The advantage of Google Ads (formerly AdWords) is that you can show your ads when Internet users make specific requests . So, if you sell electric scooters, you can position yourself on the Google Ads keyword “buy electric scooter” or “powerful electric scooter”.
It’s a powerful system
You have the ability to reach Internet users during their search for information. You offer them an answer to their search, a solution to their problem.
It is therefore essential to position yourself on the right keywords. Those which are relevant to your activity and what you sell.
Choosing your Google Ads keywords is a crucial step. The first and most important.
Indeed the success of an AdWords account (Google Ads since July 2018) is largely based on its structure and keywords. For many advertisers, having a granular account structure with specific keywords per ad group is still the most effective strategy.
It is therefore important to take the time to think about the Google Ads keywords on which you want to position yourself and to ask yourself the right questions.
Google Ads keywords: what criteria should you use to define them?
Several criteria come into play when choosing the keywords on which to position yourself on Google Ads:
The search volume
Search volume tells us how many monthly searches target the keyword in question. In general, the higher the search volume, the more competition there is. On the other hand, if you position yourself on less searched keywords, often long tail keywords (containing several words), your ads will be seen less but also more relevant to specific Internet user queries. In addition, the competition will be less. As a result, you will obtain better click-through and conversion rates.
The competition
The higher the competition for a given keyword, the more difficult and expensive it will be to rank for it.
The average CPC
This metric should be taken with a grain of salt, but it can be useful to tell you whether it might be profitable to invest in the keyword in question or whether the cost per click is too high.
The organic position
This is the organic position of your site for the keyword in question. When your organic positioning is not good but the keyword is a priority for your business, it may be interesting to invest in it in SEA. In addition, it may also be relevant to couple good organic SEO with paid SEO to strengthen brand awareness on the targeted keyword.
Suitability for the content of the site
Of course, the keywords you position yourself on must be in line with the site, and in particular the content of the landing page of the ad. By responding to Internet users’ requests with suitable content, you will obtain better conversion rates on your site .
Search intent
Search intent
Can the user’s intent be guessed from their query? You can afford to bid higher on keywords that have purchase intent because the user is more likely to convert on your site. For example, for a computer retailer, the keyword “buy 13-inch laptop” is more valuable than “computer.”
The precision
Does the keyword refer to a category of products/services or a specific product/service? e.g. “shoes” vs “black ankle boots for women”.
With Google’s Keyword Planner tool , you can get an idea of several of these metrics: monthly search volume, competition, and CPC to rank high on the page (high and low range of top of page). However, these metrics are estimates that should be taken with a grain of salt. It is not possible to predict with certainty the performance of Google Ads campaigns !
AdWords Keyword Planner Tool
To know your average organic position and organic click-through rate for certain keywords, use Google Search Console . It is a Google tool created for webmasters that allows them to check and optimize the indexing of their site on the search engine. It also gives valuable information on organic search terms .
You can easily link your Google Search Console, Google Ads and Google Analytics accounts.
Develop the thematic and semantic coverage of your Google Ads keywords
Developing thematic and semantic coverage of Google Ads keywords is essential when launching an account or to optimize it. In order not to miss any opportunities, here are some tips:
Browse your company’s website , it’s a real goldmine of information and ideas!
Ask several members of the company what keywords they would use to find the products/services featured on the site.
Look at and analyze competitor sites .
Use the persona method . Clearly define your customer profile(s) and their search habits. Note the questions they may ask/the problems they want to solve in relation to your product/service.
Find synonyms for the keywords you have already identified.
Don’t forget spelling variations .
To combine multiple word lists, you can use tools like Mergewords.
Analyze your search terms, whether from classic Search campaigns or DSA campaigns .
Once you have defined your keyword universes , you will need to organize these keywords into campaigns and ad groups. Do this in a logical and relevant way: according to the degree of intent, relevance, thematic universe, semantic universe, type of correspondence, etc.
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What are keyword match types on Google Ads?
There are 4 match types for Google Ads keywords. It is absolutely essential to understand the differences between these match types before launching campaigns. This is because depending on the match type, your ads may be displayed for completely different search terms.
Exact keyword: [keyword]
You will only broadcast on this keyword and its spelling variations (plural, spelling error). Ex: for the keyword [buy flowers], you will only broadcast for the query: buy flowers.
Keyword expression: “keyword”
Broadcasting on a keyword expression means that email debase the user’s query can contain other words before or after your keyword. Ex: for the keyword “buy flowers”, your ads can be broadcast for the query: buy red flowers.
Modified broad keyword: +keyword
The query must contain your keyword(s) (or close variations) in any order. Ex: for the keyword +buy +flowers, your ads may appear on the query: buy a bouquet of blue flowers.
Broad keyword: keyword
This type of correspondence is the least precise.
When you position yourself on a keyword in broad, your adb directory ads can appear on your keyword, its variants, declensions and more or less close synonyms. Ex: for the keyword buy flowers, your ads can appear on: buy daffodils paris, sell flowers, flower market.
Generally, I don’t recommend using broad targeting. This is because your ads may appear for queries that are really far removed from your original keyword and not relevant.
This targeting can cost you a lot of money
Negative keyword
No matter how you target your keywords, you need to closely monitor people’s search terms.
These are the queries typed by Internet users when your ads are displayed.
This allows you to define negative keywords , that is, keywords for which you do not want your ads to appear. For example, if you are positioning yourself on the keyword “buy flowers”, but your business does not sell yellow flowers, you can put “yellow” in negative.
