AdWords is a marketing platform that lets you bid on keywords and display ads in the search results.
Keyword research is undoubtedly one of the most important aspects. Identifying relevant phrases to the products or services increases views and generates more conversions. Perhaps one of the biggest mistakes that business owners make when first starting a PPC campaign is bidding on keywords that are too broad.
Let’s say your business revolves around selling furniture.
So you create several landing pages based off the categories on your site such as dining chairs, sofas, wardrobes, and lighting fixtures. You then bid on the keyword “furniture” and monitor the campaign. As your campaign progresses you undoubtedly get thousands of impressions but few conversions.
The reason why is simply due to relevance.
Someone searching for “furniture” is still in the early stages of the buying cycle and researching their options. But someone searching for “outdoor patio wicker furniture” is far more likely to convert as they know exactly what they want to buy. While these types of keywords may not generate as much traffic as broad ones, they tend to generate far more conversions.
Here we provide more information about long tail keywords and how to identify them for your PPC campaign.
Google processes billions of search queries on a daily basis. A large majority of those searches are actually long tail keywords which are highly specific phrases. In fact, long tail phrases account for approximately 70% of all search traffic:
Here are examples of head, mid, and long tail keywords:
Head keywords tend to be extremely competitive and are simply not worth attempting to rank at the top unless you have a sizeable budget to work with. Bidding on long tail keywords is a far more attractive strategy. You will be targeting customers who are further along the buying cycle and searching for the products or services your business offers.
Another advantage of long tail keywords is their lower cost:
Bidding on long tail keywords is not only cheaper but it also generates a higher return for each click. So how do you actually find them? Here we uncover several sources to help you mine long tail keyword suggestions for your marketing campaigns.
At the bottom of Google’s search results is a section that displays related keywords:
Type in several of your main keywords to identify long tail queries that are actually being searched for.
Another invaluable resource is the auto-suggest feature that automatically populate as you start typing into the search field:
Keywords that are displayed in the related keywords auto-suggest sections are actual term that others have searched for. Perform several queries to identify long tail keywords that you can use in your campaign.
Forums are another invaluable resource to identify keywords. Many also allow you to sort by most popular threads so you can see what others are actively discussing.
Using these techniques as described above can help you identify relevant long tail keywords you may have never even thought of in your PPC campaigns. Armed with this information you will be far better prepared to identify those keywords that drive more conversions at a lower cost per click.
In the next section, we cover how to optimize and improve your PPC ads.
Here is an example from a forum on aquariums: