When a person wants to make a purchase, they take an action. In the context of digital marketing, it is about searching the internet for the desired product or service. By using the right keywords when creating a campaign, the target group and people mentioned above are targeted.
How to use keywords for Google Ads?
To begin with, what are the keywords? Keywords are words or phrases based on which ads are displayed to people who search for those words or phrases. When a potential buyer writes their search term to Google’s search engine, the keyword gets into the scene. Good analysis and use of the right keywords helps to target those who are more likely to become users of advertised products or services.
Choosing the right keywords is crucial when creating a keyword list. They help people show ads to people who are interested in products or services that are advertised, so they can improve the way the campaigns work.
Seven tips for creating a quality keyword list:
Think like a Buyer – When creating a keyword list, put yourself in the position of a user searching the internet to find the product or service that he or she is interested in. In addition, it’s important that these keywords describe the brand, the products, and use the advertised web. All of these contributes to the relevance of the ad and increases the chance of clicking on the same.
Organize keywords in categories – This kind of keyword organization, besides improving your campaign’s performance, also facilitates campaign management and account maintenance. Such an organization can be tailored to the brand that advertises, according to the model, the popularity of the product, and the like – it differs depending on the campaign.
Select specific keywords for specific audience targeting – Selecting specific keywords, the potential user identifies with the ad. For example, if an advertiser sells watches, using the keyword smart clocks will only target those who search smart clocks. To watch these watches with keyword clocks, a large number of potential customers targeting the classic hour watch would not be a target group and would not interact with the ad or worse, click on the ad and spend part of the budget and leave the web after which would realize that they sell only smartwatches, not the classic ones they are looking for.
Use general keywords to reach a larger audience – If the goal is to reach the audience as large as possible, while at the same time being relevant. This method probably brings a higher price of clicks since these words usually “compete” and the auctions involve a large number of different companies.
Use negative keywords – Negative keywords prevent your ads from appearing for words and searches that do not want your ads to appear. In addition, they reduce costs, and help show ads to people whom these ads need to show. For example, if you own a shoe store and only sell shoes, the negative keyword you will use will be the sneakers.
Choose the right number of keywords – Each ad group can have as many keywords as you want, but this is not good practice. It is recommended (by Google) to use up to 20 keywords in the ad group. It’s a good idea to use one keyword for one ad group. But if it’s a very similar keyword, then you can use them more, but make sure they’re relevant to ads in that ad group. It should be borne in mind that potentially misplaced words or variations of words such as singles and plurality should not be written, but ads will also appear for such variations.
Select keywords that will be relevant to the web or app that is advertised – besides increasing the relevance of your ads to the web, the relevance of the ad to the people you see is also increasing.