How to Develop an Effective Keyword Strategy for AdWords

March 2016

How to Develop an Effective Keyword Strategy for AdWords

When it comes to paid online advertising, you’ll find that Google AdWords ranks very high on the charts. It’s easy to use, and thanks to Google’s position as the number one search engine in the world, it’s very effective. However, you can’t rush blindly in here. You need to have a game plan in place before you ever post an ad. One of the most important components of that game plan is your keyword strategy. How do you develop the right one?

Research

Before you do anything else, you need to conduct keyword research. Google’s free keyword tool is invaluable in this. All you have to do is input topics or even product types relevant to your business, and the tool will return keywords, their search frequency and the amount of competition for each.
In addition to researching keywords, you need to take a look at your competition. That doesn’t necessarily mean the business on the other side of town doing the same thing you are, though. Rather, it means taking a look at the companies that are bidding on the same keywords you want to target. What companies rank highly for the keywords you’re interested in using? What does their copy look like? How well-developed is their website? These are the businesses you’ll have to beat (or at least equal) to effectively target those keywords.
Finally, you need to research your audience. Hopefully, you know a good bit about them already (they’re your bread and butter, after all). What are their pain points? What are the most effective words that will incite curiosity in that specific audience? Use this information to inform your strategy.

Long-Tail Keywords

Technically, this falls under keyword research but it deserves its own entry. You can’t afford to focus solely on short, direct keywords. You need to use long-tail keywords as well. This can help ensure that your ad copy is relevant, and can save you some money on your PPC costs, as well. For instance, rather than focusing on “flower delivery”, you might choose to use “flower delivery in Cornwall” or “antique sofas and chairs”. Google’s keyword tool is an ideal filter for identifying long-tail keywords that can be used to ramp up your results.

Grouping Keywords

You should take advantage of AdWords’ grouping capacity. This allows you to sort your keywords semantically into specific groups. You’ll find creating your ad copy is much simpler when you do this (it’s more logical than just using single keywords). You also gain a better click-through rate, and your ads will have a higher quality score from AdWords, which boosts visibility. It can also lower your costs, and you’ll find that any help in that area is vital, particularly if you’re planning to run a longer campaign.

Limit Your Keyword List

There’s a temptation to use as many keywords as possible, but it’s important for those just starting out to use a short keyword list instead. This makes creating copy simpler, and also aids in tracking your results.
Creating an effective keyword strategy doesn’t have to be frustrating. Just remember these basic tips.

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