Google AdWords campaigns can be an amazing source of traffic for your website, but without diligent keyword research, cost-per-click expenditures can quickly add up, and low quality keyword bids can tank the return on investment that your campaign achieves. Below are 5 tips to maximize your Google AdWords keyword research.
If you’ve got a website that has been around for a while, your analytics data can be a great source of keyword research. Locate the keywords that have resulted in conversions for your website, take note of your conversion rate, and figure out if you can run a profitable campaign for that keyword based on the estimated CPC. If the economics work out, you’ve got a profitable, risk-free keyword opportunity.
Keyword search volumes and competition levels can change by the month or the season, so it is important to consider temporal factors when performing research and managing your campaign. Tools like Google Trends and Google Insights can help you measure keyword popularity over time and spot trends to predict increases or decreases in search volume.
If you are working in a competitive industry, chances are very good that your top competitors have already spent a ton of hard-earned money trying to figure out what keywords work and what keywords do not work. Go through the search engine result pages for a variety of popular keywords and take note of which competitors are bidding on what, what sort of ad copy they are using, and what companies seem to have the most aggressive bids. It is also a great time to check out the landing pages your competitors are using for their campaigns. You can take your competitive research a step further with a tool like SEMRush that will allow you to quickly and easily look at a competitor’s PPC bids with the click of a button.
When you are performing your keyword research, it can be tempting to make your keyword targeting decisions based solely off of the wide variety of numbers and metrics available, including global and local search volume, competition level, and estimated cost-per-click price. You cannot forget to consider searcher intent in your decision, however. Is a keyword navigational, where a user is trying to find a specific website or resource? Is it informational, where a user seems to be looking for information or doing research? Or is it commercial, where a user seems to be looking to make a purchase. Depending on where a buyer is in their decision making process, the keywords they use to search will vary greatly.
The words a searcher use can tell you a lot about how much they know about your product or industry. For instance, “graphing calculator” and “TI-83” target vastly different users, and how you market to them should differ greatly. Consider how informed a searcher is, and how to appeal to that type of potential buyer.
Nick is a Search Engine Marketing guru at Search Factory, a Brisbane, Australia based SEM and SEO agency, specializing in techniques like advanced keyword research to drive online results for clients.