Search 101: Adwords Environment And Keyword Tools

Search 101: Adwords Environment And Keyword Tools (60 Minutes)

You may use the following resources (Search Terms & IAB Glossary) to guide your understanding of some of the terminology used.


The aim of this E-tivity is to help you understand how to start constructing a successful search marketing campaign.

  • The exercise uses the Google AdWords tool. However, similar tools are also available from Bing and Yahoo!
  • The aim is to examine the different types of keywords you might use to reach consumers, and think about how you might use them to develop a successful search marketing campaign.
  • For this exercise we will be exploring travel insurance – but you may explore other terms of your choice.

This activity will not be marked, but will be useful in helping you develop search marketing skills. You will find this practice instrumental in completing your project for the Module 3 assignment.

Let’s get started.

1.    Search for Google AdWords and select and sign in with your Google account.


2. If this is the first time you have used AdWords, you will be sent to this landing page. It is very important that you click ‘Skip the guided setup’ at this point.

Adwords screenshot


3. You will then be transferred to the AdWords environment.

4. From the Tools and Analysis tab select the Keywords Planner and then have a play with the keyword and ad group ideas.

5. Have a go following the travel insurance example below.


6. Examine the results – Look first at the keyword ideas.


7. And then…

  • View the volume of monthly searches as well as the 12 month trend for the chosen keywords.
  • Explore more keyword opportunities by looking at the related terms listed below your chosen search term ‘Keywords (by relevance)’.
  • Gauge the level of competition in the marketplace you have chosen.
  • Think about how the CPC (Cost per Click) might impact on your business.  You will need to consider the volume of clicks, conversion rate, allowable margin on your product/service and the potential for later direct  up-sell or cross sell to other products/services to build a rounded view of what is a good price.
  • Have a play in the ‘Your Plan’ area. Highlight the search term and click on the blue arrow box. 1) Try setting the bid price to £1.00 – how many clicks are you predicted to get? 2) What is your estimated daily spend?  Try this at different prices and have a check in the main Google search page to establish who is actually coming up in relation to this search term.


8.  Explore the suggested Ad Groups

  • Expand some of the larger clusters and see why the group is being suggested.
  • Click on the Targeting tabs on the left hand side and explore the volume of searches in different locations around the world.  Add Germany, France and Spain and see what happens to the results listing, particularly in the Ad Groups field.
  • How might you use negative keywords to enhance your campaign?
  • What does the keyword tool tell you about those queries?



9. Thinking about travel insurance

  • What kind of search queries are different target groups likely to be using? What keywords would you use for:

a.   A 21-year old women who is going to Paris for a weekend break with her boyfriend

b.   A family of four going on a skiing holiday to the US

  • Which keywords could you use to meet different stages of their customer journey? What types of keywords would you use in the awareness building part of the journey, compared to research phase?
  • What kind of messages do you need to capture their attention?


10. Check out the main Search Engine pages

  • Try out some of your keyword suggestions.  Which companies are coming up in the results page?
  • What variations in results are achieved with the three different types of searches that are commonly used by consumers?

a.  Generic e.g. travel insurance, cheap travel insurance

b.   Long tail queries e.g. travel insurance skiing, cheap travel insurance for skiing in Switzerland

c.   Branded e.g. Columbus, Staysure, AA, Virgin Money, AXA

  • What is your overall opinion of how they are performing in search terms?  Do you think they could do better?

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