Keyword/Keyword Phrase
Marketing dictionary
Keyword/Keyword Phrase
A specific word or combination of words that a searcher might type into a search field. Includes generic, category keywords; industry-specific terms; product brands; common misspellings and expanded variations (called Keyword Stemming), or multiple words (called Long Tail for their lower CTRs but sometimes better conversion rates). All might be entered as a search query. For example, someone looking to buy coffee mugs might use the keyword phrase âÂoeceramic coffee mugs.â Also, keywords âÂ" which trigger ad network and contextual network ad serves âÂ" are the auction components on which PPC advertisers bid for all Ad Groups/Orders and campaigns. Source: SEMPO
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