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When the ad you are serving and the landing page you are linking to are most relevant to a user’s search, Google will reward you with a high ad rank and lower CPCs.”– Brett Stevens, Director of Paid Search, Lendio Keywords tell Google which search queries you want your ads to show for.

There are three main factors to consider when choosing keywords: their length or specificity (aka long- vs short-tail), keyword match types, and negative keywords. If you’re not sure where to begin researching keywords, you can find a Google Ad Words expert on Fiverr for as little as to perform your keyword research for you.

Google scores advertisers from 1 – 10, with 10 being 100 percent.

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There are four keyword match types: broad match, broad match modifier, phrase match, and exact match.

These will help give you a good idea of how much your costs per click will be, along with search volume data to provide helpful insights into potential PPC advertising performance.

For example, a multidisciplinary law firm based in Minneapolis is looking into costs for advertising on Google.

Keywords can be used in two main ways: short-tail and long-tail in regards to the length or specificity of your keywords (or search terms) used.

Short-tail keywords have a higher search volume because they’re very broad, so they have higher competition, causing higher CPCs.

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