- The majority of your advertising will use keywords

- 你的大部分廣告將使用關鍵詞

as the primary method for attracting customers.

作為吸引顧客的主要方法。

And keywords are words or phrases

而關鍵詞是指單詞或短語

that are used to match your ads

用來匹配你的廣告的

with the terms people are searching for.

與人們正在搜索的術語。

These will be the true foundation of your campaigns.

這些將是你的運動的真正基礎。

So selecting high-quality, relevant keywords

是以，選擇高質量、相關的關鍵詞

for your campaigns is critical.

對你的活動來說，這一點至關重要。

Now, a big mistake that you'll want to avoid

現在，你要避免的一個大錯誤是

is making the assumption that keywords

是在假設關鍵詞

that mean roughly the same thing will perform the same.

意思是大致相同的東西會有相同的表現。

Let's say you're in the pre-owned vehicle business.

比方說，你是做二手車生意的。

This might be an industry term

這可能是一個行業術語

but if you're selling to a typical consumer,

但如果你是賣給一個典型的消費者。

well, they're not using that language.

嗯，他們沒有使用這種語言。

They'll be searching for used cars.

他們會搜索二手車。

And that keyword pre-owned vehicles

而那個關鍵詞是二手車

is not the same keyword as used cars.

是與二手車不一樣的關鍵詞。

There are about 600 times the number of searches

有大約600倍的搜索數量

on the term used cars over pre-owned vehicles.

關於二手車的說法，比起二手車來，更多的是說二手車。

So there is a huge advantage to using the language

是以，使用該語言有一個巨大的優勢

that your customers are already using.

你的客戶已經在使用的。

The airline industry is another great example.

航空業是另一個很好的例子。

They might reference low fares in their marketing language,

他們可能在營銷語言中提到低票價。

but in reality, customers are talking about

但在現實中，客戶所談論的是

discounted flights or cheap flights.

折扣班機或廉價班機。

So as you go about researching keywords, you want to be sure

是以，當你去研究關鍵詞時，你要確定

that you're speaking the language of your customer.

你在說你的客戶的語言。

Now, the best advertising is specific.

現在，最好的廣告是具體的。

So instead of pushing our message to the masses,

是以，與其把我們的資訊推給大眾。

we want to push our ads out to those very specific people

我們希望將我們的廣告推送給那些非常具體的人

that we know are interested in what we have to offer.

我們知道他們對我們所提供的東西感興趣。

And if we know that our personas are say, teenagers

如果我們知道我們的角色是，比如說，青少年

using slang or jargon, then we'd need to focus

使用俚語或行話，那麼我們就需要關注

on using slang or jargon in our keywords.

在我們的關鍵詞中使用俚語或行話。

Now, to arrive at great keywords

現在，為了得出偉大的關鍵詞

the first step is to think like your customer,

第一步是要像你的客戶那樣思考。

imagine what they're searching for.

想象一下他們在尋找什麼。

These are the terms that you're going to use.

這些是你要使用的術語。

Think of specific search words

想到具體的搜索詞

for each category of product or service

對每一類產品或服務

that you have available and use personas

你有可用的和使用的角色

to get in your customer's head.

來進入你的客戶的頭腦。

Remember, you want to know how they're thinking

記住，你想知道他們是如何思考的

about that product or service.

關於該產品或服務。

Now, the second tip is to organize by theme,

現在，第二個提示是按主題組織。

group all of your keywords into tightly connected themes.

將你所有的關鍵詞分組為緊密相連的主題。

And as you look at that list of themes,

而當你看到那份主題清單時。

see if you can break them up into sub-themes.

看看你是否能將它們分解成子主題。

And again, the more thematic, the more grouped things are,

再說一遍，越是有主題的東西，越是分組的東西。

the better results that you'll have.

你會有更好的結果。

So if you have an ad group for say men's boots,

是以，如果你有一個廣告組，例如男靴。

you would want to get more granular

你會希望得到更多的顆粒度

and create themed keywords,

並創建主題關鍵詞。

such as men's rain boots, men's work boots,

如男式雨靴、男式工作靴。

men's motorcycle boots, men's fashion boots, and so on.

男式摩托車靴、男式時尚靴等等。

In fact, you might even find yourself grouping those

事實上，你甚至會發現自己把那些

into their own deeper themes.

進入他們自己更深的主題。

And finally be specific, a generalized keyword

最後要具體，一個籠統的關鍵詞

is going to get you irrelevant matches.

是會讓你得到不相關的匹配。

Boots would be a bad keyword in general

一般來說，靴子將是一個糟糕的關鍵詞

because it has no context.

因為它沒有背景。

People that are typing in boots

正在輸入靴子的人

might be looking for boots for themselves,

可能在為自己尋找靴子。

for their dog, or Boots the pharmacy in the UK.

他們的狗，或英國的藥店Boots。

So it's better to be specific

所以最好是具體一點

and get about five to 20 keywords per ad group.

並在每個廣告組中獲得大約5至20個關鍵詞。

And most importantly, just take your time.

最重要的是，慢慢來。

Keywords are one of the most important elements

關鍵詞是最重要的因素之一

in your Google ads process.

在你的谷歌廣告過程中。

(upbeat music)

(歡快的音樂)