Search Ads are one of the best ways to promote goods and services on the internet. The people who type queries in the search bar are your target audience, and they’re the most interested in purchasing. It is really easy to convert them into leads. You just need to pick the right keywords and your ads will be shown for relevant queries.
We will show you how to choose the appropriate keywords, avoid mistakes, and not waste your budget.
Rules for compiling a list of keys
Amount of keywords: There is no exact number of requests to rely on. The key thing is the correct analysis of keywords on your topic. To analyze the search queries and create a list of keywords, use Google Planner.
Google’s planner tool shows you how often people search about a product using certain queries and how their interests and, accordingly, their queries change over time. You can also find out the price of each key and, based on the information received, create a budget for your Ad Campaigns.
You can also study what your customers are searching for by using Google Trends. This also helps you understand which queries are trending, and which ones are just gaining popularity and growth.
High-frequency keywords are the most expensive and the ones with more competition.
Broad and exact match: Broad matching covers more search queries and user intent. Ads are shown in all related searches. This is both a plus and sometimes a minus, depending on your niche. Sometimes the ads appear in searches that have nothing to do with the main keyword.
Phrase matching is more accurate as the ads will only be seen by the user looking for your product or service.
For example, “sneakers” are a broad-match.
“Running shoes” it’s a phrase matching.
Exact Matching is perfect as it identifies the target audience. i.e.: “women’s running shoes.”
Negative words: To prevent your ads from showing up for irrelevant searches, exclude a few relevant words like “what is this”, etc. For example, if you’re selling headphones you can exclude the words “discussion” as it will not show your ad for users that are not ready to buy.
Typically, negative keywords are general and informational queries, so you can go ahead and exclude all information keywords from your ad.
Updating key queries
The list of keywords needs to be updated and updated. Analyze your keywords like this:
- Are all the keywords relevant right now? Maybe some of them are that important anymore.
- Analyze the most efficient keywords versus the worst ones.
- Review your keywords regularly to determine which queries are underperforming and reducing your budget.
- Study trends and see what new keywords you can add to your Ad Campaign.
- Check your list of removed keywords. Maybe a few of them can be re-added to the Ad.
You can also use some platforms to improve your process. For example, SpyWords to analyze your competitors.
Conclusion
The effectiveness of advertising depends on how well the selected keywords are and how accurately they match the queries. Do your homework and research the keywords even 10 times if neccesary.