Wants to know how to choose keywords for Google Ads?
Only the proper keywords can help your PPC (pay-per-click) ads to appear before potential customers. Google Ads has become a tiptop platform to reach your audiences at premium rates. However, it’s not easy to accomplish a fruitful return without the strategic integration of keywords.
Finding and using the right Google Ad keywords for marketing campaigns takes some detailed research. Let’s figure out the golden tricks to select effective keywords for your Google Ad campaigns.
User Searches for Keywords
First things first, know your customers and understand what they want/need. What the customers will enter into Google search to fulfill the demands? Don’t forget to look into competitors for better analysis.
Fancy or hyped keywords not going well with your brand can’t help. So, avoid following or using phrases not popular with the audiences. Instead, stick to your branding terms to keep everything under control.
Know the Phrases or Strings
Specification and relevance are two essential criteria to corroborate ad campaigns. The chosen words, strings, phrases must comply with the Google Ad Grant Policy. Avoid keywords not suitable to specify your business initiatives, such as –
- Singular word (example – device)
- Proprietary by brands (such as – Adidas Samba)
- Overly generic (like – free videos)
Relevance is a qualitative metric to denote the importance of a keyword to its bottom line. You can easily organize the list of grouped keywords. It’s particularly necessary when you’re to run multiple campaigns for different products, offers, services.
Appropriate Words for Ads
No matter what keywords you choose, they must reflect your landing page (app or site). All the phrases should appear naturally to engage and motivate the customers. In simple, your word strings need to establish a close link to advertisement wording.
Finding Targeted Keywords
Driving more traffic is either a curse or a blessing, depending on the users to click on your ads. Random keywords can lead to unwanted traffic to increase costs. That’s where employing target keywords can effectively filter out the customers you want.
‘Ahrefs Keyword Tool’ is more like a brand keyword for the analyzing aid. And ‘SEO Competitor Tool’ is one of many relevant target keywords for the same brand. It’s a concerning SEO metric to help Google with crawling and indexing your website.
Variations of the Keywords
Slight altering or changing can extend the overall reach of a target keyword. It’s because different customers tend to try distinctive terms. The noteworthy ways to diversify keywords include –
- Changing to a plural or singular form
- Reordering words with the same meaning
- Using synonyms and paraphrasing
- Word strings with similar search intent
Therefore, you have many ways to implement keyword variants to push your content exposure. Check out Google’s ‘Keyword Close Variants’ to get further insight towards a successful implementation.
Use Google Keyword Planner
Although the keyword research tool is intended for advertisers, you can use it for SEO keywords as well. Keyword Planner is free of charge, allowing you to get started with initial competition analysis. You can track down to know different kinds of keywords, such as –
- Relevant keywords
- Lucrative keywords
- Seasonal keywords
- Trending keywords
- Long-tail keywords
Bonus features (search volume, keyword difficulty, device searches) are also available. All you need is a Google account and you’re good to go. Even the briefly described ‘Use Keyword Planner’ by Google itself can provide some assistance.
Targeting Local Keywords
Attracting local customers will require you to emphasize local keywords based on locations. You can provide services across a certain country, province, region, territory, or small town. Appropriate location targeting will present your adverts before the right people.
That’s why customized targeting for Google ads must remain precise throughout the campaigns. It also puts your physical store or shop on Google Maps when applicable. You can develop ideas on local keywords in different locations through Keyword Planner.
Keyword Matching Option
The scope of search queries entered by a user can or can’t trigger your ads. It depends on your chosen keyword-matching type, specified by Google. The three primary matching options are –
- Broad Match: It offers the lowest relevance against the highest possible reach. Search queries on ‘interior paint’ will also show ads on ‘interior design’.
- Phrase Match: It more like balances the overall reach along with ad relevance. Searching on ‘interior paint’ will trigger ads to pop up on ‘indoor paint’.
- Exact Match: It enables the lowest reach but maintains the optimum relevance. Search on ‘interior paint’ will show results on ‘paint on interior’ at best.
CPC (cost-per-click) and CTR (click-through rate) are two crucial factors in Google ads. And it’s impossible to achieve successful campaigning outcomes without implementing the right keyword-matching strategy.
Marking Negative Keywords
A rather common word string can drive different people to look into your ads. However, a mere fraction eventually converts to successful customer actions. A well-balanced approach to using negative keywords can filter out users with no need for your ads.
There are too many negative keywords you can consider to prevent garbage clicks on your ads. A few leading terms would feature – definition, free, cheap, shortcut, rating, review, applications, stats, etc.
Whereas you need to figure out the negative keywords to bring your ad somewhere irrelevant. For example – garden design or houseplant selling has nothing to do with books on them. So, you should add a minus or negative sign before books right there.
Buying Intent for Conversions
Drawing attention and purchasing conversions have two distinctive perspectives regarding ad keywords. Some users don’t jump into actions right away where you need to prioritize the traffic. It concerns how-to guides, examples, informative articles related to high-volume keywords.
But keywords with high buying intent often come with lower search volumes. It’s because consumers ready to take immediate action are short in number. Bidding on such keywords for advertisements is more likely to convert, resulting in a superior ROI (return on investment).
Wrapping Up
Promoting your business through Google PPC Ads can help you grow in the competition exponentially. But jumping into the platform without a strategic approach can’t meet the expectations. So, you must understand all the interdependent facts to narrow down the ultimate keywords. Premium analysis tools are also available to ease the entire keyword-finding task for you.
Contact Tectera for Google ads services.