First of all, you should know that there are an estimated 3.3 billion queries on Google every day. There it is, a figure that leaves real potential for Google Adwords campaigns.We will now focus on the choice of keywords on Adwords, a fairly delicate part in the setting up the campaign since they will be decisive in determining the required budget. These choices also have an obvious impact on conversions (= results).
Choose your keywords is far from being a step to be overlooked or hasty, which is why it is necessary to take the time to study, to understand the issues and to adapt your choices according to the response and the Number of clicks.This test phase will necessarily generate useless traffic, but it will allow you to put keywords that don't suit you on standby. It is thanks to this data that you will be able to adjust your campaigns. Now we will focus on the essential points for adapt your keywords and thus put all the chances on our side to succeed in an Adwords campaign. [sc name="img-googleads-quiz-dark "]
Nothing better than getting into the heads of your future customers to find the right keywords for your campaigns. Start with a big brainstorming about everything related to your product or service, associated competitors and more generic words (such as the goals & solutions you provide) .During your keyword selection, be careful to use vocabulary that corresponds to that of your audiences. Your technical jargon and expertise in the field should not make you believe that everyone is at the same level of information as you. Then you can refine these ideas, eliminating those that you think are unsuitable according to the criteria that we are going to see now.
The search volume corresponds to the number of times the keyword is typed into Google each month. A volume that is too low means that the audience will be minimal, so your keywords will not reach a large audienceHowever, it is possible that the volume of some of your keywords is low if your product or service is part of a niche, it is not always bad in this specific case.
Competition is also a parameter to take into account, it corresponds to the number of competitors having (or wanting to) buy a keyword. The more valuable a keyword is in terms of competition, the higher its cost per click will be. This system is due to the auction technique implemented by Google, a method that competes all advertisers based on keyword demand. We will see in more detail in a future article this auction system on Google, and determining the price of keywords.
You will have understood it, the choice of your keywords is an important step in your campaign. These must directly correspond to what you sell, otherwise you will welcome visitors without ever seeing them again.The landing page is therefore also very important and must correspond to what your prospects saw on your Google announcement. This coherence between the ad, the keywords and the landing page will give you a quality score, which will allow you to reduce the cost per click and will improve positioning on Google Ads.
You should know that Google Control the broadcast ads based on searches. This will allow you to broadcast your ads to a more or less large audience. For this, there are four types of targeting :
So you have to manage to create a good mix of these matches on your keywords and to constantly monitor their impact, adjusting what doesn't always work.
This may seem unknown to you, but you should not neglect the stage ofexclusion of keywords, which could distort your campaign.Google Ads allows your ad not to be associated with certain keywords, which could generate unnecessary clicks (and therefore costs) that can be quite problematic, especially at the beginning of the campaign. For example, for many customers that we manage on a daily basis, we have ads associated with requests made by students. In order to avoid wasting budget unnecessarily, it is necessary to exclude certain keywords.
The bounce rate corresponds to the number of people who arrive on the site after clicking on the ad, but who leave without having visited other pages. A high bounce rate therefore means that your keywords do not necessarily correspond to the expectations of Internet users, so you will have to carry out adjustments to your campaigns.
This tool made in Google offers you several features that will allow you to do a first keyword selection, such as traffic forecasts, competition rate, monthly cost, and potential ROI according to your indicators (average basket and processing rate).
This tool of keyword research will give you an idea of the volume over the year, the average CPC and the competition as well. It is a SEO tool proposed by Neil Patel, it will bring you information similar to that of Google, with a different presentation.
This tool will allow you to analyze keywords used by your competitors. You will thus have an idea of the most used expressions in your sector of activity in order to choose the ones that are most suitable for you to broadcast your ads.
You will therefore have understood that the choice of keywords is an essential step in launching your Adwords campaign. There is no miracle model, the objective is to create a campaign that perfectly matches your product or service. The keywords will be selected according to the intensity of the competition, your products and your Landing pages. The goal is to find a balance between too specific keywords that will attract you a highly qualified audience, but weak, or keywords that are too vague that will bring you good more traffic, but less qualified. In the end, the final choice of keywords will therefore be based on your budget.