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 â€oeceramic coffee mugs.” Also, keywords â€" which trigger ad network and contextual network ad serves â€" are the auction components on which PPC advertisers bid for all Ad Groups/Orders and campaigns. Source: SEMPO

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