Why Keyword Research Is Crucial for Successful Google Ads
Google Ads, the behemoth of online advertising platforms, has changed the way businesses connect with their target audiences. Competition is fierce, and user behaviour constantly evolves, so the importance of thorough keyword research cannot be overstated.
It serves as the compass that guides your PPC campaign towards success, ensuring that your ads are seen by the right audience at the right time. We are claiming that keyword research is the cornerstone of any effective PPC strategy and that dedicating ample time to this critical phase can make all the difference in online advertising. We think you’ll agree with us by the end of this article!
What is keyword research?
Keyword research is the fundamental process through which you delve into the minds of online users, uncovering the popular search terms they type into search engines like Google. It’s the art of identifying phrases your target audience uses to seek information, products, or services online.
However, keyword research is more than compiling a list of commonly used terms. It’s about strategically integrating these keywords into your content to help it rank on search engine results pages (SERPs). When executed adeptly, this strategic keyword placement better positions you to appear higher in the SERPs, where users are likelier to click on your content. In essence, keyword research is the cornerstone of effective Search Engine Optimisation (SEO), enabling your website, blog posts, or advertising campaigns to align seamlessly with the online search habits of your desired audience.
How to find good keywords
The Google Keyword Planner Tool is your invaluable ally in the quest to identify and select the right keywords to bid on for your PPC campaigns. It functions as a virtual treasure chest of information, offering valuable insights into the vast universe of search queries performed on Google.
The keyword planner tool allows you to start by entering keywords related to the products or services you offer. It then generates a comprehensive list of keyword ideas that are relevant and tailored to your niche. This initial step is crucial in ensuring that your campaign targets the precise phrases potential customers use to find your offer.
- You’ll have insights into the search volume for each keyword. This data helps you gauge the popularity and potential reach of specific terms, allowing you to prioritise keywords with higher search volumes to maximise your campaign’s impact.
- You’ll be able to see which keywords your competitors are bidding on. Understanding your competitors’ keyword strategies can provide valuable intelligence to refine your own strategy and potentially gain an edge in the market.
Pro tip: Negative keyword research is the mirror image of keyword research. It involves identifying search terms irrelevant to your products or services that might trigger ads. By pinpointing these irrelevant keywords, you save your budget from being wasted on clicks that won’t lead to conversions.
An estimation of traffic volumes
The average monthly search volume data provided by Google Ads shows how often users search for those keywords within a given month. This information is vital because it estimates the potential impressions your ads can receive if you bid on those keywords. For instance, if a keyword has a high monthly search volume, you can anticipate that there will be a substantial number of opportunities for your ad to be displayed to users searching for that term.
Understanding the search volume for each keyword allows you to allocate your budget wisely. Keywords with higher search volumes typically require more budget allocation to maximise exposure. Conversely, keywords with lower search volumes might need smaller budgets but can still be valuable if they’re highly relevant to your niche.
While the average monthly search volume tells you how many times a keyword is searched for, you can further estimate the number of clicks your ads might receive by factoring in your bids and expected Click Through Rates. For example, if you’re bidding competitively on a high-volume keyword and have a strong ad with a good CTR, you can expect to capture a significant share of those clicks.
Setting the right budget
We recommend adjusting your keyword bids for direct control over the volume of clicks and the associated costs. The dynamic bidding system empowers advertisers to fine-tune their keyword strategy and make informed decisions about their campaign budget.
By increasing the bid amount, you can secure higher ad placements on the SERP, increasing visibility and click potential for that keyword. Conversely, lowering the bid can reduce your ad’s visibility and lower the cost per click CPC. Adjusting bids also helps you evaluate the cost-effectiveness of each keyword. By experimenting with different bid levels, you can determine whether certain keywords are too expensive for the desired return on investment. By experimenting with different bid levels, you can determine whether specific keywords are too expensive for the desired return on investment. This insight is invaluable for refining your keyword strategy and allocating your budget efficiently.
If you find that certain keywords consistently yield high costs with minimal conversions or do not align with your campaign objectives, you can make data-driven decisions to remove or pause them from your campaign. This prevents your budget from being drained by keywords not delivering results.
Invest the time in quality keyword research
Keyword research offers insights into user behaviour and helps businesses lay the foundation for strategic content creation, ensuring that the right eyes see ads at the right time.
Since Google Ads empowers advertisers with the tools needed to master keyword research and bid management, combining these elements creates campaigns with a better chance of reaching the desired audience. Consider keywords and bids as the compass that guides your successful online advertising campaigns, and work on engaging copy that promotes your products and services. Best of luck!