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● AdWords can propel your business onto the front page of Google's search results
● That's huge for your visibility online
● It is something that would otherwise be difficult to obtain without spending months or years on SEO and content marketing
Introduction
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Why Keywords Matter?● Why doesn't everyone use AdWords then?
Because it can cost a lot of money, and there's no guarantee of a return on your investment
● That's why keywords matter. They form the basis of any AdWords campaign
● Picking keywords is easy if you've got a big budget. You can simply pull out every keyword that's potentially relevant to your customers, and see how it performs
● But you may burn through a lot of money
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What is an AdWords Keyword?
● Keywords are the foundation of any AdWords
campaign
● Keywords are words or phrases that people search
for on Google
● AdWords ads are always matched to a keyword
● Let's say you provide web design services, so you
run an AdWords campaign using the keyword "web
design"
● To put it simply, that means that every time
someone searches for "web design" on Google,
your ad will show up
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Step 1: Get Specific About Your Offer
● When you're running an AdWords campaign, it's
best to focus on a single service or product
● Why? Because paid ads work best when they're
specific and relevant
● Focusing on a single product or service allows
you to create a landing page that's highly
targeted
● Therefore, you'll get a better conversion rate out
of your AdWords traffic
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Step 2: List as Many Keywords as You Can
● Keyword marketing is part art and part science, and this
step is on the art side of things
● Think what you’re potential customers might search. Put
yourself in their mind, and think of the words they'd use
● If your product or service may help them solve a problem,
How would they describe the problem in their own words?
● As you're on a budget, you're searching for the holy grail of
keyword marketing: the long tail
● Long tail is made up of keywords that aren't searched for
all that often, so you can bid a low price for them and still
have a good chance of having your ad displayed.
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Step 3: Call in Google to Help with Your Idea-Storming
1. Play with Google Autocomplete
Whenever you enter a search into Google, the search bar
will suggest several different ways to autocomplete the
search term. These suggestions are based on what's most
commonly searched for on Google, so using the
autocomplete is a great strategy for digging up long tail
keywords.
2. Look at Related Searches
Enter one of your keywords into Google, then scroll
down to the bottom of the page. You'll see a section
titled "Searches related to [your search term]". Voila,
more keyword ideas!
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3. Use Google's Keyword Tool
The AdWords Keyword Planner is a really handy tool for
discovering keywords. You can enter any keyword, and it
will show you how often that keyword is searched for,
and how much you'll need to bid to have your ad
displayed.
4. Check Google Analytics
The Google Analytics dashboard for your website will
show the keywords people are already using to find your
site. You could use these keywords in an ad campaign to
boost the traffic you get from them, or you could adjust
them slightly so you're not competing with traffic that
you're already getting.
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Step 4: Narrow Down Your Keyword Choices
Once you’ve tested your keywords through Google tests, you may come up with better ideasNow its time to narrow down your keyword choices
1. CostHow much you're willing to spend on winning a click with a particular keyword depends on two things. First, how much is a converting customer worth to you (think about their lifetime value, not just the first product they purchase). Second, what is the conversion rate of your landing page? For example, if the lifetime value of a customer is $1,000, and your landing page has a 1% conversion rate, then you must bid under $10 per click to make a profit on your campaign
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2. ReachChoosing keywords is a balance between cost and reach. Expensive keywords are likely to have a bigger reach, because more people search for them every month. But they'll also burn through your ad budget quickly. Lower priced keywords have a smaller reach, so they may not bring in the level of traffic you need.Choosing a wide range of long-tail keywords allows you to get your ad shown to a lot of people while keeping your costs down.
3. RelevanceAs previously mentioned, the keywords you select must be relevant to your offer. Google will penalize your ad if they're not
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Step 5: Test
● The best check for any keyword is to see how it performs
when its in the field
● From here, it's hard numbers that will help you make
decisions on keywords
● You need to notice:
o Is it getting clicks? If not, then it's either not relevant, your
ad copy needs work, or your bid is too low.
o How well is it converting into sales? Good conversion rates
show a keyword has potential. Try to boost conversion rates
further by adjusting your ad copy or landing page copy.
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Conclusion
● You'll want to hold onto keywords that lead to clicks and sales.
● You can also develop variations on your top performing keywords.
● As for keywords that don't perform, it's time to let them go. Bring in other keywords to test.
● It will take time to reveal the best performing keywords. Once you've find them, you'll have a constant stream of incoming customers. That's a huge return of investment for any business
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Contact Us
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