When it comes to adding new keywords to your account, there are key indicators that signal a great opportunity. It’s important to note that if you have an unlimited budget, you’ll need to add new keywords continuously. Indicators for adding new keywords: 1. Increased budgets: If impression share isn’t a limitation, new keywords can help maximize your budget. 2. Specific requests: Consider client or boss requests for new products, keyword themes, or modifiers. 3. Competitive research: Explore sites like SpyFu or study competitors’ websites to find high-performing keywords and expand your list. 4. Search Query Reports: Analyze reports to identify conversion trends and fill any keyword gaps. Also, assess your account and ask, “What’s missing?” Overlooked words or phrases can be found with a fresh perspective. Have someone else review your account too.
Keyword Planner's suggestions are a gold mine of inspiration for both PPC ads and your organic campaigns. You can use the Keyword ideas tab to get a better understanding of similiar searches for the original keyword you input. Along with recommending keyword ideas, the Keyword Planner will give you additional data such as average monthly searches, three months and year over year changes, and competition.
I'm using the Google Ads Keyword Planner tool to identify trending topics inside our niche. When you open the Keyword Planner and set your keywords around your topic or niche, identify relevant phrases where the 3-month change trend is going upwards significantly besides the YoY growth. Use these keywords to write articles full of examples and with your own insights to start ranking for the relevant keywords in a few days. Let's say we are a product agency and want to showcase our work to those seeking solutions: https://capture.dropbox.com/R1eYLIyYl2uxmqX1 We can then write high-quality articles around these topics, full of insights and personal touch. With this technique, we were able to target these topics or keywords with well-written articles on our blog - The SaaS Founder - that started to bring in stable traffic in 1-2 weeks after publishing them. Many of these articles have been generating stable traffic for several months now.
One tip I would share when teaching a marketer how to use Google Ads Keyword Planner is to focus on long-tail keywords. Instead of targeting broad and highly competitive keywords, look for specific and descriptive long-tail keywords that are more likely to attract qualified and relevant traffic. Long-tail keywords usually have lower search volumes but higher intent, meaning they can drive more targeted traffic and potentially result in higher conversion rates. By targeting these specific keywords, marketers can optimize their campaigns for better results and reach a more engaged audience.
While keywords and trends are readily available on various dashboards, it's possible to make occasional mistakes or misinterpretations. To ensure effective spending, it's crucial to assess the overall picture by considering trends and offline business factors. Instead of increasing the budget during non-peak periods, it's wise to periodically analyze and adjust spending based on trends. Additionally, you can enhance the value of your unique keywords by promoting them offline through other marketing and communication materials.
Google's keyword planner is known for their inaccurate costs when compared to running actual real-world ads. A better idea is to look at the competitions past ad spend to see what they were paying for this or a similar keyword. It will give you a better idea no what to expect when you take a campaign live.
Data Scientist, Digital Marketing & Leadership Consultant for Startups at Consorte Marketing
Answered 3 years ago
When using Google Ads Keyword Planner as a marketer, think about where the customer is in the funnel. At the top of funnel, your keywords will generally be broader. Think about the customer segments you want to make aware of your product, and use keywords they're likely to search for. At the middle of the funnel, use keywords for people who are aware of your product but not quite ready to buy. At the bottom of the funnel, use more specific keywords that indicate an intent to buy. Plan your bids according to your targeted return on ad spend (ROAS) and adjust based on results.
My main tip is after you type in a few keywords and Google Keyword Planner brings back a whole bunch of keywords, go to the refined keyword section on the right. If it doesn't make sense to include branded keywords, which a lot of times it doesn't, I like to deselect all of the brands, and any other refined options that don't make sense for what you're trying to do. It'll make the list a little bit smaller so when I export it, I don't have to filter them out at the next stage.
From my perspective in PPC, one often overlooked option in Google Ads Keyword Planner that adds an extra layer to keyword mining is harnessing the potential of the "Refine Keywords" feature. This powerful option significantly aids in refining keyword research and identifying the most valuable keywords for campaigns, whether paid or unpaid. It enables marketers to filter keywords based on competitor brand terms, specific words, or even exclude certain words for which they do not wish to check the keyword search volumes, all before downloading the suggested keywords. Furthermore, Google Keyword Planner presents an extensive list of keywords, which can be overwhelming for marketers to thoroughly review. Therefore, I recommend prioritizing the selection of keywords with more than three words. These long-tail keywords often indicate higher intent and possess greater relevance for website marketing objectives.
When spending money on paid search, it is crucial to focus your keyword lists on those with transactional intent. This means if you are a footwear store, then look at the keywords like "buy new shoes" or "where to buy sneakers." While they can bring traffic to your site, informational keywords are not worth spending ad dollars on. Instead, collect the top performing ones and build content on your site around them so the information is available. But focus your paid advertising on the keywords that will convert into sales.
