For any successful online and digital campaign, you need to get your SEO right.
This means, for many, you need to get your Google Ads right.
This further leads to knowing exactly what people are searching for and using this information to your advantage.
But therein lies the problem.
How do you find out what people, and ideally your target audience, are searching for, and then how do you break this down further to benefit your digital marketing campaigns?
You need to carry out keyword research.
You need to know what words and terminology people are using to find you and your products and services online.
The importance of keyword research
Keyword research provides a clear insight into what people are searching for online, so you can strategically target your ad campaigns to answer those search result queries that link to your business the most.
- Find out what search terms people are using to find your website, products, services
- Provide useful and informative content, addressing what people are searching for
- Identify gaps in content, helping to provide useful information as well as opportunities to drive traffic additional to your website
- Work out average Ad spend based on keyword significance
- See if any keywords crop up that you hadn’t considered!
Choosing the right keywords for you
There are several areas to delve into when choosing the right keywords for your ad campaigns – and trust us when we say there are a real art and science behind every digital marketing campaign run.
Of course, Google Planner and Google Trends are ideal tools for the job and will provide you with a better understanding of keywords and more than enough information to get you started. However, you also need to take into consideration the different types of keyword and terms surrounding these, to maximise your chances of appearing on the first page of the results page.
Branding terms – think of the words associated with your brand, your company values, brand name, etc.
Generic terms – what general keywords can you use to widen the scope.
Related terms – keywords that don’t necessarily relate to your product/service but do relate to your business.
But, with approximately 6 billion searches a day worldwide – where do you start?!
Tools to help you get your keyword research off the ground:
Google keyword planner – you can access this free to use the tool through Google Ads, which can provide insight into your customer’s online behaviour. What they’re searching for, how often, what common phrase or word continues to be used, etc. This data then allows you to build your online campaign much more strategically, targeting audiences with specific and relevant messaging.
Google trends – is another tool that shows search interest in words/themes, over a set period. You can then filter these trends down to real-time searches or even searches carried out in the last seven days.
Google autocomplete – helps to find the best variations of your primary keyword phrase.
Google people also ask – type in your keyword term, and you will be presented with several variations to choose from.
Google search console – find out what keywords people are using to find your website.
Rank trader by SEO power suite – see what keywords your competitors are ranking for and where the content gaps are. This can be a very powerful tool if used correctly.
Buzzsumo – this tool allows you to search by topics that are trending now. This is an excellent tool if you’re looking for content inspiration and opportunities for gaps in the content market.
SEMRush – pulls together phrases that match your keywords and related keywords, as well as all organic search results.
Bloomberry – displays real questions and topics people are talking about on blogs and forums. Ideal if you have a piece of informative content ready and waiting to go live!
Facebook – a free tool where you can discover relevant topics and news trending.
Twitter – lets you monitor trends based on location. Twitter moments is also a handy feature.
YouTube – highlights trending videos, what’s popular right now, and what is going on int the world around us.
Pinterest – growing in popularity, we’d advise anyone using Pinterest to check out their new Explore feature.
Then there’s also:
- Hacker News
- Product Hunt
- Instagram’s Explore
- Snapchat Discover
When you know what people are looking for
Pull all of your research together and use it within your campaign strategy!
Create some of the best Google ads out there, all leading to higher conversions and sales.
You need to ensure that your ads are engaging and reach users with all relevant keywords.
If your ads relate to your potential customers, you will achieve maximum reach, compelling messaging, and higher search ranking.
Whether you set up a new ad campaign or optimise an existing one, you can achieve much more by using the right keywords.
But we understand keyword research can be intimidating if you’re just starting out. There’s a lot to consider and a lot of tools available to help.
Also, keyword stuffing is a thing of the past, so you have to make your content work harder, smarter and provide quality, relevant, useful, and informative links.
Buzz Panda can help you with all of this and more.
As SEO specialists, keyword research, and good, high-quality keyword research, is what we do best.
For an informal chat, why not give us a call on 01606 374995.