Your search engine marketing campaign is destined to fail if your selected keywords don’t closely match the search words and phrases customers use to find businesses like yours. For instance, if you’re a local toll manufacture in Worcester, MA , broad keywords like “tools” won’t help you connect with your target audience.
So how can you identify the best search keywords for your Google Ads? These simple tips and tools will help you save time, choose wisely and get the most value for your budget.
Take advantage of Google’s free search advertising tools.
Google has several great, free tools to help businesses plan AdWords campaigns:
Google Trends showcases Google and YouTube’s top global trends (and the search terms people used to find them).
Google Correlate (within Google Trends) can help you gain insight into how search terms work in various locations or during seasons of the year.
Keyword Planner (available to those with an AdWords account) lets you drill down into how competitive each keyword is (in other words, how many other businesses are already using that term for their campaigns), helping you find keyword combinations that won’t get lost amongst the roar of bigger brands.
To select the right keywords for your campaign, think about the words your target customer would (and wouldn’t) use to find a business like yours. For instance, more people now search for businesses near their city, neighborhood or street, so those terms can help you win business in your area. Filtering out terms that don’t apply by adding “negative keywords” can also help you better hit the bullseye. For instance, that aforementioned tool manufacture might add the negative keywords “cheap tools” or the name of major brands they don’t carry.
Then test and refine.
Still feeling hesitant about your selected keywords? A small sample campaign, with a set, limited budget and time frame is a great way to test your selections. Even a few hundred impressions can help you learn enough to tweak and refine before a more robust campaign. During every campaign, review your dashboard to decide what needs to be updated for next time.