they meant or figuring out how related the keyword you’re choosing is to what they meant so these are the best way to reach out or explore a lot of times the recommendation is to have fewer broad match than than the other types of matches that we’ll talk about in a second so usually I usually go with one broad match per ad group that’s very you know specific information but a broad match I always think of it as my scout it’s my Explorer it’s going out and finding people that I might not think to target through my choosing of exact and phrase match so broad matches kind of you kind of just let it go and go out and explore and it will bring people back to you that it that it thinks you are that you want to target so that’s a really conceptual way of explaining it but it’s also in practical terms it’s typically the lowest cost the lowest click-through rate because it’s the least likely to be related exactly to what the person typed and it’s usually the lowest conversion that’s not always the case sometimes your broad match is really good at guessing who wants your product or the thing that you’re you set up as your conversion goal it’s also the most traffic available so if you look up you know when we get into our keyword research in the next step you’ll see different different things get searched for at different amounts you know some things get searched for hundreds of thousands of times a month and some only get searched for ten times a month across the whole country or world or whatever and broad match are you know the most broadly connected terms so there’s the most traffic out there so if you are targeting car parts that’s a huge search term that probably has hundreds of thousands maybe millions I don’t know the data on something like that but there’s probably hundreds of thousands of people a month month searching for something broadly related to car parts but it’s not a very good term to target and we’ll talk more about that a couple minutes but you’re probably not targeting that anyways you’re probably gonna focus more on exact in phrase match it’s good to have some broad match in your campaigns because if you only try to predict what people might be searching for that is going to get results you’re gonna miss out on a lot of opportunity and broad match is the way to go and we’ll talk more in the strategy and actual implementation of the seven profit activators how to set up you know how to keep the broad match explore exploring under control and keep it profitable for you alright so here’s an example of a broad match term so your broad match keyword that you type into being is cupcakes and the user types Cupcake Wars and Bing shows your ad because that’s loosely related to the word cupcakes and it might be a great match maybe the fact that this person is searching for cupcake wars which is a television show means that they’re really into cupcakes but I know a lot of people who watch Cupcake Wars that are not so it’s not like they’re ever gonna be you know buying or making cupcakes so it might not be a great match maybe and you only know through testing you you might find that people who search for cupcake wars are your best customers they’re them people who are most likely to be buying your cupcakes or you might find that even though you know Bing thinks that because the the words are related it does Bing doesn’t necessarily know that Cupcake Wars is a television show and this can happen with a lot of weird terms that’s why we’ll talk about it later but you got to check your the search phrase those search terms and see what people are actually typing in that’s getting your clicks because sometimes it’s not really related at all it’s not related to what you want I mean it might be related in theory based on the words that they’re using but it’s not related to the goal that you’re going for with your campaign so this is just something to definitely be aware of abroad match could be a great match or it might not be and so next we’re going to talk about phrase match now these are more precise because you have more control over knowing what this person is searching for and typically they have a higher click-through rate and higher conversion than broad match makes sense the best way to explain what a phrase match is is to show you some examples a phrase match is obviously a phrase and and by the way one thing I didn’t explain about broad match is the way that you put a broad match keyword into your campaign is just to type the words as they are with no punctuation marks no no quotation marks and no brackets will just show you examples of in a second so if you’re doing car parts your term that you would type into Bing would just be car parts there would be no punctuation or anything I think that’s called punctuation okay so phrase match is different I put it in quotes because that’s how you put it into your key words if you’re building your key words then you would say car parts and so what that will do I’ll show an example in a second and you might go and what what we often do is is I’ll show you a cool tool later that does this really fast and automatically but what you might do manually is go car parts car auto parts and you know whatever other car equipment or something so those would catch different phrases this is more precise yeah typically a higher click-through rate higher conversion so here are some examples your keyword is the phrase cupcake recipe so for Bing to show this ad to somebody they have to have typed something that includes the exact phrase cupcake recipe in that order so they had to have typed cupcake now that they did not have to type quotes that’s just how you communicate that you want to do a phrase match that’s just the way that being knows that you want to target a phrase match keyword they would they would just go into their search engine and type cupcake recipe in and maybe something else so let’s see an example here so if they do that it your your ad will show if they type cupcake recipe book because and they wouldn’t type it with quotes probably although some people do he it’s crazy what people actually search for but but because this contains the exact phrasing the exact order and the exact words cupcake and recipe in that order then it will show your ad this could say book this could say collection it could say guy cupcake recipe guy they could be looking for lots of different things but if you you know with time or or with you the research and knowledge you already have of your people you’re targeting you’ll figure out which one’s of these are going to produce more customers conversions prospects etc now if somebody typed cupcake show which would appear in a broad match search probably it will not show your ad for this because it does not have cupcake recipe in that exact order so if somebody takes types cupcakes show your ad will not be shown now it will be shown for cupcake show cupcake recipe so this part would it would not validate but then because it includes the phrase cupcake recipe in that order it would still show for this term so that’s how a phrase match works if it contains this phrase anywhere in it could be like something like I really hate the you know cupcake show cupcake recipe because it stinks it would still show for this because it contains the phrase cupcake recipe it doesn’t care what’s behind it what’s in front of it as long as it contains that phrase in that order it will still show your ad and so that’s how phrase matches work they’re more precise but they can still get you some weird results sometimes depending on your niche the last type is exact match this is the most precise and