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.
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.
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.
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.
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.
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.
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.
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.
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.
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?
Don't limit your focus to just the primary keyword. Explore long-tail keywords too, as they often have low competition, making it easier to rank and establish authority. Categorize keywords based on intent, such as informational, commercial, and transactional, to align your ads with users' search intentions and maximize relevancy.
Consider seasonality when planning your keyword research. Keyword Planner's forecasts are based on the last 7-10 days of search data, adjusted for seasonality. This means that if you're planning a campaign for a product or service that has seasonal demand, you'll need to factor that into your forecasts. For example, if you're selling Christmas lights, you'll want to make sure you're targeting keywords that are popular in the fall and winter months.
One tip I would share when teaching a marketer how to use Google Ads Keyword Planner is to leverage the power of the search term report. While Google Ads Keyword Planner provides valuable keyword suggestions, it's essential to validate them against real user behavior. By analyzing the search term report, marketers can gain insights into the actual keywords people are using to find products or services. This helps refine the keyword strategy and ensure it aligns with user intent and search trends. For instance, if the search term report reveals that users are frequently searching for "high-performance running shoes for women," it presents an opportunity to tailor the ad campaign with specific ad groups and targeted messaging. By aligning the keywords to match users' search intent, marketers can optimize their Google Ads campaigns for better performance and relevance.
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.
The first thing I would teach my colleague how to use Google Ads Keyword Planner is how to install the plug-in. You can find the plug-in on the Google Ads website. It is easy to install and very useful. It allows you to easily analyze the search volume and cost per click of different keywords. The plug-in also shows you the performance of your ads and allows you to easily create new campaigns and ad groups. I would also recommend using the keyword research tool in Google AdWords. It allows you to easily create a list of keywords related to your business. You can use this list to create targeted ads that are likely to be more successful.