Targeting keywords

- [Instructor] Paid search advertising is effective…because it's like mind reading.…You can put an ad in front of someone…as soon as they need it.…I'm going to show you how to select the words…that your target customer would use when they search.…This process, called Keyword Bidding, allows us…to target people based on words and phrases…they use in their search.…When they use the words we choose, it triggers our ad.…There are targeting strategies that help us find…more descriptive phrases with clear intent.…

When we know the searcher's intent,…we can deliver a relevant ad that matches that intent.…To do this, we need to know the three primary types…of keyword searches that people perform.…First, the navigational search.…Like smartwatch Best Buy.…In this type of search, the user types in…the intended website along with the keyword.…Now this presents an issue.…

There's clear intent.…But it may be for a competitor's website.…All of the major paid search platforms…restrict the use of US trademarked terms,…which typically include brand names.…