Google’s search campaign option is one of the most interesting platforms to advertise with. While seeming simple due to its text-based layout, creating a good search network campaign requires quite some technical knowledge, followed by the logical tasks of writing a solid ad in less than 270 characters.
One of the most important things you need to do with that sort of a campaign is picking the right keywords for your needs, and here are some of them.
A keyword needs to be as relevant as it can. For example, if you’re selling courses, you might think that the word “course” is great. Even though it makes sense, this word alone can be used for so many searches that aren’t related to your expertise – Here’re some example:
[Irrelevant topic] Course
If you teach surfing courses, you should focus on that topic. If you’re teaching them in a specific location or way, you should also look for relevant keywords of that kind (i.e., “Surfing courses in Chicago,” “Surfing Basics Course on Zoom,” etc.
Even if you are on the top spot for every search for a generic keyword, you’ll still suffer from clicks that won’t give you anything instead of watching your budget burn away.
Well, the equation is quite simple, even though some people will miss it: Competition stands for how many users have declared that keyword in their campaigns, and nothing more than that.
Many people think that high competition means higher prices. Still, the truth is that you can find low competition keywords for ridiculously high prices while having the opposite in the high competition ones. Try to find as many low-competition keywords as you can see, but even if you find some relevant keywords with a high competition rate, don’t forget to check the next step.
How much are they willing to pay? This question can determine if your campaign will succeed or not.
By knowing the bid, you can take an educated guess if the keyword is relevant. Maybe the maximum is 2$, and you have no problem offering 3$? That way, you’ll almost guarantee the top spot, at least until your competitors will notice something’s changed.
Blank, Pluses, Quotation Marks, or Brackets? This question may seem weird for someone who doesn’t use Google Ads, but we already know that those characters have quite a deep meaning and impact on your results.
It’s no shame to check a few combinations and see what works best, and be sure not to tighten up your search terms for a specific keyword and wonder why your receive the low search volume error.
Picking up the most appropriate terms is nice, but who said that people would use them? A good search campaign manager knows that he needs to add slang into his research, even if it means typos, grammar errors, and more linguistic horror.
Think about your target audiences and what they usually think, and the answer will reveal itself, granting you at least one or two fantastic concepts that can be proved as beneficial.
One Keyword, Many Rules – Google Ads!
Each of those principles should be applied to your keywords, and if it seems challenging – We’re here to save you the hassle. We specialize in complex Google Ads campaigns, and if you need one, be sure to contact us on the matter.Back to homepage