Keyword research is a crucial step in search advertising (such as Google Ads or Bing Ads) because it helps you identify the specific keywords and phrases that potential customers are using to search for products or services like yours. Effective keyword research ensures that your ads are shown to the right audience. Here’s a comprehensive guide on conducting keyword research for search advertising:
1. Understand Your Business and Goals:
Start by gaining a clear understanding of your business, offerings, and marketing objectives. What products or services are you promoting, and what are your primary goals for the advertising campaign?
2. Brainstorm Seed Keywords:
Begin with a list of seed keywords or terms that are directly related to your business. These are broad keywords that represent your core offerings.
3. Use Keyword Research Tools:
Utilize keyword research tools to expand your list of potential keywords. Some popular keyword research tools include:
Google Keyword Planner
Moz Keyword Explorer
Keywords Everywhere (browser extension)
4. Analyze Competitor Keywords:
Research your competitors’ websites and ads to identify the keywords they are targeting. This can provide insights into which keywords are effective in your industry.
5. Group Keywords into Themes:
Organize your list of keywords into thematic groups. Grouping keywords helps you create more targeted ad groups and ad campaigns.
6. Consider Keyword Match Types:
Understand the different keyword match types:
Broad Match: Your ads may appear for searches that include misspellings, synonyms, or related searches.
Phrase Match: Your ads are shown for searches that include the exact phrase or close variations.
Exact Match: Your ads are displayed only for exact keyword matches.
Broad Match Modifier: Your ads show for searches that include the modified terms (designated with a “+” symbol) in any order.
7. Analyze Keyword Metrics:
Review key metrics for each keyword, such as search volume, competition level, and cost per click (CPC).
Focus on keywords with a balance between search volume and competition, and consider long-tail keywords (specific, longer phrases) for targeting.
8. Filter and Refine Keywords:
Remove irrelevant or low-performing keywords from your list.
Prioritize keywords that are highly relevant to your offerings and align with your campaign goals.
9. Keyword Expansion and Negative Keywords:
Explore keyword expansion by using keyword research tools to find related or similar keywords.
Identify negative keywords (irrelevant or undesirable terms) that can be added to your campaign to prevent your ads from appearing for irrelevant searches.
10. Consider Geographic Targeting:
– If your business is location-specific, include location-based keywords to target local customers effectively.
11. Create Ad Copy and Landing Pages:
– Develop ad copy and landing pages that are relevant to your selected keywords. The ad messaging should align with the user’s search intent.
12. Set a Budget:
– Determine your advertising budget based on your keyword research and campaign goals. Allocate budget to high-value keywords.
13. Monitor and Optimize:
– Continuously monitor the performance of your keywords and campaigns. Adjust bids, ad copy, and landing pages based on performance data.
14. A/B Testing:
– Conduct A/B tests to optimize your ad creative and landing pages for different keyword groups.
Effective keyword research is an ongoing process. As you launch and manage your search advertising campaigns, you’ll gain insights into which keywords perform best and where adjustments are needed. Regularly review and refine your keyword strategy to maximize the ROI of your search advertising efforts.