Keyword research is the bedrock of a successful Google AdWords campaign. In this chapter, we'll explore advanced techniques and strategies for conducting comprehensive keyword research.
1. Brainstorming:
Begin your keyword research with brainstorming. This is a creative and freeform process where you jot down all the words and phrases that come to mind related to your business, products, or services. This initial list will serve as your starting point.
2. Use Google's Keyword Planner:
Google's Keyword Planner is a powerful tool that provides insights into keyword search volume, competition, and suggested keywords. Here's how to use it effectively:
Discover New Keywords: Enter your initial list into the Keyword Planner and let it generate new keyword ideas.
Analyze Search Volume: Evaluate the search volume of keywords to prioritize those with higher potential reach.
Assess Competition: Review the competition level for each keyword. High competition often means higher costs per click (CPC).
Identify Seasonal Trends: The Keyword Planner can show you when search volumes for certain keywords are at their peak. This is valuable for planning seasonal campaigns.
3. Leverage Long-Tail Keywords:
Long-tail keywords are highly specific phrases that typically have lower search volume but higher conversion rates. They help you reach a more targeted audience. For example, instead of "running shoes," consider "men's red running shoes size 10."
4. Competitive Analysis:
Analyzing your competitors' keywords can provide valuable insights. Tools like SEMrush and Ahrefs allow you to spy on your competitors and see which keywords they are bidding on. You can then consider incorporating these keywords into your own campaign strategy.
5. Customer Feedback and Surveys:
Listening to your customers can be a goldmine for keywords. Pay attention to the language they use when describing your products or services. Conduct surveys to gather specific phrases and terms they associate with your business.
6. Use Keyword Research Tools:
Beyond Google's Keyword Planner, there are numerous keyword research tools available:
SEMrush: Offers competitive research, keyword tracking, and more.
Ahrefs: Known for its backlink analysis, it also provides robust keyword research capabilities.
Ubersuggest: Provides keyword suggestions and content ideas.
Moz Keyword Explorer: Offers keyword suggestions and in-depth analysis.
7. Review Search Query Reports:
Once your campaign is live, regularly review search query reports to identify terms that trigger your ads. This helps you discover new keywords and negative keywords (irrelevant terms to exclude).
8. Consider Intent and Funnel Stage:
Understand the intent behind keywords and where they fall in the buyer's journey. Keywords can be categorized into informational (research), navigational (seeking a specific website), and transactional (ready to make a purchase). Align your keywords with the appropriate stage of the customer funnel.
9. Organize Keywords into Ad Groups:
After gathering a robust list of keywords, organize them into logical ad groups. Ad groups ensure that your ads are highly relevant to the keywords you're targeting, which can improve Quality Scores and ad performance.
10. Use Negative Keywords:
Negative keywords are terms for which you don't want your ads to appear. They help refine your targeting and prevent your budget from being wasted on irrelevant clicks.
Keyword research is an ongoing process that requires continuous refinement and adaptation. By combining brainstorming, research tools, competitive analysis, and customer feedback, you can build a comprehensive list of highly relevant keywords. These keywords will form the foundation of your AdWords campaign and greatly influence its success. In the following chapters, we'll explore how to use these keywords effectively to create compelling ad campaigns and achieve your advertising goals.
