Best Practices for Keywords

A keyword is one or more words that are used to identify the word(s) a potential customer searches for that could trigger an ad. In Geneva, a keyword can be the combination of a geo-modifier and a root keyword or just the root keyword itself.

Managing keywords is only one aspect of running an ad campaign. You should also review the best practices for landing pages and ads.

Use the following guidelines when creating keywords for your campaigns:

• Keywords should describe the products or services offered on the advertiser’s Web site.

• Include a minimum of 15-20 keywords for each editorial group.

• Keywords containing two to three words are better than one-word keywords.

• The use of symbols, numbers, or letters must adhere to the true meaning of the symbol.

• You cannot use phone numbers or URLs in keywords.

• Trademarked terms in keywords can only be used by the owner of the trademark.

• You should not use sales jargon or superlative language such as quality, best, or experts.

• You cannot use a competing brand as a keyword for your brand.

• Verify that keywords are spelled correctly unless intentionally misspelled to help reach potential customers who might use an alternate spelling of a word.

• Do not use geographic locations in root keywords. Geneva combines geo-modifiers with root keywords to create a keyword that includes geographic locations. The exception to this is a nationally-targeted campaign for a business that is based on a specific location (such as hotels, real estate, or travel). For such a campaign it might make sense to include the geographic location in the root keyword.