![Qayyum Rajan](https://cdn.feather.blog?src=https%3A%2F%2Fwww.notion.so%2Fimage%2Fhttps%3A%252F%252Fprod-files-secure.s3.us-west-2.amazonaws.com%252F03b09b06-3bbf-4428-bbbe-6803462a0b1b%252F0635f71f-3d23-4d19-bdf5-afac0f674091%252F1_-_Qayyum_Rajan_-_HeadshotPro_(1).png%3Ftable%3Dblock%26id%3Dc99d9b71-ee15-4992-af21-b8ab5609b352%26cache%3Dv2&optimizer=image&quality=80&width=280)
Qayyum (”Q”) is a serial builder with more than 5 startups to his name with 3 exits. He specializes in shipping products fast, and early with an focus on driving traffic across the marketing funnels
![How to select Google Ads Keywords?](https://cdn.feather.blog?src=https%3A%2F%2Fwww.notion.so%2Fimage%2Fhttps%3A%252F%252Fprod-files-secure.s3.us-west-2.amazonaws.com%252F03b09b06-3bbf-4428-bbbe-6803462a0b1b%252F3c602d5b-89e0-449a-b6f0-3bf53914b879%252F55.png%3Ftable%3Dblock%26id%3D328a14fc-0ecd-45fd-8e11-c55258928b03%26cache%3Dv2&optimizer=image&quality=80&width=280)
What Keyword Match Type Is Preferred?
Situation #1: Search is Identical to a Keyword Type
- Exact Match
- Phrase Match
- Broad Match
Situation #2: Search is NOT Identical to a Keyword Type
Ad Rank
- Bid amount
- Ad quality
- Competitiveness of auction
- Context of search
- Location
- Device
- Time of day
- Nature of query
- Extensions
- Threshold —>Reserve price
Relevance Signals
- Meaning of the search term
- Meaning of all keywords in an Ad group
- Landing pages within an Ad group
- All keywords in an ad group will be used in an auction.
- Landing pages are scanned for search relevancy.
Eligible Keywords: 1+ Broad Match
- Only relevant keyword(s) from the most relevant ad group will be considered.
- Ad rank will be used to decide which keyword is selected.
![notion image](https://cdn.feather.blog?src=https%3A%2F%2Fusenotioncms.com%2Fproxy-prod%2Fblock%2F7ba7fa25-d663-49bc-9818-8cf559f79ac9%2F03b09b06-3bbf-4428-bbbe-6803462a0b1b%2Fa82e0e82-224a-4514-b1cd-a72fcd3235f9%2FFATjzkjUYAYfA89.png&optimizer=image&quality=80&width=280)
Eligible Keywords: 1 Broad + 1 Phrase/Exact
- If exact/phrase match keywords are deemed more relevant = they will be selected.
- If exact/phrase match keywords are deemed similar/less relevant = comes down to ad rank for each keyword.
Best Practices
- Group keywords into relevant themes (Ad groups).
- If using broad match keywords : —> test bidding changes to tCPA if manual.
Written by
![Qayyum Rajan](https://cdn.feather.blog?src=https%3A%2F%2Fwww.notion.so%2Fimage%2Fhttps%3A%252F%252Fprod-files-secure.s3.us-west-2.amazonaws.com%252F03b09b06-3bbf-4428-bbbe-6803462a0b1b%252F0635f71f-3d23-4d19-bdf5-afac0f674091%252F1_-_Qayyum_Rajan_-_HeadshotPro_(1).png%3Ftable%3Dblock%26id%3Dc99d9b71-ee15-4992-af21-b8ab5609b352%26cache%3Dv2&optimizer=image&quality=80&width=280)
Qayyum (”Q”) is a serial builder with more than 5 startups to his name with 3 exits. He specializes in shipping products fast, and early with an focus on driving traffic across the marketing funnels