The most effective Key Phrases are ones which are highly relevant to the products and services on your website.

It is possible to run a very successful Google Advertising Campaign with a small number of carefully selected Key Phrases. Many clients start with 5 – 8 Key Phrases and expand the list and their budget in the future.

What are Key Phrases or Keywords?
Key Phrases are also known as Keywords and are what your potential customers are typing into www.google.co.uk to search for your business. Eg if you are a plumber in Edinburgh, customers may type ‘emergency plumbers edinburgh’.

How do my Key Phrases work?
There are various ways in which Key Phrases work depending on your Google Advertising Campaign type and what was agreed in your proposal.

Generally, when a potential customer types one of your Key Phrases into the search box of www.google.co.uk your Google Business Advert will be placed on the first page. Fresheverything Google Advertising Campaigns generally operate on an exact match basis, therefore if one of your Key Phrases is "florists glasgow" you would not be found under "florist in glasgow" or “flowers glasgow”.

Key Phrases will only trigger your Business Advert to appear if you have budget remaining for that day.

Exact Match Key Phrase
When your Key Phrases are set to ‘Exact Match’ your Business Advert will be shown for searches that match the Key Phrase exactly. Your Business Advert will not be triggered by your Key Phrases unless the search term matches exactly – with no words in-between, before or after it.

Example:
Your Key Phrase is ‘flowerpots edinburgh’. Browsers would type this key phase exactly for your Business Advert to appear eg ‘flowerpots edinburgh’.

In general, the most successful Key Phrases are Exact Match, so we prefer to use these whenever possible.

Phrase Match Key Phrase
When your Key Phrases are set to ‘Phrase Match’ your Business Advert will be shown for searches that match your Key Phrase and also have words before or after it. Your Business Advert will not be triggered by your Key Phrases if there are additional words in-between.

Example:
Your Key Phrase is ‘flowerpots edinburgh’. Browsers would have to type this key phase with any words before or after it for your Business Advert to appear eg ‘cheap flowerpots edinburgh’, ‘flowerpots edinburgh scotland’.

Broad Match Key Phrase
If your Key Phrases are set to ‘Broad Match’ your Business Advert will be shown for searches which include your Key Phrases in any order or combination, with any other words in-between, before and after it. Your Business Advert may also show for any searches which Google determines to be relevant.

Example:
Your Key Phrase is ‘flowerpots edinburgh’.  Searchers could type this Key Phase with any words before or after it or in-between for your Business Advert to appear eg ‘flowerpots edinburgh that are red’, ‘cheap flowerpots in edinburgh’.

Negative Match Key Phrase
Your Business Advert will not be shown for any searches which include that search term.

Example:
If one of your Negative Key Phrases was ‘Cheap’. Any searches on google.co.uk which included the word ‘cheap’ would not trigger your Business Advert.

What is a Generic and/or National Key Phrase?
A Key Phrase which is not tied or linked to a geographical area is called a Generic Key Phrase or National Key Phrase.

Example:
‘Florists’ is a generic Key Phrase. ‘Florists Glasgow’ is not a generic Key Phrase.

Key Phrase Changes
Key Phrases and Business Advert text can be updated as and when you need at no extra cost.

Although Key Phrases will be recommended on your Google Advertising proposal, you may update them at any time.

Please note:
Changing your Key Phrases may affect your Business Adverts page position and your campaigns performance. Fresheverything recommends clients leave Key Phrases for 3 months between updates so a true indication of their impact can be determined.

Reasons you may want to change Key Phrases/Keywords
- new product or service launched on your website
- product or service removed from your website
- your Google AdWords manager may contact you to suggest better performing Key Phrases to trial
- seasonal products/services
- new advertising campaign