If there ever were ranking by importance of the tasks while you set up an Adwords search campaign, I shall rank ‘Keyword research’ as the no.1. It will not be incorrect if we say that keyword research process is the very foundation of you Adwords search campaign, the basis of which decides the traffic to your website, the cost incurred per click and very much overall performance of your search campaign.
Now that we know how important it is to perform a thorough keyword research, let us look at few important pointers that highlight the approach for an effective keyword research and also few practical tips around the same.
Starting from Scratch
If you are new to Adwords and don’t know how to perform a keyword research, or you know multiple ways to perform keyword research but do not know which one is the most effective, panic not. Before starting with keyword research it is important for you to know few aspects of the business/client you are setting up the Adwords campaign for. What are the products/services offered, what is the demographic of the target audience, what main keywords are present on the website are, and what search queries best define the services offered by the business. This is the penultimate task that you must perform in case you wish to list the most relevant keywords for paid search campaign. The idea is to understand what kind of search query a user will enter in search engine if he/she wishes to enquire/purchase your services.
Decide the Range of Keywords
While we perform keyword research process (More about which we will discuss later) it is important to know what range and scale of keyword is suitable for your Adwords account. In other words, you need to decide how many keywords to use, of what level of specificity and of what match type (Also about which we will be discussing soon). One of the ways to help you decide this is to look at your allocated budget and the estimated cost associated with the keywords. If your daily budget is single digit, it will not be of any use to run plethora of keywords, however relevant the keyword variations may be. The most usual yet useful approach is to start with most generic keywords which are few in number but carry a highest degree of relevancy. These keywords shall generate sufficient early stage traffic to your website and also a fair conversion rate. Always good to start small!
Relevancy is the Strong Link
If you have been running Adwords, you would know the backbone of a strong Adwords campaign is RELEVANCY (Capital letters so that you know how important it is). Within context of keyword research, you would ideally wish to run only those keywords which are 100% relevant to your client’s business. Unfortunately only Google and its marking system, known to us all as quality score, should decide the true degree of relevancy of your keywords and hence it is advised to run the keywords which are fairly relevant instead of absolutely relevant. It simply means to run multiple variations of keywords and not just a few seed keywords. This example may explain it : For a website selling shoes, running only two keywords – ‘buy shoes’ and ‘ shoes online’ shall not suffice, but adding keywords such as ‘buy shoes online’ , ‘best quality shoes’ , ‘purchase shoes online’ , ‘buy trending shoes’ shall help you maintain a good relevancy as well as generate impression.
All said and done, it is also imperative to use these keywords in your text ad copies so that a strong link of relevancy is created between your keywords, ads and landing page.
Oh Yes, The Match Type!
Before we discuss about this part, let me clear that there is no perfect combination of keywords and its match types that will yield the ideal results for you. Meaning, it depends on the advertiser and their marketing goals to decide which keyword match type best suits your goals. If we are to follow the advice in earlier discussion, to start small, it is encouraged to use broad match modifier and/or phrase match type keywords. This, combined with a sufficient bid amount (To show your ads on first page) will ensure your ad is eligible to show for maximum search terms derived from your broad match modifier keywords. Although it is best practice to use exact match type keywords, it shall not generate sufficient traffic to your website which you expect in early stages of your campaign.
One school of thought is to use all three match types: Broad (Mostly broad match modifier), phrase and exact. This allows you to virtually cover maximum of traffic and also compare the performance at match type level so as to pause / bid up the keyword.
Search Terms are Most Eligible Keywords
The fundamental idea to perform a keyword research is to list the keywords which will increasingly and exactly match with the target search queries. Ideally speaking, you should have all the search terms that a user shall enter to find your services as exact match type keywords. As we cannot do so at the launch stage of campaign, it is advised to compile them after your campaign generates enough clicks. Fortunately, Adwords provides you all search terms for which your ad was shown and clicked upon, listed under search terms tab. This is the gold mine you should be looking for and choose the most relevant, conversion producing search terms that show higher intent of buying at a lower average cpc. Search terms happen to be your second and all further steps in keyword research after the initial one during the setup of campaign; hence it is best practice to keep adding eligible search terms in your campaign from time to time.
As we now know, keyword research is an ongoing process and hence you should always be watchful of what type of keywords are active, what are top performing, which are poor performing and which should be paused. The tips we spoke about, we will discuss in our bonus post next time.
If you want us to perform a comprehensive keyword research for your Adwords account, get in touch!