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Content Network/Contextual Targeting - Refrain from using singular and plural keywords?

by ckboddic
3 replies
  • SEO
    • |
I'm currently watching the multimedia videos in the AdWords Learning Center. In the video on Contextual Targeting (slide 28/29) the speaker discusses best practices for contextual targeting campaigns on the Google Content Network. One of the pieces of advice of what not to do was:

refrain from using both singular and plural keywords (in your ad group)

Why? I'm just wondering the reasoning behind this advice.
#content #keywords #network or contextual #plural #refrain #singular #targeting
  • Profile picture of the author Lucid
    I'm not entirely sure but here's my logic, which may be the same logic of the video.

    When using keyword targeting in the content network, Google apparently uses your keywords to establish a theme for your group. It does not use your keywords to find those same keywords in sites that display Adwords.

    It is also said that you need only 20 to 30 keywords to establish that theme. Maybe they look only at the first 30 keywords and disregard the rest if any. Therefore, if you use the plural forms, which doesn't add anything to establishing your theme, using those keywords would be a waste if you have more than 30 keywords.

    Could you post the link to that video please?
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    • Profile picture of the author ckboddic
      Originally Posted by Lucid View Post

      When using keyword targeting in the content network, Google apparently uses your keywords to establish a theme for your group. It does not use your keywords to find those same keywords in sites that display Adwords.
      Can anybody verify this is true? The way Google explains it, they show your ads if you keywords are on the site. You're saying Google just gives the keywords to each ad group a theme and then posts your ad wherever that theme is met?

      I tried posting the link in the first post but I think I need 15 posts before I can do that. Just type "Google Adwords Learning Center" into Yahoo and watch slide 28/29 for the title I mentioned, if you're interested.
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  • Profile picture of the author johnlagoudakis
    The advice given by Lucid is the same that I have heard from other top PPC experts.

    Google will use the keywords in your content ad adgroup to create a "theme" which will decide which sites your ads are placed.

    Therefore, you don't need to pluralize (is that a word?) your keywords.
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