Tips for Effective Keyword Research
If you’re a marketer or advertiser, paid ads via PPC marketing strategies are likely a large part of your digital marketing strategy. Further, if you are running PPC campaigns, you’re likely focusing the majority of your efforts on Google.
Why?
Well, because it’s by far the largest search engine globally, boasting over 90% of the entire search engine market share and growing… That’s a lot of eyes!
In order to succeed in advertising, you must seek to achieve the highest ad rank possible. Not only is this necessary to get in front of the most eyes, but without it, you’ll likely be deemed irrelevant, if not totally non-existent by online consumers.
Think about it…
When you search for something on Google, how often do you scroll past the first page of results? Likely never, right?! This, in short, is an illustration of how ad ranking works and why it’s so important.
One necessary step to achieving a high ad rank? You guessed it, successful keyword integration. How is successful keyword integration achieved? Through effective keyword research…
3 Tips for Effective Keyword Research
While understanding how to curate an ad is the first step, learning how to improve upon what you’ve created is the most important part of improving your ad rank. What is meant by this? Simply put, if you’re looking for ways to improve ad rank, you need to learn how to execute effective keyword research.
There are several ways to execute effective keyword research, thus improving your ad rank, some are quite elementary while others are more complex and systematic…
In what follows, however, we’ll be sharing with you three broader tips on how to approach any strategy and execute effective keyword research so that you can achieve a higher ad rank during your Google ad campaigns.
Define Your Campaign Goals
Before actually adventuring into the research itself, it’s important to first set campaign goals so as to have a roadmap to success.
While this tip isn’t directly related to keyword research itself, it’s an imperative step that will result in greater alignment of the keywords that you choose with respect to your campaign objectives and the intent of your target audience.
Use Google Keyword Planner
As the name suggests, the Google Keyword Planner is an effective and useful resource for receiving keyword suggestions and ultimately building out your keyword strategy. The best part? It’s free to use!
Not only does the Google Keyword Planner suggest effective potential keywords and ad groups but it also recommends ad bids and budgets, as well as allows you to forecast how your ad will perform by using such keywords and keyword phrases.
Study Keyword Metrics
Contrary to what you might think, not all keywords are valued the same. This is largely illustrated by two primary metrics; search volume and cost-per-click when using said keyword.
Though it’s important to have high search volume keywords, it’s just as important to have more niche keywords as well. Ultimately, finding the right balance of keywords through keyword research is essential to the success of your Google ads campaign.
