Google Ads can be very tricky if you're not sure what keywords will work for your campaign. Finding relevant keywords and phrases will ensure that your pay-per-click ad is found by the right people looking for products and services just like yours.
1. What makes a good keyword or phrase?
Keywords and phrases should be very specific and relevant to your business. Google rewards relevance, because their bottom line is to make it a user friendly experience. It’s not just about paying to get to the top of the list. Your keywords should tie in directly with your content and website. When someone types your keywords into Google, they should be looking for a business exactly like yours. Those are usually the people that will convert once they click on your ad.
2. What are your customers looking for?
Put yourself in your customer's shoes. If they are searching for a product or service like yours, which words and phrases would they type into Google search engine? Make sure the words are relevant.
3. Make sure it all matches
Your keywords and phrases should be closely linked to the wording in your ad. Be sure it matches exactly the words and phrases you use on your website or landing page.
4. Be specific and targeted
Avoid using terms or words that are too general. Don’t be tempted to add keywords that are not related to your ad but that generate lots of traffic. Using single keywords can often be too generic, whereas two or three-word phrases are usually more targeted.
5. List different variations of your keywords
Your customers may use different terms for your product or service. So always list variations in your keywords. These might include synonyms (such as agency or company), product names, and even alternative spellings as well as singular and plural versions. You can even list common misspellings.
6. Use Google’s keyword planner tool to get ideas
To get ideas for keywords and expand your list, you can use Google's Keyword Planner. All you have to do is submit a keyword or URL, and choose relevant and high-ranking words from the results. Once the tool has generated some initial ideas, you can then enter the best words and phrases to generate even more specific ideas.
7. Language and location targeting
You can change language and location settings to ensure your adverts appear in front of the right people. Always make sure your location reflects where you do business. Depending on the location of your customer base, you can set territories, countries, regions, cities or even smaller catchment areas. Customised targeting is very precise. Your ad will only appear to customers who are searching for results in an area that you specified — such as everyone within ten miles of your business premises. This is ideal for small local shops or restaurants, for example.
8. Understand keyword matching options
Google offers four ways to match keywords: broad, phrase, exact and negative match. Use of punctuation when you input your keywords indicates which type of matching you want.
Broad match is Google’s default setting for all keywords. Your ads may be triggered when someone searches for any words that include your keywords. So if your keywords are ‘air conditioning and maintenance’ then your ad may appear if someone types in ‘air maintenance’. You do not have to use any kind of punctuation to specify that a keyword is broad-matched.
Phrase match is more tightly targeted. Your ad only appears when someone types in a phrase that contains your entire keyword phrase. So if someone types in ‘website design and development’, your ad will be triggered. Use quotation marks to indicate that your “keywords” need to be phrase-matched.
Exact match goes another step further. Searches must be identical to your keyword phrase. To get an exact match put your [keyword phrase] in square brackets. With exact match, you may get higher click-through rates as your ad only appear when searches are specifically relevant to your business.
9. Remove "negative" keywords
Removing “negative” keywords is a useful way to stop irrelevant searches triggering your ad. Add a minus sign before a keyword so that it is specifically excluded. You may find that the name of your company or one of your products is also the name of something entirely unrelated to your business. In this case use negative keywords to rule them out by adding words that are connected to them, not you. Or if your a dental office looking for patients, you may want to exclude the word "job", so you're not receiving clicks from people looking for work.
10. The Value of Keywords
To calculate the value of your keywords over the course of a month, the following formula with the information collected in the above steps will help. Multiply the total number of clicks to the website for the keyword in question by the conversion rate of the landing page for that keyword. This will give you the estimated number of users that converted from that keyword in Google Search.
Proper keyword set-up is generally the rule of having good success with Google Ads and not spending fortunes on unwanted clicks that have no relevancy.