Keyword or Category?
| How do you explain the difference between a keyword versus a category? I’ve had some trouble finding a way to explain this easily and thought that maybe someone here could provide some ideas. My clients often struggle to differentiate between categories and keywords. How can I explain it to them in a way that would make it easy to understand when setting up their Marketing Center Campaigns? If there were analogies to give examples, that would also be great! Thank you. |
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Let’s break down the distinction between Categories and Keywords in the context of advertising:1. Categories:
- Think of categories as the overarching “topics” that group related keywords together.
- Categories allow you to broaden your ad reach beyond specific search queries by targeting content themes.
- For example, if “Honda” is the category, specific car models like “Civic,” “Sentra,” and “Pilot” become the associated keywords.
2. Keywords:
- Keywords are the specific terms or phrases you choose to trigger your ads.
- They are tightly linked to user search behavior and directly influence when your ad appears.
- For instance, if you’re promoting “walking shoes,” your keywords might include “comfortable walking shoes,” “best walking shoes,” and “lightweight walking shoes.”
Now, let’s consider an ad perspective using the example of “walking shoes”:Category: “Walking Shoes”Keywords:- “Walking shoes”
- “Comfortable walking shoes”
- “Best walking shoes”
- “Lightweight walking shoes”
- “Arch support walking shoes”
- “Orthopedic walking shoes”
- “Trail walking shoes”
- “Athletic walking shoes”
Remember that choosing relevant keywords aligned with your target audience’s search intent is crucial for effective advertising.0
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