A PPC Consultant Tip’s for Keyword Research
In Google Adwords, keywords will form the backbone of your account. There are other targeting options available, but it will be tough to make up for poor keywords. Conversely, choosing the right keywords and match types can do wonders for your account. For those new to PPC, creating and curating your keyword list can become stressful. If you are new to online advertising, you might want to look into Google Adword’s management agency. The help and guidance from this or an expert PPC consultant will be more than worth it in the long run. It can be challenging to start a new account, which will help to accelerate the learning curve. If you choose to move forward without a PPC consultant’s help, I will do my best to review keyword research strategies here.
Keyword Research Insights From a Google Adwords Management Agency
- Know Your Monthly Budget
To understand which keywords to use, you must have a general idea of how much you want to spend. Using this, you can determine how broad to go with your keywords and match type. The more money you have per month, the broader you can go with your keyword choice. If you only have a few hundred per month in marketing budget, it’s wiser to start out with a small and precise keyword list.
- Understand User Intent
Keywords are important, but you must also understand the intent behind each search.
Is the user looking to buy? Is there looking for specific information?
Provide the user with the information that they are looking for, and your keywords will be successful
- Understand the Marketing Funnel
Every search is at a different spot in the marketing funnel or customer journey. The searches where the customer is at the beginning of their journey are referred to as “high funnel” searches. These users are either not aware of your product or service at all or only vaguely aware of it. High funnel keywords are broad match phrases with one or two words. An example might be “plumber.”
Conversely, “low funnel” keywords are those where the customer is near the end of their customer journey. These tend to be much more specific and have a higher intent. Using the example above, “emergency plumber near me” is a keyword much lower in the marketing funnel.
Every account will have a mix of keywords at every spot in the funnel. The smaller your account, the more you want to focus on high intent, “low funnel” exact match terms.
- Use Google Keyword Planner
We are now getting to more specific items. To build your list, the Google Keyword Planner is a great tool. The best part is it is 100% free, as long as you have a Google Adwords account. Even Google Adwords Management services with high tech tools often refer to the keyword planner. You can put example searches or just your website URL, which will populate with common searches and volume estimates for each. The planner will even provide you with the competitiveness of each term.
- Use paid 3rd Party Tools
There are some great 3rd party tools out there for keyword research. Examples like Spyfu, Similarweb, and Ahrefs. These tools will allow you to do basic keyword research like the keyword planner and dig into competitor keywords and campaigns. The price point on the devices above can be pretty steep, so unless you are a dedicated PPC consultant, you may want to stick with the Keyword Planner
Creating the right keyword list is a blend of tactical paid search knowledge and your business or service knowledge. Having that intricate knowledge or your business puts you at an advantage over many PPC consultants that your competitors may hire. But, a truly expert Google Adwords management agency will be able to combine your knowledge with their paid search tactics and create the right keyword list for your accounts.