Want More Clicks? Master Keyword Targeting
Keywords in search ads are specific terms or phrases used to align your ads with user searches on search engines like Google or Yahoo! By selecting and registering keywords that potential customers are likely to use, your ads appear whenever someone searches for these terms. The relevance of keywords includes not only exact matches but also synonyms. Advertisers must register keywords on platforms like Google Ads or Yahoo! Ads, along with the linked landing page.
The visibility of your ad is based on multiple factors like keyword relevance, ad quality, and the bid price. If multiple ads are using the same keyword, a ranking system determines which ad appears higher based on these factors.
What to Do Before Selecting Keywords for Search Campaign?
Before selecting keywords, it's essential to thoroughly prepare. Here are three important steps:
1. Conduct In Depth Interviews (Hearings)
Firstly, you need a comprehensive understanding of your product or service to choose the right keywords. Gather insights from sales teams or knowledgeable stakeholders to understand your product's characteristics, target audience, strengths, and weaknesses. Additionally, collecting customer reviews and social media feedback can reveal insights you hadn't considered.
By conducting both primary interviews (with actual users) and gathering "1.5-stage" information (from social platforms and review sites), you'll gain a fuller picture of what matters to your customers.
2. Competitive Analysis
In search ads, it's crucial to emphasize your company's unique selling points. Start by analyzing your competitors-what do they offer, and how does your product stand out? For instance, you might compare prices, delivery times, or unique product features.
To formalize this process, consider using frameworks like 3C Analysis (Company, Customer, Competitor), SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats), or Porter's Five Forces to pinpoint your business's competitive advantages.
3. Target Needs Analysis
Understanding your audience is the key to effective keyword selection. By creating personas (fictional representations of your ideal customer) and customer journey maps, you'll be better equipped to select keywords that resonate with potential buyers.
Personas should cover both demographics (age, location, income) and psychographics (personality, values, hobbies), as psychographics are closely tied to search behavior and keyword relevance.
Customer journey maps further enhance your understanding by visualizing your customer's journey from awareness to purchase, helping you select the right keywords for each stage.
How to Select Keywords?
Then, completing these preparations, you can begin the keyword selection process. Here's a step-by-step guide:
- 1. Decide on the Main Keyword
Your main keyword should reflect the core search term your audience uses. For instance, if you sell beds, your main keyword could be "IKEA Bed" or "Single Bed."
- 2. Collect Sub Keywords
Sub Keywords expand the scope of your search. For a bed related product, sub keywords might include "beds that reduce back pain" or "soft beds." These variations help target niche searches.
- 3. Use Keyword Tools
Tools like Google's Keyword Planner can generate keyword ideas based on your website. It also provides key metrics like average monthly search volume, competition level, and estimated cost per click (CPC), which helps in choosing the right keywords.
- 4. Set Keyword Match Types
To control when your ad appears, select keyword match types like broad, phrase, or exact match. This ensures your ads are displayed in response to the most relevant queries.
- 5. Exclude Irrelevant Keywords
Use negative keywords to prevent your ads from appearing for unrelated searches. This helps refine your ad placement and reduce unnecessary clicks.
In conclusion, by following these steps you'll be well on your way to developing a successful keyword strategy for a search campaign, ensuring that your ads appear for relevant searches and drive meaningful results.