Stop wasting money. Use these keyword research tips.

1 Jul

Dee Jardine

Google Ads is an online market place filled with opportunity, but only if you can effectively target your audience. It’s important to pick your keywords wisely to make sure you get in front of customers who might actually make a purchase, rather than those with different intentions.

If you aren’t sure what we mean by any of the below check out our previous Adword’s blogs, Getting started with Adwords and Adword’s jargon busting.

Selling a dress should be simple. Bid on the keyword “dress” right?

Wrong! Firstly as so many competitors are bidding on the keyword “dress” it will cost you around 68p per click. If for every 20 people who click on your ad one purchases a dress at £10.00, it is costing you £13.60 to sell the dress.

Secondly, the keyword “dress” is not very specific. You might be selling a ladies “little black dress” yet your ads are showing in front of those searching for a child’s dress, men’s formal dress shirt, or dress fabric.

Thirdly, your target customer might not be searching for a “dress” they might prefer to type into Google “cheap dresses for going out”. Try to think like your customer and do your research.

So how do we find keywords that work?

At Navajo Talk we start with the Google Adword’s Keyword Planner Tool to generate keyword ideas and figure out what we can afford to bid on with a client’s budget.

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We select the “search for new keyword and ad group ideas” option and enter as many relevant keywords we can think of.

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We then click “Get ideas” and Adwords generates lists of related ad groups and keywords we might like to bid on. We usually choose to view the keyword ideas rather than ad group ideas to keep things specific to our own campaign.

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As shown above we try to pick keywords that our customers are searching for but that are also relevant to our budget. You can also get keyword ideas and track your performance against competitors with the use of Keyword.wordtracker.com.

You can choose which keywords you want to add to your plan on Google Adwords, however we find it much easier to tweak match types, bids and sort ad groups with Adwords Editor. So we usually download the suggested keywords to an Excel CSV, and once we’ve chosen the keywords we like export them to Adwords editor. You can download Adwords editor for free if you don’t already have it.

What do you mean by tweaking match types?

We’ve been over this in our getting started blog in more detail. The match type decides how accurately your keywords need to be typed to show up for a user’s search. You can choose between, broad, phrase and exact match. Broad match, as it suggests, gives you the opportunity to get in front of a larger audience, however it might result in a lower click-through rate, more irrelevant clicks, a higher bounce rate and wasted money!

Exact match however means that if a customer types your keywords in another order, or with something additional before or after they will not see your Ad. Phrase match is the happy medium and in most cases for us the preferred type, it allows for your Ads to appear in search when a user’s queries includes more words before or after your phrase. We highly recommend pairing exact or phrase matches with negative keywords to increase the relevant click through rate.

Downloading Adwords Editor allows you to simply select the match type you want, but if you’re not going to use it you’ll have to get familiar with the below symbols and edit your keywords accordingly.

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What are negative keywords?

As illustrated in the above table negative keywords are those terms that we don’t wish our ads to show for. Seeing as we are selling a little black dress, we don’t want our women’s dress to show in the search results for formal dress, as people will click on the ad, costing us money, to then click straight back out of it when it fails to meet their needs.

You can also use negative keywords to avoid appearing in the searches of those who have no purchase intent, e.g. those looking for advice, freebies or a job.

How do I know if my keywords are working?

Review you keywords on a daily basis once your ads are up and running to check how effective they are. If the bounce rate is high, check the wording of your ads to make sure it is not misleading, and check your landing page to understand why it is not meeting customer’s needs. For example if your advert is for a little black dress but when your customer clicks on it they are sent to a full product listings page they will be frustrated and click straight off your website.

Click through rate gives an indication of how enticing your ads are to customers. If your click through rate is below 1% take a look at your ads to see if they could be written more persuasively or would be more effective in a different rank/position. You might need to adjust your bid.

Keep an eye on your costs, are you making a return on investment or are you spending so much on a single click that you are failing to make any profit from the sales you are making. Reducing your bid or picking less popular keywords will reduce your audience but may increase effectiveness.

I’m typing in my keywords, why can’t I see my Ads?

Google will try to spread your budget throughout the day; therefore your ads are being shown, just not for every search. We recommend not searching for your own ads are this will reduce the click through rate of your ads. Google Adwords allows you to view ad with the ad preview and diagnosis tool, which will not affect your statistics.

In the Google Adwords dashboard, the clicks, average ad position and search impression share stats are all far better indicators of how your keywords are performing. So stop searching and start analysing.

 

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One Response to “Stop wasting money. Use these keyword research tips.”

Trackbacks/Pingbacks

  1. Why your ads are not getting results! | Digital Marketing NI Blog - July 23, 2014

    […] your head, people are often searching for terms you might not have thought of.  As shown in our previous blog, use Google keyword planner as a tool to find a wider range of keywords to target. It’s often […]

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