Keyword Strategy

What is keyword strategy?

While many simply talk about doing keyword research to find out what terms you should use, what you do after that is just as important: this is your keyword strategy. A keyword strategy contains every decision you take based upon your findings in your keyword research project, whether it’s about the content you’re planning to write or how you are going to track the results in Analytics. Keyword strategy is about how you want to target those keywords, now and in the future. 

One of the most critical elements of your paid search process is the account structure and then how to find the right keywords. The proper structure means that your keywords, ads, and landing pages align with your business goals.

Tip 1# Define your goals and the markets 

What results do you want to get? Without a doubt, this is the first question you should ask yourself and it is important to do a good analysis and know what you want to achieve.

The good news is that due to the diversity of Google Ads, you will be able to find strategies for any moment of the funnel.

For example, if you are looking for a reinforcement of your content strategy, you can use Google Ads by entering keywords that are related to the search for information. If, on the other hand, you want to increase conversions, the keywords will revolve around the moment of purchase.

Tip 2# Choose the right keywords for your ads

1. CPC of the Keyword

There could be reasons why high-volume phrases don’t bring better results because people might not even be bidding on it. These will have a higher CPC and perhaps still not increase your conversions. Beware of these “trap” keywords.

2. Target Market

You might sell a very specific kind of product. Thus, your impressions for certain keywords won’t be huge. You have a narrow target market that knows what they want on a specific level, which won’t be the majority of people. If your strategy revolves around long-tail keywords, then don’t be scared off by low numbers.

3. The Price of Your Offer

Typically, the amount you can afford to spend on ads will increase with your price. If you have an inexpensive product, however, it might not make sense to bid high on keywords because the profit margin simply isn’t there.

4. The Purpose of Your Google Ads

Always keep your end campaign goal in mind. If you are simply gaining awareness in the market, you might just consider your Google Ads to be a price of entry, and the total conversions won’t be the defining metric.

5. Keyword Performance

Your clickthrough rate (CTR) and CPC for a given keyword are great starting points. But the real test of these phrases will be in the conversions they deliver.

6. Long-Tail Keywords

Shorter keywords are incredibly competitive simply because of the larger numbers of visits they can represent. But, the ROI can be relatively low.  With long-tail keywords, you can narrow down your target market better.

Tip 3# Select the type of campaign that suits better your goals

1)  Search campaigns: Ideal for your potential customers to know your products or services. In this type of ads you must establish a goal (direct traffic to your website, increase sales or generate sales opportunities) and, in addition, you will only pay when there is an interaction (PPC – Pay per click).

2)  Shopping campaigns: Show your products in the biggest online marketplace. You will only pay when buyers click to go to your website or when they see local inventory.

3)  Display campaigns: Advertise on the Google Display Network and promote your business on Google news pages, blogs, and websites like Gmail or YouTube.

4)  Video campaigns: Get to your potential customers on YouTube. You will only pay when someone sees one of your ads for at least 30 seconds, sees it in its entirety, or interacts with it, for example, if they click on call to action, on a card, or a complimentary banner.

5) Universal App Campaigns (UAC): If you want to promote your app for iOS or Android in Google Search, YouTube, Google Play, etc … look no further, app campaigns are made for you. 

Tip 4# Create ads that make a difference

If you want your investments in Google Ads to be successful, you must create ads that generate interest, attract, and at the same time perfectly explain your value proposition.

How can you get it? Put yourself in the shoes of the user and what they expect to find in their searches and associate them with the solutions you offer with your brand to invite them to buy, fill out a form, or the objective that you have previously set for yourself.

Tip 5# Link Search Console with Google Ads

You will have access to the data that will allow you to understand the relationship between organic searches and your Google Ads campaigns and how you are reaching users who search online.

Tip 6# Permanently analyze and optimize your campaigns in Google Ads

Once the publish button is pressed, you must analyze the results and make adjustments to improve the optimization of your campaigns.

Control how the budget is being invested, evaluate which keywords are performing better, the ad groups with the best performance, the conversion rate … and prepare to make decisions to fine-tune your ROI.

How to improve your keywords’ relevance

You’ll want to make sure that your keywords are relevant to your product or service. That way, customers are more likely to click your ad as they search for specific terms, which can help improve your clickthrough rate (CTR) and Quality Score. Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions. You can see your Quality Score by adding the Quality Score column to a report. 

The Quality Score is reported on a 1-10 scale and includes expected clickthrough rate, ad relevance, and landing page experience. The more relevant your ads and landing pages are to the user, the more likely it is that you’ll see higher Quality Scores. Quality Score is an aggregated estimate of your overall performance in ad auctions, and is not used at auction time to determine Ad Rank.

If you run a floor waxing business, you probably don’t want your ad showing to people searching for hair waxing salons. Here are some ways you can improve your keywords’ relevance:

• Try replacing a single-word keyword with terms or phrases. Use keywords of two to three words that potential customers are likely to use to describe your product or service. 

General keyword	Specific keyword
waxing	wood floor waxing
floors	floor waxing services
cleaning	floor cleaning services

• Make sure your keywords are relevant to the ads in your ad groups. You can try using keyword insertion to dynamically update your ad text to include one of your keywords that matches a customer’s search terms.
• Group your keywords by themes based on your product or service. And make sure your ads are about your keyword themes. That way, we can show more relevant ads to potential customers when they’re searching for a specific product or service.