When you want to build a successful ad campaign, choosing the right keywords for Google Ads is critical.
Why are the right keywords so essential? Because not only do they determine how much traffic your ad brings in – they also determine the quality of the leads. Remember Google Ads are pay-per-click (PPC), so you only pay when users view and engage with your ad.
Strategy and preparation are key to success. But before we look at how to build campaign-boosting keywords for your next Google ads, let’s start with an essential question.
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What are keywords for Google Ads?
According to Google, keywords are “words or phrases describing your product or service that you choose to help determine when and where your ad can appear.”
Google Ads uses the data you provide (keywords) and the data users provide (words they use in their search) to determine who sees your ad.
Google’s algorithms always aim to provide the most relevant and valuable information to their users through high-quality search returns and ad placement. It’s essential to keep this in mind when choosing keywords.
1. Know who your customer is and how they think.
Before you can choose the right keywords for your Google Ads, you first need to know who your customer is, what they’re looking for, and how to get their attention. From pre-sale to post-transaction, think about what questions they’re asking you. What language do your customers use when they interact with your business?
It’s crucial to know what words potential customers will use when searching for your product or service. Since Google’s goal is to give users what they’re looking for, that needs to be your goal, too. Instead of using words or phrases that define your brand, choose words and phrases that people commonly use to search for products and services like yours.
You might use keywords like “high-quality athletic apparel” to describe your brand. But if people are searching for “women’s jogging pants,” they may not even see your ad.
2. Choose specific keywords.
Avoid using words that are too general or vague. Adding words that aren’t related to your ad but that generate lots of traffic will only result in higher costs – and it could negatively reflect on your brand since potential customers may feel misled.
Longer phrases are usually more targeted than single keywords. When you focus your PPC campaign on one product or service, choosing more specific keywords is easier. You’ll have a better chance of reaching your target audience by choosing specific, long-tail keywords.
3. Filter out low-quality leads with negative keywords.
Negative keywords prevent your ad from showing to people who are actively searching for something unrelated to your products or services. Since it costs money when someone clicks on your ad, you don’t want it to appear on low-quality searches.
By telling Google Ads what words or phrases to omit, you allow your business to reach the best potential audience. Negative keywords enable you to spend your campaign budget efficiently while avoiding wasting money on clicks that won’t convert.
Choosing the right keywords is about knowing your audience and what they’re looking for. Using specific phrases helps you build effective keyword chains, and negative keywords allow you to filter for better leads. Help Google’s algorithm get you in front of potential customers by putting these tips into practice.
Creating an effective PPC campaign is hard enough. But making sure you’re getting the most from your budget is almost impossible if you try to do it all on your own. Impact Group Marketing is a Google Partner, so our Google certified digital marketing team can create a PPC campaign that will maximize the return on your advertising budget. With IGM, there’s no minimum budget and no contracts – and our customers retain access to all campaigns and ad groups. Contact us today to learn more!
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