How Keyword Research Affects Even the Smallest Campaigns
Small businesses everywhere are starting to delve into the wonderful world of online advertising. It is cheap, fast, and far reaching, so the widespread appeal is unsurprising. A prominent aspect of online advertising is paid search engine results. In order to advertise a business via paid search results, Google AdWords has users select keywords that a consumer may use in an online search. This is made possible through effective keyword research.
It would be a rookie mistake to select over-generalized keywords without researching more relevant keywords with less competition. Keyword research is an easy way to optimize your AdWords search network campaign. Taking the time to find the best keywords for your business strategy will save you time, money, and a headache.
Using the Keyword Planner
Google AdWords includes a nifty tool for researching and planning keywords called the Keyword Planner. Use this tool to survey a variety of keywords that you could show your ad with. Once you have entered the keyword planner, click “Search for new keywords…” and input the information as it relates to your business. The keyword planner will show you potential keywords that you could bid on. Notice the columns shown with each keyword. They show you how many people search that term in a month and how high competition is for that keyword.
The key to bidding on keywords efficiently is to stray away from general, high competition keywords. Think of phrases, called long-tail keywords, that a consumer might search to specifically search for your business. These could include location-based keywords, keywords that show purchase intent, or keywords that relate to things that your customers like. Let’s look into the best way to brainstorm each of these keywords.
Location in Keyword Planner
The Keyword Planner has a great feature that lets you narrow down the location where your ads will show. So, this aspect of research is actually pretty easy! On the left side of the Keyword Planner, choose “location” and then “Advanced Search.” From here you can choose where you want your ads to show, very specifically. For local businesses, choose local areas. This way nearby consumers can learn about your business where it counts. Once you know your ads will be showing on local searches, you can add keywords like “paint stores near me” or “local paint shops” to your list of keywords.
Finding Keywords that Show Intent
Another kind of keyword you will want to research are keywords that show an intent to make a purchase or do an action. For our local paint store, this could include keywords like “sales on paint,” “best paint for walls,” or “choosing paint color for cabinets.” These keywords imply that the user is in the market for paint, so advertising on these search results will help get relevant clicks that earn you money. Think of how one of your customers might search for products or services you sell and add them to your keyword list.
Consumer Interest Keywords
Finally, look into keywords that relate not to your product specifically but to the kinds of things your customers may enjoy or look up. For the paint store example, paint store customers may also look up DIY instructions or interior design tips. Research keywords like “DIY furniture tutorials” and “interior designing.”
For all the keywords you find, check that the competition is not too high and the price is reasonable for your budget. When you find a keyword you like, go to the right side of the keyword row and click the blue arrow to add it to your AdWords plan. By doing smart, in depth keyword research, even small businesses can have great, efficient search advertisements that draw in customers.