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.
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.
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.
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”).
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.
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.
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.
