One of the factors that determine the success of a Google Ads campaign is keywords. Researching and classifying keywords is necessary when setting up an advertising campaign on Google. By researching keywords, businesses can reach the right audience, increase conversion rates and avoid wasting budget when running ads. If you do not know how to analyze and select keywords for a Google Ads campaign, stop at this article. Soc Lua Agency experts will share the secret to choosing the right Google Ads keywords to help run Google ads most effectively!
What are Google Ads keywords?
These are words or phrases used to match ads with keywords that users search for. Google Ads keywords are used by businesses to find potential customers when running ads. The closer the keyword is to the customer's query, the more likely your ad is to be displayed and reach the right potential audience. This helps promote interaction and conversion rate into sales for the ad. Choosing the right keywords not only helps optimize the budget but also ensures the advertising campaign achieves the best results.
For a business's ad to be displayed when users search for information on Google, the keyword running the ad needs to match the customer's search query keyword. When they search for a phrase that matches the keyword, your ad will participate in an auction to determine whether the ad is displayed or not. The cost for each keyword will vary depending on the quality of the keyword and the competition in the auction. In each auction, advertisers will compete using the Adrank index, which is calculated by multiplying the maximum amount paid for the keyword by the keyword quality score. When the Adrank is highest, the ad will appear in the first position in the search results.
The role of keywords in Google Ads
The keywords you choose when setting up a Google Ads campaign will greatly affect the performance of your ads and advertising accounts. Because it will help you control queries when bidding to optimize your campaign effectively. When you know the secret to choosing the right Google Ads keywords, your business's products and services are more likely to reach potential customers. In addition, businesses can optimize their advertising budget, increase their quality score and improve their website's ranking on search results pages. The role of keywords in Google advertising is reflected in the following factors:
Reach the right target audience
Keywords are the bridge between target customers and the business's products and services. Through researching, analyzing and using the right keywords, businesses can attract and reach target audiences who are looking for products and services. If the advertising keywords are relevant to the phrase that users search for, it will increase the likelihood of the ad being displayed. Especially when the business's ads are of high quality and relevant to the keywords that users search for, they will often appear higher on the search results page, helping businesses reach more potential customers.
Enhance Advertising Effectiveness
When ads are optimized by using keywords that match the user's search phrase, it will help improve the effectiveness of the advertising campaign. By researching and analyzing keywords, businesses will better understand how customers search for products and services to create appropriate advertising content to improve Google Ads performance. Ads will receive more clicks when they are displayed to users who are looking for the information that the business's ad provides.
Increase conversion rates and optimize costs.
If the business's advertising keywords are closely related to the landing page content and the phrase that the target customer searches for, it will help improve the performance of the Google Ads campaign. In addition, it also increases the likelihood of customers taking the desired action (purchasing, registering for a form, etc.) to help increase the ability to convert to orders and increase sales.
By improving the quality of advertising and increasing the relevance of keywords, you can reduce bids while still maintaining a better ad display position. This not only helps businesses increase advertising effectiveness and optimize costs effectively. When choosing negative keywords, businesses will avoid advertising to target audiences that are not in need, limiting the waste of budget. Advertising with a high conversion rate at a lower cost will help businesses achieve higher investment efficiency.
Secrets to choosing effective Google Ads keywords
To have successful Google advertising campaigns with the best results, choosing the right keywords must be done correctly. Because standard Google Ads keywords will greatly determine the effectiveness of the advertising campaign and optimize the budget. If you want to choose a set of suitable advertising keywords with a high conversion rate, do the following:
Apply keyword search techniques
Before choosing keywords, you need to classify the website to have an orientation to choose the right keywords to help run effective ads. You can classify advertising keywords according to primary and secondary keywords of the same keyword category. After determining the main field of operation of the website, you can determine the main keywords to create many different secondary keywords. When building keywords, you need to use keywords of suitable length, usually keyword groups of 3 - 5 words. Avoid using keywords with 1 word because the level of competition is very high, very general keywords are difficult to target the target audience. However, you should not use keywords that are too long because very few people search and the opportunity to reach customers is low.
Use support tools
In addition to applying the right search techniques and choosing keywords, you need to combine it with the use of additional support tools to help you have more ideas and build a quality keyword set. You can use Google Keyword Planner, Keywordtool.io, ... to search and analyze keywords used to run ads. These tools will help you analyze and evaluate the monthly search volume and the level of competition of keywords to plan each campaign to target the right audience.
Select and create a set of keywords to run ads
Based on the keyword ideas you have, analyze and compare these keywords with the needs of target customers when researching the website providing your products and services to choose the best keywords, ensuring effectiveness when running Google Ads . Put yourself in the shoes of your customers to identify the words and phrases they will use to search for your products. You can choose advertising keywords that attract customers' attention by providing solutions to their problems before promoting your products and services. Or you can choose keywords that customers are interested in along with keywords related to your products, services and brands to reach them. Finally, choose keywords that encourage customers to take action immediately.
Group similar keywords and use negative keywords
When choosing keywords to run Google ads, you should group advertising keywords by product or service so that the ad is displayed when customers search for one of the keywords in that advertising group. Each group should have 5 - 20 keywords and you need to identify the focus group to allocate the budget appropriately. Combined with the use of negative keywords to prevent ads from being displayed to users who are not interested in the product or service, it helps to improve campaign efficiency and optimize costs. In addition, you should choose and add keywords about special promotions and incentives to attract the attention of customers in need, helping to increase the click-through rate to convert to orders.
With the secret to choosing Google Ads keywords that we shared above, you can choose and build a suitable set of keywords to help improve the effectiveness of the advertising campaign. Determining the correct list of advertising keywords not only helps to orient the business's Google Ads campaign in the right direction, achieve good results and optimize costs.
Frequently Asked Questions
To change the keyword match types in your Google Ads account, go to the Keywords tab and click on the keyword you want to modify. In the Match Type column, select a new match type from the drop-down menu. You can then choose a broad match, phrase match, exact match, or negative keywords.
If you want to find the right keywords for your Google advertising campaign, list all the keywords related to your products and services that customers might use to search. Then use keyword research tools like Google Keyword Planner to estimate search volume and keyword competition, and suggest more related keywords. Look at the keywords that your competitors use for more ideas. Prioritize searching and choosing long-tail keywords to increase conversion rates. Conduct keyword testing on Google Ads to understand customer search trends and needs. Combine with the use of in-depth keyword research tools such as SEMrush, Ahrefs, Moz,... to have more data to help make more accurate decisions.
