How to choose keywords for Google promotion?

At present, this Google promotion series is continuously updated. The content involved will be discussed in more detail and with more text. You may feel tired reading it. Please understand!

How to choose keywords for Google promotion ?

Choosing your budget and keywords is half the battle.

Now that you know what range you want your maximum Google Ads keyword price to be in, it’s time to identify some keywords.

Put yourself in your client's shoes. If you wanted to buy a wedding dress online, what would you type into the Google search bar?

Type "wedding dress" accurately?

In Google Ads Keyword Planner, enter your keywords and set your target country. You will see the monthly search volume for the keyword in that region, as well as the average CPC for each keyword.

From this you can see that in the United States, 12,100 people search for “wedding dresses online” every month, but the CPC for ads for this keyword is almost $0.55-$1.30.

Start with a brand search

These words will help you get easy conversions from customers who are already looking for you through your product or brand name.

The downside is that if your brand isn’t well-known, this is only a very small market to promote. Instead, you need to seek more attention from people who haven’t heard of your product and brand yet.

How to expand keywords?

For example, “marketing automation consultant” might be too specific and have too little search volume. So, you can move upstream a little bit by discovering other related keywords that already have huge search demand.

SEMrush is another great tool for keyword research.

You can use tools like SEMrush to spy on your competitors. You can see who else is bidding on these same terms you’re researching, and even see what ad copy they’re using to target this phrase.

So if you type in “Wedding Dresses Online,” you can also export their Google Ads copy.

The keywords you choose are important. However, you also need to consider its match type

Let's say you want to hire an "Engineer". There’s just one problem…

When you start sifting through the early Google results, you’ll find that many engineers are incorrect.

You need "Software Engineers". However, you get "Electrical Engineer", "Civil Engineer", etc.

Your problem isn’t just the keywords you choose. But more specifically, the match type you're using.

Google Adwords has three main match types:

Broad : Your keyword can trigger your ad to show on searches for that phrase, similar phrases, singular and plural forms, misspellings, synonyms, stemmings (like "floor" and "flooring"), related searches, and other relevant variations.

For example, if you add "hats" as a broad match keyword, Google Ads will try to show your ad on searches that include the word "hats" or similar words. Your ad could appear for searches related to 'straw hats,' 'sun hats,' and 'hat sizes.' Broad match keywords can help you reach the widest audience.

Phrase: Your ad may appear when a user searches for the phrase you specify, even if it's preceded or followed by one or more other words. The order of words is important when using phrase match, which means that if a user inserts additional words into the middle of your keyword, your ad will not appear.

For example, if you add "soccer shoes" as a phrase match keyword, your ad might show for searches such as "red leather soccer shoes," "buy soccer shoes on sale," and "red soccer shoes." Your ad won't show for searches such as "shoes for playing soccer," and "soccer sneaker laces."

Exactly: Your ad will appear when a user's search intent exactly matches your keyword. or close variants thereof.

For example, if you add "women's shoes" as an exact match keyword, your ad may appear when users search for the following terms: "shoes women", "women's shoes", "women's shoes", "women's shoes", but your ad will not appear when users search for the following terms: "red women's shoes", "buy women's shoes".

Such a broad match will attract as many people as possible, but with the least precision.

Generally, you need a balance of all three to get the best benefits. Too little and you’ll never be able to scale your business. Too much, and you’re paying too much for spam clicks.

Here's how you would write each match (note the punctuation used):

Broad: +Software +Engineer

Phrase: "Software Engineer"

Exact: [Software Engineer]

Using a combination of the three match types will ensure you get the best results for your search terms.

This is critical because when you bid on a keyword, you are actually paying for the search term.

These are the words people use when they type into Google and your ad appears.

That's why, if you didn't use the right match type before, you'd start getting a bunch of random, yet somewhat related results for "Civil" and "Electrical" engineers.

So, under the Keywords tab, you can look for the Search Terms report and see all the terms you’re currently paying for (even if you haven’t necessarily added them to any campaigns).

What if you don't like these search terms?

What if they are completely irrelevant and you are just wasting a ton of money paying for these bad clicks (like the previous "Civil" or "Electrical" clicks)?

You need to exclude them by adding them as negative keywords .

Later in this Google marketing guide, we’ll discuss a “maintenance” routine to perform regularly so that you can catch all those bad keywords before they destroy your budget.

But now, you can simply “tag” certain keywords in your campaign so that your ads will essentially never show for them again.

All of these negative keywords will be placed in a list that is built over time. So after a few weeks you will start filtering out all the junk and catching it before it can cause serious damage.

This means your ads should only show good stuff. The ROI of your campaign should actually increase over time.

The other half of determining how much you'll pay is the competition you'll be facing.

Author: Overseas Promotion Jack

Source: Overseas Promotion Jack