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Google Ads & Search Intent
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Module 3
Keyword Targeting & Control
1
Understanding Keyword Match Types
Define Broad, Phrase, and Exact Match and explain how each controls which searches trigger an ad.
2
Keyword Match Types: Reach vs. Relevance
Analyze the reach vs. relevance trade-off when selecting keyword match types.
Optimizing Exact Match for High-Intent Queries
Justify using Exact Match for high-intent, transactional queries with specific examples.
Mastering Negative Keywords
Define negative keywords and explain their role in preventing wasted ad spend on irrelevant searches.
Building a Negative Keyword List
Construct a negative keyword list for a given campaign to improve targeting efficiency.
Precision Keyword Targeting: Match Types & Negative Keywords
Apply a combination of match types and negative keywords to a sample keyword strategy for optimal control.
Previous module
Search Intent & Keyword Strategy
Next module
Crafting Compelling Search Ads