Google Ads keywords – the key to a successful campaign!

A crucial stage in the planning of Google Ads campaigns is the assortment of keywords. Selecting the best keywords to bid on that are most likely to result in clicks and conversions. In this article, you will learn about the types of keywords in Google Ads, how to promote your business on Google Ads successfully. 

You’ll also learn a set of policies to help you polish, and organize your PPC keywords, all in the service of better targeted and more operative pay-per-click campaigns.

What is the keyword?

Keywords are search queries that searchers enter in Google Search Engine to find the information they want. When a customer searches for a search term that matches your keyword, your ad can enter the auction and will appear. The cost of a keyword depends on its quality, competition in the auction, and many other factors. Most vitally, keywords and landing page should be strictly related to the customer’s search terms and the content of the websites he visits.

How do you choose Google Ads keywords?

Keywords segmentation.

Google Ads keywords for the online store will be different than for the service company. Firstly you need to focus on certifying that the expected queries entered by our potential customers overlap with the content on the page. It will make your campaign more cherished to the user in the long run, because Internet users entering a sponsored link from a given query in the search results will find the product or service they are looking for.

Google Ads keyword matches Types: -

Broad Match

Broad match is applied by default to your Google Ads campaign. If you don’t use additional characters in the list of keywords, they will be classified as broad-matched words. For example, if the client will enter the phrase wooden table, you will also get a website visitor from the query buy a second hand wooden table in India. In general, I advise against using this match because you lose control over a large portion of website traffic and the number of unsuccessful entries will increase.

Broad Match Modified

You retain more control over website traffic by using this match. Keywords are modified by adding +. E.g. for the keyword + wooden + table, the ads will appear after entering additional words in place of the pluses, for example, find a wooden table, red wooden table. In general, I think it is worth using the broad match modifier. While maintaining control over the traffic, you can analyse after which queries surfers look for your product or service, which in return will allow you to add new long-tail exact match keywords and exclude those that are not beneficial.

Phrase Match

Phrase match keywords are entered in quotation marks. The ads are displayed if a potential customer enters a similar word with a small modification. For example, after adding ‘wooden table, we get a page from the question wooden chairs.

Exact Match

This match will allow you to maintain full control over website traffic. They are added to the account with square brackets. For example, after entering the keyword [wooden table], the ad will be showed on the search query wooden table only. You should use as many exact matches as possible. This will prevent you from wrong website traffic, and give you more budget for potential conversions.

Negative Keywords

A properly constructed Google Ads campaign should also include negative keywords that your ads won’t show on. First of all, you have to choose phrases that could present your company in a bad light, so you can exclude all negative handles. Then, following the course of the campaign and the list of search terms, you should add to the exclusions the negative keywords, which in your opinion, are irrelevant to your product or service.

Keyword Planner

The first tool that comes to mind of anyone using the Google Ads will definitely be the keyword planner. You can not only find phrases related to your product or service, but you can also check their monthly number of searches as well as the expected cost of clicking on the keyword after it is displayed.

Google Search Engine

The next place where you can find ideas for new keywords is the Google Search Engine. Already when entering the phrase, “san francisco” in the window appeared hints with its varieties and extended versions: “san Francisco weather”, “san Francisco giants”, which is already appreciated information that allows you to exclude searches distinct to your product or service.

Another place where you can find suggestions on the search results page is the end of the list on Google search page where similar searches are listed at the very bottom.

Google My Business

Once your business listing is published on Google My Business, you’ll be able to contact valuable information, such as search terms, which users enter in the search engine so Google can display the company profile.

 Google Trends

If you want to check whether your product or service is cyclical, it is worth using Google Trends. The tool will show the popularity of the phrase in the selected period. If the selected keyword has low search ability, you will not receive information about trends in search results.

Uber Suggest

This is a free and instinctive application that will help you find additional keywords. You will not receive information about the popularity of a given phrase, but you will learn what expressions are used by users. 

 Summary

In some industries, finding the right keywords can be a challenge. Also, for people just starting their new business, the correct naming of the product and service vacant can be a problem. You can search for keywords yourself using the tools indicated, but the start of Google Ads campaign should be headed by a thorough marketing analysis and audit of the website. Without this, the keywords, selected for the campaign, may be completely diverse from what users will enter in the search engine while looking for the product or service that you want to offer them.

If you want to know if your campaign can be run more efficiently, write to us and we’ll do an audit of your Google Ads account and tell you how it can be managed and optimized better.