For year-over-year analysisone year to the next

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Broad match (or “broad match”) all searches that include your keyword, its variations and its synonyms. Advice it is better to start with broad targeting, then, if necessary, refine it over the course of the Ads campaigns. Exclude certain search terms It is also useful to make a list of keywords for which you do not want the ads in your Ads campaign to display, especially because these less relevant terms risk attracting less traffic (or not at all).

qualified. To the extent that the cost of the campaign is linked to the number of clicks or impressions (CPC or CPM), care must be taken to ensure that each click or display has maximum impact. Let's imagine, for example, that your business is called "Koala" by excluding BTB Directory terms associated with the animal that bears the same name, you can ensure that your ads are seen exclusively by Internet users who, by typing "Koala », seek information about you.



Using Google's Keyword Planner If you don't have any keyword ideas, Google Ads comes to your rescue with its dedicated tool. In your interface, by clicking on “Tools and settings”, you will find, in the left column (“Planning”), a “Keyword planning tool”. This allows you to search for terms to use in your Ads campaign, evaluate their popularity and competitiveness, track searches over time, and even get bid estimates. Note that the precision of the information given increases once your first campaign is launched.