If you don’t want to bother going through the process of optimizing for the search engines, then Google Ads is your friend. Having solid SEO (Search Engine Optimization) strategy and implementation have its perks, especially when you cannot invest financially in online marketing. But statistically, paid searches are more widely used by businesses because they often offer good results in a short period of time.
As you might know, once a customer types a keyword into Google, the search engine selects which websites it will show first based on their Ad Rank scores, which is essentially how much you bid for a particular keyword, combined with your keyword quality score.
Now, of course, you wouldn’t like to bid a lot for a keyword, but then again, you need your website to show up between the first few options that Google will present to a potential customer. So what can you do to increase the chances of your website being selected?
This is where keyword quality score comes into play. The more you improve your quality score, the less you have to bid for keywords, which can be a blessing in your pockets if you have a tight budget. So one of the first things you’ll have to do when using Google Ads is focusing on your keyword quality score.
Many things can help you increase your score, but one of the most important ones is making sure that the keywords you are using for your website are relevant for what a potential customer is searching for. Think of it like this; if somebody is looking for life coaching tips, they wouldn’t be delighted to stumble across your website, which offers football coaching tips. So you must make sure that the keywords you are using for your business are relevant to what your potential customer is searching for, and you can do this only by selecting the right keywords.
Know Your Keywords
The first thing you must know when trying to find the right keywords for your product or service is that keywords are divided into a few categories, and you must pay attention to all the subtypes in order to make the optimal selection.
- Search keywords – the keywords that reach people in real-time in the selected search engine.
- Negative keywords – the keywords that you don’t want to be linked to your product or service.
- Custom intent keywords – the keywords that are intended for custom audiences, which are the people who are actively researching products and services related to a specific keyword.
- Display and video keywords – the keywords that match the content the people are viewing. For this particular kind of keywords we have two settings we can use in Google Ads, the audience setting (shows the ads to people who are likely to be interested in the keywords you have used, but also on websites, apps, videos related to your keywords) and content settings (only shows ads on websites, apps, and videos). It is advised to select the audience setting.
Get Down to Business
After you get a better grasp of how keywords function and the categories they exist in, you can start your research on what keywords would work best for your business. The research tools that we recommend are the Google Keyword Planner, Ubersuggest, and Wordtracker. Along with these tools leveraging Google or YouTube autofill is also a great hiding spot, especially for longtail keywords. You can use just one of the options we’ve provided above, but it’s recommended to use multiple search engines and multiple products to get a better perspective and to increase the number of keywords. This would also help you in seeing different angles and not missing any opportunities.
Once you select your search tool, open up a spreadsheet, because you will need a place to store all the data you will gather. If you already have a website or if you already have some keywords, you can simply open up the Google Keyword Planner to start your research from there by using the group of keywords related to your product. But if you’re just starting out, it might be a good idea to see what the other businesses in your domain are doing and what keywords they are using.
After you find your main keywords using the Google Keyword Planner or the other products and you have copied them to your spreadsheet, categorize them by their category, and their monthly search volumes.
The More Keywords You Have, The Better Your Business Performs
You now have your main keywords and a running advertising campaign. Now, it’s time for you to branch out via different strategies; so that you can extend your reach and generate more results from your campaign.
One way to extend your reach is, using each individual top keyword, you go again to your search engine of choice to find other keywords related to the main one by using the same searching method. This is how you create subcategories for your main keyword, and using these; you can create secondary webpages that will eventually take your lead to the main page of your website. For example, you’re selling memory sticks (main keyword), but your memory sticks can have storage powers of 32GB, 64GB, or 128GB, and all these options branch your primary keyword into secondary keywords, for which you should have separate pages on your website.
Another way to extend your reach is by using the Search Terms section within the Google Ads panel. The Search Terms section allows you to see which terms Google users have used to come across with your ads. Using this method, you can see what Google users have searched for, and then can add those keywords to your keyword list, or can run research on those keywords to extend them.
Your main goal here is to find the top keywords (primary and secondary) that have the highest monthly searches, group them by theme, and lastly, create content around these keywords.
A Final Thought
To sum it up, keywords have critical importance, especially in PPC marketing, because they are the ones that put you in front of your target audience, and ultimately drive leads. Managing and continuously revising keywords to assure the well being of your business is crucial, but it can become a tedious task after the first few times, which will lead to rushed searches and ultimately poor performance and a bad administration of keywords.
In times like this, automated advertising services such as Adspert come in handy. Manually finding and reviewing keywords that work best for your business can be easily replaced with the brilliant mathematical algorithms that Adspert uses to optimize your online advertisements. So why make it difficult when it can be easy from the start?