Keyword research is one of the most important aspects of running a successful Google Ads campaign. It involves finding the most relevant and high-performing keywords that potential customers are searching for and then using those keywords in your ad campaigns. This can help improve your ad relevancy, click-through rates, and ultimately, your return on investment.
To effectively conduct keyword research for your Google Ads campaigns, there are several basic steps you need to follow. Let’s explore these steps in more detail and learn how to optimize each step to ensure a successful campaign.
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Understand Your Business Goals and Objectives 🎯
The first step in conducting effective keyword research is to understand your business goals and objectives. What are you hoping to achieve with your Google Ads campaign? Are you looking to increase website traffic, generate leads, or drive sales? Understanding your goals will help you identify the most relevant keywords to target and create campaigns that align with your business objectives.
For example, if your goal is to generate leads, you might target keywords like “request a quote,” “get a free consultation,” or “schedule an appointment.” However, if your goal is to drive sales, you might target more product-specific keywords like “buy now,” “discounted pricing,” or “limited-time offer.”
Develop a List of Seed Keywords 🌱
Once you have a clear understanding of your business goals, the next step is to develop a list of seed keywords. Seed keywords are the primary keywords you want to target in your ad campaigns. They should be relevant to your business, products, or services, and reflect the language your target audience uses when searching for them.
For example, if you run a plumbing business, some seed keywords might include “plumber,” “plumbing services,” “leak detection,” or “emergency plumbing.”
Use Keyword Research Tools 🔍
To expand your list of seed keywords and find additional relevant keywords, you can use various keyword research tools. These tools will provide you with additional keyword ideas, as well as data on the search volume, competition, and estimated cost-per-click for each keyword.
Analyze Competitor Keywords 🕵️♂️
Analyzing competitor keywords is another essential step in conducting keyword research. This involves identifying the keywords that your competitors are targeting in their ad campaigns and determining which ones are performing well.
To analyze your competitor’s keywords, you can use tools like SEMrush or Ahrefs to conduct a competitor analysis. These tools will allow you to see which keywords your competitors are targeting and their ad copy and landing pages.
You can then use this information to identify gaps in your own keyword strategy and find new opportunities to target keywords that your competitors are not currently targeting.
Consider Long-Tail Keywords 🐌
In addition to seed keywords, it’s essential to consider long-tail keywords when conducting keyword research. Long-tail keywords are longer and more specific keyword phrases that typically have lower search volume but higher conversion rates.
For example, instead of targeting the broad keyword “plumber,” you might target a long-tail keyword like “emergency plumber in Los Angeles.” This will help you target a more specific audience and increase the chances of conversion.
Use Keyword Match Types 🔗
Using keyword match types is another important aspect of conducting keyword research. Keyword match types determine how closely a user’s search query must match your targeted keyword for your ad to appear.
There are several types of keyword match types, including broad match, phrase match, exact match, and negative match. Broad match will show your ad for any search query that contains your keyword, while the exact match will only show your ad for the exact search query.
Using the appropriate match type for each keyword will help ensure that your ad is only shown to users who are searching for exactly what you’re offering, which can help improve your click-through rates and conversion rates.
Check Search Volume and Keyword Difficulty 🔎
Checking the search volume and keyword difficulty for each keyword is also essential in conducting effective keyword research. Search volume refers to the number of times a keyword is searched per month, while keyword difficulty refers to how difficult it is to rank for a particular keyword.
You want to target keywords with high search volume and low keyword difficulty, as these keywords are more likely to bring in relevant traffic and leads. Tools like Google Keyword Planner, SEMrush, and Ahrefs can provide you with data on search volume and keyword difficulty for each keyword.
Refine Your Keyword List with Negative Keywords 🚫
Negative keywords are another important aspect of keyword research that can help you optimize your ad campaigns. Negative keywords are keywords that you don’t want your ad to appear for, as they’re not relevant to your business or can result in unwanted clicks.
For example, if you’re a plumbing business, you might want to add negative keywords like “DIY plumbing,” “plumbing jobs,” or “plumbing training,” as these keywords are not relevant to your business and can lead to unwanted clicks.
Refining your keyword list with negative keywords can help you reduce wasted ad spend and improve the overall performance of your campaigns.
Group Keywords into Ad Groups 📑
Grouping your keywords into ad groups is another important step in conducting keyword research. Ad groups are groups of keywords that are similar and can be used to create targeted ad campaigns.
For example, if you’re a plumbing business, you might group your keywords into ad groups like “emergency plumbing,” “residential plumbing,” or “commercial plumbing.”
Grouping your keywords into ad groups will help you create more targeted ad campaigns that are relevant to your audience and can improve your click-through rates and conversion rates.
Continuously Review and Optimize Your Keywords 🔁
Finally, it’s essential to continuously review and optimize your keywords to ensure that your ad campaigns are performing at their best. This involves monitoring your ad performance, analyzing your keyword data, and making adjustments as needed.
For example, if you notice that certain keywords are not performing well, you might want to adjust your ad copy or landing pages to improve their performance. Alternatively, you might want to pause or remove keywords that are not performing well and focus on those that are generating the most leads and conversions.
By continuously reviewing and optimizing your keywords, you can ensure that your ad campaigns are always relevant, engaging, and effective in reaching your business goals and objectives.
In conclusion, conducting effective keyword research is essential in running a successful Google Ads campaign. By following the basic steps outlined above, you can develop a comprehensive keyword strategy that will help you reach your target audience, generate leads, and drive sales. Remember to always stay up to date with the latest trends and best practices in keyword research to ensure that your campaigns are always optimized and performing at their best.