Discover how to select the best keywords for your Google Ads campaign to attract the right audience and maximise your advertising ROI.
In the world of digital advertising, keywords are the cornerstone of a successful Google Ads campaign. Identifying and targeting the right keywords can make the difference between a highly effective campaign and one that falls flat.
This article will guide you through the process of finding the best keywords to target for your business, ensuring your ads reach the right audience and deliver the results you need.
Yikes! Marketing is your local expert at creating high-performing Google Ads campaigns that capture the right keywords, every time. If you’re looking for a better return on investment than your current marketing efforts, get in touch with us.
Keywords in Google Ads are the words and phrases that potential customers use when searching for products or services online. When you bid on these keywords, your ads can appear in search results when users type those terms. The goal is to select keywords that are relevant to your business and match the search intent of your target audience.
Keywords in Google Ads are not to be confused with keywords in relation to SEO. SEO keywords function similarly, but are only relevant for organic content that you see appear in Google search results. This article will focus only on paid ads keywords.
Choosing the right keywords ensures your ads are seen by people who are actively looking for what you offer. This targeted approach increases the likelihood of clicks, conversions, and ultimately, a higher return on investment (ROI).
Let’s dive into how you can find the best keywords for your business.
Start by understanding your business’s unique selling points (USPs) and your target audience’s needs. Ask yourself:
For example, a local fitness centre might identify that its USPs include 24/7 access, personalised training programs, and a variety of classes. Their target audience could be fitness enthusiasts, busy professionals, and individuals looking to start their fitness journey.
List down potential keywords that you think your target audience might use. This could include:
Continuing with our fitness centre example, initial keywords might include “24/7 gym,” “personal training,” “yoga classes near me,” and “gym membership.”
Google’s Keyword Planner is a powerful tool for discovering new keywords and understanding their potential. Here’s how to use it:
For instance, the fitness centre might find high-performing related keywords like “affordable gym membership,” “best fitness centre,” and “local gym with personal trainers.”
When selecting keywords, consider the following metrics:
A keyword like “best fitness centre” might have a high search volume and competition, but it’s highly relevant to the fitness centre’s goals.
Long-tail keywords are longer, more specific phrases that typically have lower search volume but higher intent and lower competition. These can be highly effective for reaching niche audiences.
Examples related to the fitness centre might include “24/7 gym with personal trainers,” “yoga classes for beginners near me,” or “affordable fitness centre membership.”
Look at what keywords your competitors are targeting. Tools like SEMrush or SpyFu can help you see the keywords competitors are bidding on and their ad performance.
If a competing gym is bidding on “affordable fitness centre,” you might consider targeting similar keywords or finding gaps they haven’t covered, such as “family-friendly gym” or “senior fitness programs.”
After gathering data, refine your keyword list by prioritising those with the best balance of relevance, search volume, and competition. Aim for a mix of broad and long-tail keywords.
For the fitness centre, a refined list might include:
Organise your keywords into tightly themed groups. This helps in creating highly relevant ads for each group, improving your Quality Score and ad performance.
For example, the fitness centre might create ad groups like:
Once your campaign is live, regularly monitor its performance. Use Google Ads’ reporting tools to track metrics like click-through rate (CTR), conversion rate, and cost-per-conversion. Adjust your keywords and bids based on performance to optimise your campaign.
If “beginner yoga classes” is driving a lot of clicks but few conversions, the fitness centre might refine the ad copy or landing page to better match user expectations.
An online clothing store might target keywords like “women’s summer dresses,” “affordable men’s casual wear,” and “kids’ winter coats.” By refining these with long-tail variations such as “affordable women’s summer dresses” or “best kids’ winter coats,” they can attract highly interested shoppers.
A dental clinic could target keywords like “emergency dental care,” “teeth whitening services,” and “best dentist in Perth.” Long-tail keywords such as “affordable emergency dental care” or “best teeth whitening services near me” can help reach patients with specific needs.
A boutique hotel might use keywords like “luxury hotel in Perth,” “romantic getaway near Perth,” and “best family-friendly hotel.” Long-tail keywords like “affordable luxury hotel in Perth” or “romantic weekend getaway near Perth” can attract targeted travellers.
A software company might target keywords like “project management software,” “best CRM software,” and “cloud storage solutions.” Long-tail keywords such as “affordable project management software for small businesses” or “best cloud storage solutions for startups” can draw in specific segments of the market.
Finding the best keywords for your Google Ads campaign is a critical step in ensuring your ads reach the right audience and drive meaningful results.
Ready to refine your keyword targeting and boost your ad performance? Contact Yikes! Marketing today to get started!
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