When it comes to using Google Ads Keyword Planner — the forecasting tool is incredibly valuable way of calculating what a business' potential ROI is going to be. The most important tip for marketers to keep in mind is to be careful with what match types you are using when using the forecasting tool. Keyword Planner will default to broad match, which can often overstate your results by a significant amount (as broad match keywords give Google a lot of autonomy to match your ads to various other search terms). A supplementary tip I would add in relation to the previous suggestion, would be try and use an industry average conversion rate for your projections. You could gather this data from Google Analytics to look at current conversion rates from organic search, or other such marketing activities, otherwise try and research online what the average website conversion rate is for that specific industry. These two suggestions allow for the accurate forecasting of Google Ads.
Now, let's talk about the story's real hero - keyword relevance. You've got the tools, but what about the fuel? The success of your Google Ads campaigns hinges on one key thing: the relevance of your keywords. It's not about who's got the most keywords but who's got the most relevant ones. Quality over quantity, my friends. Imagine you're selling sports shoes. Sure, you can target keywords like "footwear" and "shoes," but where's the magic in that? Those keywords are as generic as a plain white tee. Instead, be specific - "women's running shoes," "men's basketball shoes," or "kids' football shoes." Now, we're talking. This is where the magic happens. Keyword relevance ensures your ads are showing up for the correct search queries, attracting the right audience. It's like sending out exclusive invitations for your party - you wouldn't want party crashers, would you?
As an experienced marketer, I would advise you to leverage the power of Google Ads Keyword Planner to maximize the effectiveness of your campaigns. Here's a valuable tip to make the most of this powerful tool: Focus on Long-Tail Keywords: Rather than solely targeting broad, competitive keywords, prioritize long-tail keywords. These are longer and more specific phrases that are highly relevant to your products or services. Long-tail keywords often have lower competition and higher conversion rates, enabling you to reach a more targeted audience and increase your chances of driving qualified traffic to your website. By incorporating long-tail keywords into your campaign strategy, you can uncover hidden opportunities and optimize your ad targeting. This strategy allows you to connect with potential customers who are actively searching for precisely what you offer, ultimately boosting your ROI and driving more qualified leads.
As a CEO, if I were teaching a marketer how to use Google Ads Keyword Planner, one important tip I would share is to focus on relevancy and specificity when selecting keywords. The Keyword Planner is a powerful tool for identifying relevant keywords that align with the target audience and business objectives. It's essential to choose keywords that accurately reflect the products, services, or content being promoted. To do this, I would recommend starting with a broad keyword related to the business or campaign. Then, using the Keyword Planner, I would guide the marketer to explore related keywords and refine the list based on relevancy and search volume. The goal is to find keywords that have a significant search volume but are also highly relevant to the target audience. Moreover, I would advise the marketer to consider the specificity of the keywords. Long-tail keywords, which are more specific and targeted phrases, can often yield better results. T
To effectively teach a marketer how to use Google Ads Keyword Planner, one invaluable tip would be to utilize the "exclusion" feature. This feature allows marketers to exclude specific keywords from their search results, ensuring that only relevant and targeted suggestions are provided. For instance, let's say you're advertising a luxury travel agency targeting high-end clients. By using the exclusion feature, you could omit keywords such as "budget," "discount," or "cheap," thereby preventing irrelevant suggestions that may attract less desirable customers with a lower spending capacity. This tip is particularly beneficial for marketers looking to narrow down their keyword selection and focus on attracting a highly specific audience.
Encourage the marketer to use the Google Ads Keyword Planner tool as a strategic planning resource to identify new niches and opportunities for their business. By exploring related keywords and search terms, the marketer can expand their reach and potentially tap into new markets. For example, a marketer selling organic skincare products can use the Keyword Planner to identify related keywords such as 'natural skincare' or 'vegan skincare,' which can help them target new audiences. This approach goes beyond basic keyword research and encourages the marketer to think creatively and strategically about their business growth.
Google Ads Keyword Planner is a great tool because you can build keyword lists from a single keyword and your website. Start your website this will identify keywords that are already available to you, these will make up your core keywords. One of the biggest mistakes is trying to narrow down your keywords too early. From these core keywords, you can expand to identify medium- and long-tail keywords that are being underserved by your competitors.
One tip I would share when teaching a marketer how to use Google Ads Keyword Planner is to focus on long-tail keywords. Long-tail keywords are longer and more specific phrases that people often use when they have a clear intention or are closer to making a purchase. These keywords usually have lower search volume but higher conversion rates. By targeting long-tail keywords in your Google Ads campaigns, you can reach a more relevant audience and improve your chances of attracting qualified leads or customers. The Keyword Planner tool can help you identify these long-tail keywords by providing insights on search volume, competition, and other relevant data. When using the Keyword Planner, enter broad or generic keywords related to your product or service. Then, analyze the suggested long-tail keywords and choose the ones that closely align with your marketing goals. Incorporate these keywords into your ad copy, landing pages, and campaign targeting to optimize your Google Ads.
When teaching a marketer how to use Google Ads Keyword Planner, it's important to stress the importance of collaborating with other departments such as SEO to ensure a cohesive keyword strategy that aligns with overall digital marketing efforts. By working together, marketers can optimize their keyword strategy for maximum impact and consistency across all channels.
The tip I share while teaching how to use Google Ads Keyword Planner is how to track CPCs. Pay-per-click campaigns are more effective when you use information like cost per click (CPC). The Keyword Planner makes this easy by providing insights into historical averages, helping you identify cheaper alternatives.