Vital Steps to Follow to Pick the Right Google Ads Keywords

This article is a must-read for digital marketers that want to learn what the best practices are for selecting keywords that will generate a healthy return on your investment (ROI).

Choosing the right keywords for your Google Ads campaign is critical to its success. The right keywords will help you attract the right customers and get the most out of your budget. Meanwhile, the wrong ones will show up on those who show no interest in you in the first place.

Choosing the right keywords for your Google Ads campaign is critical to its success. The right keywords will help you attract the right customers and get the most out of your budget. Meanwhile, the wrong ones will show up on those who show no interest in you in the first place.

So, to ensure that your keywords are bringing in plenty of opportunity and keeping your audience happy, here are some vital steps you must follow to pick the right Google Ads keywords:

Step 1. Know Your Audience

Before you can choose the right keywords, you need to know who your target audience is. This is an incredibly important step, as understanding your customers is the first step to the solution that your company provides. 

  • What are their needs and wants? 
  • What are their interests? 
  • What prevents them from purchasing? 

Once you know your audience, you can start to think about the keywords that will appeal to them. Our team at In Front marketing takes the time to create buyer personas for your business, as this establishes a baseline journey. Understanding your audience will determine the geographic, demographic, pyschographic and behavioral segments. These factors are important when creating your keywords. 

Step 2. Do Your Research

Once you know your audience, it’s time to do some research. Start by brainstorming a list of potential keywords. Then, use a keyword research tool like Google’s Keyword Planner to get ideas for related keywords and to see how popular they are.

There are a variety of ways to approach Keyword Research, as every agency is different, yet these are the primary factors that we like to use:

  • Define – What are the topics? What is the user intent? Do we have a ladnding page? What is the seed keyword?
  • Brainstorm – Do we understand the mindset of our customers? Is there low-hanging fruit? What is the keyword list showing? Who are the competitors? 
  • Filter – Do you have a target keyword? What is the volume? What keywords will serve your purpose the best? Cut out the fillers and provide curated content. 
  • Inspect – Are you researching the volume to look for fluctuations and delining volumes? What are the rankings for your keyword list? 
  • Prioritize – Have you establish your primary keyword? This should realistically be ranking for your website. What is your secondary keyword? This should have a good balance of volume and keyword difficulty. 

Step 3. Consider Your Budget

When you’re choosing keywords, it’s important to consider your budget. Some keywords are more expensive than others, so you’ll need to decide how much you’re willing to spend on each one.

Your maximum cost per click (max CPC bid) is the most that you are willing to pay for a click on your ad. With proper management you may influence the amount of traffic your ads receive, which can in turn impact your Return on Investment (ROI).

With Google Adwords, you have the ability to set an average daily budget. This is great for clients that utilize a monthly spend over a daily spend. 

Step 4. Consider Your Goals

What are your goals for your Google Ads campaign? Do you want to increase brand awareness? Drive traffic to your website? Make sales? Once you know your goals, you can choose keywords that are likely to help you achieve them.

Creating your goals for your campaign will also depend on which type of campaign you are using. 

Below breaks out the options you have:

Search Campaigns:

  • Sales – drives sales or conversions. This would be the start of hte purchasing or conversion process. 
  • Leads – Encourages customers to engage or express interest in your products or services by signing up for a newsletter or submitting a contact form. 
  • Website traffic – this shows an intent of informational purposes. Assisting in the research or informational purposes.

Display Campaigns

  • Sales – Drives sales or conversion from a customer whom is ready to purchase. Typically customers are further down the funnel as they are hoping to make a purchase or utlize a service.
  • Leads – Encourages customers to engage with your products or services. Typically engages them with a Call-to-Action. 
  • Website traffic – Driving potential customers to your website. Works as a point of contact to establish brand awareness. 
  • Brand Awareness & Reach – Increasing impressions and introducing customers. 

Shopping Campaigns

  • Sales – Drives sales or conversion online. Engaging with returning users who are close to making a purchase decision. 
  • Leads – Encourage relevant customers to engage with your products or services.
  • Website traffic – drives potential customers to your website.

Video Campaigns

  • Sales – Customer engagement via online, in store or app
  • Leads – Encourages customers to engage based on your services or products by providing their contact information
  • Website traffic – Drives customers to your website 
  • Product & Brand Consideration – encourage your customers as they are researching or products 
  • Brand Awareness & Research – open your website up to a wide audience, and increasing their relevance.

App Campaigns

  • Drivces App installs and engagement with an automated campaign to showing ads. Utilizes Google Search Network, Display Network,  Google Play, within our apps and on YouTube.

Performance Campaigns

  • Sales – Customer engagement via online, in store or app
  • Leads – Encourages customers to engage based on your services or products by providing their contact information
  • Website traffic – Drives customers to your website 
  • Product & Brand Consideration – encourage your customers as they are researching or products 
  • Brand Awareness & Research – open your website up to a wide audience, and increasing their relevance.

Step 5. Match Your Keywords to Your Ad

Once you’ve chosen your keywords, you need to match them to your ad. Make sure your ad is relevant to the keywords you’ve chosen and that it includes at least one of your keywords.

Broad match – Ads may show on searches that relate to your keywords. This would be considered top of funnel, providing information to your audience. As you curate the content, these search terms become more transactional, as you build your brand loyalty. 

Robyn to create infographic – Keyword Intent Funnel (Informational, navigational, commercial, and transactional) 

There are four different match types for Google Ads keywords: broad match, phrase match, exact match, and negative match. The match type you choose will determine how closely your ad is matched to the searcher’s query.

Step 6. Group Your Keywords

Grouping your keywords into ad groups can help you better match your ads to the searcher’s query. It can also help you stay within your budget by allowing you to bid more on the keywords that are most important to you.

This is often overlooked when creating your campaigns. By creating tight keyword adgrgoups, it allos your overall performance to increase. Organized keyword adgroups improve your accounts relevance, which increases your quality score and lowers your cost per click. 

By segmenting your keywords, you will be able to create the most successful and cost-effective campaigns.

Step 7. Set Your Bids

Once you’ve chosen your keywords and ad groups, it’s time to set your bids. How much you’re willing to pay for each click will determine how often your ad is shown. Of course, stick to your budget!

Step 8. Monitor Your Results

Once your campaign is up and running, it’s important to monitor the results. After all, you won’t truly know if your campaign is doing well if you don’t know what kind of results it gives you. Plus, with such information, you can improve your keyword usage to maximize performance.

Conclusion

By following the tips we’ve shared above, you stand a much better chance of reaching out to the right people that want to know about you and what you have to offer. 

That being said, if you are having trouble picking the right keywords for your Google Ads campaign, be sure to work with a professional. With their help, you can maximize your Google Ads campaign results, giving you the success that you dream of enjoying.

In Front Marketing offers results-driven solutions to help businesses make better use of their online presence. If you are looking for Google Ads services in Calgary, reach out to us today!

John McColman administrator

If you want to pick someone’s brain for anything from social media to display advertising, pick John's. Today, John’s putting businesses in front of millions of users and he can do the same for your business.

Tags

Content Creation, Google Ads, Marketing Strategy