The Four Types of Keywords for Paid Search

Have you ever wondered how successful websites like Google earn money? The answer is through advertising. Advertisers pay big bucks for their ads to be displayed next to relevant content, ultimately increasing the click-through rate (CTR). The more traffic a website receives, the more money is generated. That’s why keywords are essential; they drive traffic.

If you want to make money online or even start a successful website, you must learn to use keywords correctly. Using the right keywords will boost your website, and you can gain more visitors. However, using the wrong keywords might make it more difficult for people to find what they want, decreasing traffic. If they don’t find what they want quickly, they will leave and not return.


A keyword is like a word or a phrase that people use to find stuff on Google. People also use keywords for searches outside of Google. Keywords play a key role in helping you find the right audience when you build your website.

To master, understanding these four types of keywords for paid search is critical. The right keywords will allow you to appear in the search queries your target audience uses. When it comes to Paid Search, Google and PPC professionals use three (formerly four) types of keywords. One more very relevant keyword to fully understand is the negative keyword.

Let’s look into the Four types of keywords for Paid Search?

1. Negative Keywords (Selecting those not to target)

If you add “waterfront” as a negative keyword, your ads will not appear for that search. Additionally, you can add your competitors as a negative keyword if that is not your intention. Checking search terms 2–3 times a week ensures our keywords trigger the right searches. To avoid reusing your negative keyword list in other campaigns, keep a running list of negative terms (like worst or terrible) your business does not serve.

2. Broad Keywords

Keep an eye on your campaigns and create a list of negative keywords as you go. These keywords will be matched to misspellings, synonyms, related searches, words out of order, and anything else Google’s AI determines relevant. However, it would help if you were cautious when choosing broad keywords. It would be best if you were careful not to get irrelevant clicks while they can help you get a lot of clicks.

3. Phrase Match Keywords

Misspellings, singular and plural words, acronyms, abbreviations, accents, and other close variants are also present. In the search engine optimization world, consider these as the best keywords because you can use long-tail keywords that indicate a high degree of commercial intent and that the user is closer to making a purchase decision.

4. Exact Match Keywords

Read more:



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store