Spooky but true, here’s why
When you log into AdWords and add keywords to your ad groups, along with key elements like the price you’re willing to pay, you also select your match type. Depending on your choice of broad, phrase or exact your bids will be matched to relevant queries users type into the search engine.
So technically speaking your ads don’t show up for your keywords, they show up for “Matched Search Queries.” The words typed by the users. Yet most marketers rarely focus on them.
Here’s a great illustration of this. We’d bid on the keyword “android notebook,” and because of the way we’d structured our campaigns you can see that the actual user queries that our ads were matched with were quite varied…
Hence real optimisation of your campaigns can’t be achieved by merely doing keyword analysis of your AdWords campaigns. It will come from understanding what user queries those keywords/ads are getting matched for.
For example if “android notebook” gets matched to “android tablet” (most likely via broad match) then is that ok? Do we really want our ads to match people looking specifically for Acer notebooks if we have nothing to do with Acer? If not then perhaps we want to add a negative keyword (Acer) to our campaign to focus our money and ads.
That’s just one example.
There are LOTS more of course but the important takeaway from this is not to focus on keywords, instead focus on what people are actually typing into Google to try and find you.