Your customers are trying to find you, are you targeting the most searched words and phrases that your ideal customer would use to find your business?
Clever keyword research can reveal missed opportunities and expand your audience reach. It may even reveal that your assumed keywords are unsuitable. Your customers may use different language than you expected or your chosen terms may have low traffic or too much competition.
In lesson 2 of this AdWords Quick Fix crash course, we’ll show you how to use the AdWords Keyword Planner tool to dominate keyword research for more conversions and less spend.
Let’s get started.
You know the drill: Pop in your products/services and see what AdWords suggests. But are you missing a trick by rushing?
By taking the time to provide as much information as possible, AdWords can offer more relevant suggestions.
Add your landing page URL and category. This will help the keywords align with your landing page copy and AdWords’ database of industries can reveal new opportunities you might have overlooked.
Never neglect entering your target geographic location. Search volume and dialect can vary across different countries and regions.
Still struggling to get the perfect keyword list? Take advantage of the keyword filter options. If you’re after low competition or high traffic terms or want to search by bid estimation, you can specify this.
Try including negative keywords if you want to ensure relevancy but be careful not to over restrict the tool’s suggestions initially. This could prevent profitable keyword ideas from showing.
Now you’re getting the best suggestions possible from the Keyword Planner but how can you really enhance your ROI?
If few people search for your keyword you’re limiting potential traffic. A keyword may seem relevant but always check the average monthly searches column to see how valuable it is.
It’s expensive to maintain a good position if your keyword is competitive. Look out for keywords with decent search volume but low to medium competition.
The keyword planner also shows estimated bid amounts. Competitor behaviour may affect this but if you start off targeting a broad range of expensive terms, your budget will be eaten more quickly.
Look for keyword suggestions which expose an untapped niche. These are subjects of user demand that have yet to be taken advantage of by competitors. Keywords with high search volume, lower competition and low CPC are very profitable. If you can build content and campaigns around untapped niches you should have positive ROI.
Unfortunately, it’s not always so easy.
Niches are very rare gems these days because many companies utilise decent keyword research, so you need some elite profitable keyword tips to win at AdWords.
Always be relevant. That is the single most valuable piece of AdWords advice there is. You may be choosing all the most popular search terms but it doesn’t mean they are really relevant to your unique offering.
Irrelevant keyword lists are one of the biggest reasons small business fail on AdWords.
Don’t bother targeting loosely related keywords that seem popular. They are a waste of money because they aren’t from your ideal users. Vaguely related keywords will not convert as well as hyper relevant ones but they can still be expensive.
Only choose the keywords most relevant to you, your product, your landing page copy and your ad copy. Relevancy matters more than search volume because if users don’t find what they’re looking for they won’t convert. Remember good traffic isn’t worth much if it doesn’t convert.
This will aid your relevancy strategy. The fewer keywords per AdGroup, the more focused they can be and therefore more relevant to the ad copy.
High intent means a user is ready to convert e.g. ‘buy SEO software’. These terms are profitable because they’re likely to convert more quickly. Some keywords may have high search volume but fail to indicate high intent i.e. research stage terms.
Niches and high intent are great but profitability sometimes means keeping costs down. To do this in a competitive industry you may need to play the long game and create your own niche.
Build brand awareness around cheaper terms. It will be slower but if you target ultra-relevant keywords with low volume, you can work on creating buzz around these terms and eventually create a new trend in search.
Your budget is finite and competitors may have more funds. The trick is to balance your account with campaigns dedicated to….
The first is good for traffic but expensive, so try to focus on only the most relevant ones and weed out those that don’t convert for you.
Any high convertors are a top priority for the best bids. Balance these with brand awareness campaigns and low CPC campaigns. Remember you don’t have to target all these keywords at once. Smaller, more focused campaigns can deliver great conversions and keep costs down, so try promoting your top sellers first.
Armed with these advanced strategies you’re ready to see real returns from profitable keywords.