Keyword Research for Google Ads

1. Understanding Keywords

• What is a Keyword?
  A keyword represents the search terms potential customers type into search engines like Google. These are the phrases you bid on in Google Ads to trigger your ad.
  Example: If you sell washing machines, keywords might include “buy washing machines” or “best front-load washing machine.”
• Types of Keywords:
  • Short-Tail Keywords: General terms with high search volume but lower conversion rates (e.g., “washing machines”).
  • Long-Tail Keywords: Specific phrases with lower search volume but higher conversion rates (e.g., “best energy-efficient front-load washing machine”).
• Keyword Intent (Search Intent):
  • Informational: The user is gathering knowledge (e.g., “How do washing machines work?”).
  • Navigational: The user is looking for a specific brand or website (e.g., “LG washing machines”).
  • Transactional/Commercial: The user is ready to buy (e.g., “Buy Samsung washing machine online”).
    Keywords with high buyer intent are often lower in the AIDA funnel (Desire & Action stages) and yield better results.

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2. Finding Keywords

• Google Keyword Planner:
  • Navigate to Tools & Settings > Keyword Planner in Google Ads.
  • Use “Discover New Keywords” by entering a broad keyword (e.g., “washing machines”).
  • Analyze metrics like search volume, competition, and cost-per-click (CPC).
• Using Competitor Websites:
  • Paste a competitor’s URL into Google Ads (under “Find Keywords from Website”) to see keywords relevant to their site.
  • Example: Input a competitor’s washing machine product page to uncover terms like “best front-load washing machines” or “washing machines under $500.”
• External Tools:
  • SEMrush: Offers detailed keyword data, including search trends, volume, and difficulty.
  • Tip: Use SEMrush’s 7-day free trial to explore themes and keyword variations without cost.

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3. Organizing Keywords

• Categorize by Themes:
  • Group keywords with shared traits (e.g., keywords about “energy efficiency” vs. “front-load vs. top-load”).
  • Example: “Best washing machines for small apartments,” “compact washing machines,” and “energy-efficient washing machines” go into an “Energy Efficiency” theme.
• Remove Duplicates:
  • Use spreadsheet tools like conditional formatting to highlight and delete repeated keywords.
• Separate Low-Intent Keywords:
  • Move informational or question-based keywords (e.g., “How do washing machines work?”) to a Negative Keywords list.

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4. Using Keyword Match Types

Match types determine how closely a user’s search query must align with your keyword for your ad to appear:

• Broad Match (default):
  • No symbols (e.g., washing machines).
  • Triggers ads for loosely related terms (e.g., “how to fix washing machines”).
  • High impressions, low precision. Suitable for large-budget campaigns or exploring new keywords.
• Broad Match Modifier:
  • Add “+” before each word (e.g., +washing +machines).
  • Ensures both terms are in the query but allows for any order (e.g., “machines for washing clothes”).
• Phrase Match:
  • Use quotation marks (e.g., “washing machines”).
  • Shows ads when the exact phrase appears in the query (e.g., “best washing machines”).
• Exact Match:
  • Use square brackets (e.g., [washing machines]).
  • Ad appears only when the exact keyword is searched (e.g., “washing machines” but not “buy washing machines”).

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5. Creating Negative Keywords

Negative keywords prevent your ads from showing for irrelevant searches, saving you money:

• Example: If you sell premium washing machines, add “cheap” as a negative keyword.
• Negative Keyword Match Types:
  • Broad: Blocks any query containing the term (e.g., “cheap washing machines”).
  • Phrase: Blocks exact phrases (e.g., “washing machines cheap”).
  • Exact: Blocks specific queries only (e.g., [cheap washing machines]).
• Add these in the Google Ads Negative Keywords section under Campaign Settings.

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6. Organizing Keywords in Google Ads

• Ad Groups:
  • Create separate ad groups for each keyword theme to improve ad relevance and targeting.
  • Example:
    • Ad Group 1: Front-Load Washing Machines.
    • Ad Group 2: Top-Load Washing Machines.
    • Ad Group 3: Energy-Efficient Washing Machines.
• Spreadsheet Formatting:
  • Compile keywords in spreadsheets.
  • Use tools like MergeWords to automate adding match-type symbols.

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7. Best Practices

• Target Long-Tail Keywords: Focus on specific, high-intent keywords to improve conversions.
  Example: Instead of “washing machines,” target “best 6 kg washing machine for families.”
• Review Performance Regularly: Monitor click-through rates (CTR) and conversions to refine your keyword strategy.
• Combine Tools: Use multiple tools (Google Keyword Planner, SEMrush) to create a comprehensive keyword list.
• Experiment and Optimize: Start with exact and phrase match keywords for control, then expand with broad match for discovery.

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