
Trada's PPC Library presents: Intro to Keywords. What exactly is a keyword? When people search for something online, they type something in to define what they're looking for. This is called the 'search term'. So if I'm looking for supplies for my laboratory, I'll type in 'lab equipment' or 'plastic centrifuge tubes' in the hopes that I'll find something to help me with my next experiment. When you have a paid search campaign, you select keywords. These are words and phrases that you hope someone might type in to find your product or service. If you are Beaker's Lab Equipment, you will want to add a variety of keywords for each product you sell, because not everyone out there will use the same search terms. The difference between a search term and keyword is this: Search terms are what people type into the search engine, and keywords are words and phrases you choose that you hope will match what people type in. In paid search, you decide what you are willing to pay for each keyword. Other businesses will do the same. When someone types in one of your keywords as their search term, an auction happens instantly. Whoever wins the auction will have their ad come up in the first position, and the second place winner's ad will show up below that, and so on. Several factors are considered when deciding who wins the auction: and one of them is the 'bid price'. There are two types of keywords: head-of-tail keywords and long-tail keywords. Head-of-tail keywords are short: one or <b>...</b>
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