Let See how to do Keyword Research for Google Search ads

Keywords research for Google Search Ads is the most important activity for digital marketers. When it comes to quality lead generation for your business, one route that every marketer takes by default is Search Engine Marketing and that too through widely used search engine marketing platform i.e. Google Ads.

Google Ad Words can be one of the most effective methodology to drive highly targeted traffic to your websites and/or landing pages in a relatively quicker time frame as compared to other advertising channels.

However, there is a cost involved in this route. But the costs are far smaller as compared to other digital advertising channels and you’ll be delivering highly targeted results and far more value that will reflect well on your bottom line and bring in a positive return on investment if you take your first step well i.e doing keywords research.

Let us see as to how to do an effective keywords research for carrying out a Google Search Advertisement for you business:

Keyword Research: The entry gate to start your keyword research is to first dive into your landing pages which you want to link to your ads, it will give you enough clue as to what are your broad category of keywords (Assuming that you have a website with well written and relevant landing pages). Let’s See how to do keyword research for Google Ads (Google Search Ads)

1. Create the Persona of your Audience: The very first step that you need to take when it comes to initiating keyword research for running a Google Search Ads is to first define the persona of the audience that you need to target. It should include all the facets including: Demographics (Age, Sex etc.), Location, Language (For regional customers) Interests, Job titles (if targeting B2B) and what all pains and challenges that your product solves (It will get reflected on your ad copy for effective targeting)
   
2. Location Targeting from Keyword Planner: Based on the geography of your target audience, you should first allocate the location in the keyword planner for effective keyword suggestion. Example: Suppose your target audience is in India and by default you keyword planner is showcasing data for searches in United States then the data that you will fetch will be effectively skewed.
   
3. Step into your customer’s Shoes: A good marketer always places the interest of their customer first and this actually helps you to visualize as to what may your customer search for if he needs to avail your products and services. This is utmost important when you are going to carry out Keyword Research.
   
4. Start with Broad Category of Keywords and then towards Specific Keywords: If I take an example of say HRMS solution, First go with HRMS>HRMS Solution>Cloud Based HRMS Solution> Cloud Based HRMS Solution for Small Business.
   
5. Now figure out the Sub-Categories of your broad Keywords: For example if we take the same example we need to see what are the sub categories of HRMS. Over here HRMS is sub-divided into Time and Attendance Solution, Payroll Solution, Leave and Attendance Solution and last Applicant Tracking System. Now over here you can start researching about these sub categories and don’t forget to add these as an Ad group in you Google Search Campaign and add all the allied keywords related to every sub category in their respective Ad groups.
   
6. Don’t include mis-spelled words: A lot of time keyword Planner tool will showcase search terms that are mis-spelled, never ever include this to you keywords list as Google takes care of the mis-spelled keywords by its own.
   
7. Selecting the right keyword: There is a basic difference in keyword planning for Ad words search ads and SEO, the main intention of SEO is to beget more and more traffic as it doesn’t begets any costs but same fundamental doesn’t applies to keyword research for Google Search Advertisement. In case of Google Search ads it is utmost beneficial to choose keyword that have Medium to Low search volume and rather than going for Research Intent Keywords go for Buying Intent Keywords like HRMS Solution Pricing, Buy Cloud Based HRMS Solution etc more, but if your industry vertical is such that you don’t have any choice rather than going on with a Broad keyword then make a long list of negative keywords simultaneously, during your keyword research and most importantly do select the best match type to reduce irrelevant queries to peep in otherwise you will spend a lot of money due to irrelevant keyword, this thing can be slowly optimized by peeping into search terms data everyday and populating the list of negative keywords gradually based out of irrelevant search terms after your campaign is live.
   
8. Tool: Use Google Keyword Planning tool for keyword research and after accumulating all the relevant keywords in different ad groups there itself on the keyword planner, export the list in an excel file and then quickly sort them up in the order of A to Z and then fix their keyword match types that you want to select on the excel sheet only (Put long keywords into Broad Match Modifiers and two or three letter keywords into Phrase Match). Now check all those keywords that can cater to other keywords in a particular match type. See for example if there is a keyword say +Human +Resources +Management +System and below that there is a keyword Human resources management system software in the excel sheet then avoid putting second keyword into you campaign because the first keyword in broad match modifier will cater to the second keyword if any prospect searches for it. So there is no point using the second one and secondly your Quality score for the second keyword may also go down as you need to include this keyword both on your landing page and headline of your Ad copy and as it exceeds the limit of character in headline so it will lower down your Quality score hence it is not at all advisable.
   
9. Negative Keywords: Though you may be using only 50 to 100 keywords but you must need to inculcate a huge list of negative keywords to stay safe from irrelevant queries and save you hard earned money otherwise irrelevant keywords will swipe out your daily budget soon leaving you empty handed and not allowing other quality keywords to perform.

Here I have briefed you a very practical way to perform keywords analysis to carry out your Google Search Campaign based on my experience. In the next article I am going to share with you all folks about do’s and dont’s in a Google Search ads for creating a more effective Google Search Ads Campaign.

If you have any doubts and concerns about any topic related to Digital Marketing, do get in touch with over my email id ashutosh.kumar@dmdendigital.com or you can also give me a call at +91-9561869567

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