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Words with a red circle next to them have a low specificity (ex. makeuplip) and are more common than those with a high specificity. While you may have a bigger audience with these words, they can be “dangerous” as they can generate an audience of users that do not show a specific interest. (For example, the word “makeup” “lip” will refer to anyone who has been exposed to it at least once while browsing, however this doesn’t necessarily mean that he/she would be interested in “lipstick” specifically and therefore is not guaranteed to be our target.)
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Words with an orange circle are neither too common nor too rare (ex. Urban DecayBesame). These words are more specific and guarantee a better targeting (ex. “Urban Decay” “Besame” rather than the word “makeup”“lip”, which is too generic).
Words with a green circle have the highest specificity (ex. lip rougeLe Disko). Although you may have a smaller audience with these words, they provide a guarantee of reaching a very specific target. In this case, it is a matter of quality over quantity.
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