offers you the most amount of control when you’re building your campaigns and it’s typically the highest click-through rate and the highest conversion rate because it’s so precise the downside of exact match phrases is that there aren’t that many of them these are also you know generally they’re correlated to what’s called longtail keywords we’ll talk more about that in another section but exact match means this is exactly what they typed into the search engine box so if somebody type that and you know that that’s exactly what they type then it offers you the most amount of control you know exactly what they were looking for because they typed it in that exact order and the reason that it’s in brackets is this is how you enter an exact match keyword into your campaigns and your ad groups you would say car parts in Iowa and now it will only show if somebody types exactly these words in exactly this order car parts in Iowa now that offers you lots of control like I said but there’s the least amount of them available some things some exact phrases or matches only get searched for you know ten times a month in the whole world because that’s just the way people work they only you know and then other ones get searched for thousands of times either way it’s gonna offer you lots of control and don’t worry you don’t have to think of them all ahead of time we’re gonna cover in another one of the next sections that if you set up your campaigns as they run its the Bing is gonna start telling you what people are searching for and giving you hints as to other things you might want to other phrases that you might want to target because they have data on what everybody’s doing and they can kind of figure out what you’re trying to do and they’ll try to help you so don’t don’t think that you have to think up every single phrase that could possibly lead someone to wanting your product or service or whatever so here’s some examples of exact match in the example we’ll keep using is cupcake recipe now it’s in brackets so that means it’s we put it in it as an exact match keyword so somebody has to search for exactly cupcake recipe know what the phrase match is if they typed all those other things before or after they would still show but not for exact match if they type anything after this nope it won’t it won’t work and by the way no they don’t have to type in brackets just to cover that again they they would go to the search engine and just type cupcake recipe so if they type in exactly cupcake recipe in that order with nothing ahead of it nothing behind it then your ad will show it will not show for cupcake show which would be closer to a broad match it would also not show for cupcake show cupcake recipe which we showed in the phrase matches you know a phrase match would still show that it will also not show for cupcake recipe guide so that that would probably that would show for both a broad match and for a phrase match but it would not show for this exact match so how do you use all these different kinds of keywords basically you want to find keywords that you want to target and though there’s there’s a lot of sites – keywords and keyword research and targeting but it’s also very organic you’ll see as we go through the different methods there are certain research methods that offer you a slightly different insight into keywords and how relate to customers and behavior but nobody’s gonna give you their exact data the only way you’re gonna get exact data on what works is to spend the money and run the campaign’s yourself and the campaign’s themselves are organic they kind of grow and change with people’s behavior but they’re but they’re very scientific the tools are very scientific as well the data is very accurate and very easy to it’s easy to figure out what’s going on so you’re going to find keywords based on a bunch of different things depending on your niche and what you’re trying to do you’re gonna do it based on keyword research which I’m going to cover several different methods for doing keyword research you’re also gonna as you run your campaigns Bing is gonna start suggesting keywords to you and some of them they’re not so good you know some sometimes Bing suggests keywords because ultimately they want you to keep adding more and more keywords because the more keywords you have the more often they can show your ads and the more likely it is that they’ll get clicks and the more they can charge you so Bing is definitely incentivized for you to show your keywords have as many keywords as possible in your campaigns show that your ads to as many people as possible and get as many clicks because that makes them the most amount of money so they’re always gonna be suggesting how to grow your campaigns how to spend more money but it’s not always a good idea because sometimes especially with those broad match terms they’re not getting you closer to the people that actually want the thing that you’re offering they might be loosely you know close to it but they’re but they’re not the people that want to take action and do what you need them to do to pay for your campaign so so you’re gonna find keywords based on bings suggestions over time we’ll cover that later and we’re also you’re also gonna find keywords based on competitive research this is kind of an advanced tactic I’ll show you a couple of tools that make it really easy and it’s pretty pretty crazy that you can you can basically figure out if you’re in a niche then you have a competitor that’s already running it’syou can figure out what keywords they’re bidding on how much they’re spending which is an estimate but yeah it’s pretty it’s pretty wild definitely you know more advanced stuff but you can figure it out which is pretty awesome and Bing actually shows you – there’s competitive metrics they’ll show you like who is bidding on the same terms as you and where you place in the auction where you know if you’re if you spent more money you’d be ahead of this person but then you always have to consider your returns all right so finally you’re going to be finding keywords based on your knowledge of your prospects or customers you might also say just uncommon sense if you’re a locksmith there’s probably you know a number of phrases and key words that people use to try to find your service they’re the same ones that you would run in a you know a newspaper ad they’re the same ones that someone would call your your business looking for or find you on Google there there’s so many ways you know there’s only so many ways to ask for a locksmith and so you’ll probably find them pretty quickly or you already know that you can actually just like write down key words if but I like to rely on tools more it makes it a lot easier trying to come up with key words is not really necessary but if you know if you know your market really well and know your customers really well then inside your head is a great amount of key words another another competitive thing that we’re going to talk about too is is looking in being in Google search and seeing what other people are putting in their ads you can’t exactly tell what they’re doing but you can kind of figure it out alright so up next in week two lesson two we are gonna cover a whole bunch of different ways to do keyword research and specifically how to find profitable keywords so we’re gonna cover some basic and free methods and also some advanced methods they’re not all paid but some of them are there are lots of different ways to find keywords and they’re all very useful so you’re gonna become a keyword finding ninja here in the next lesson so look forward to seeing you there [Music]