Google Ads has become the go-to answer to boost visibility and conversions online.  For businesses who want to invest marketing dollars in their digital presence, Google Ads consistently has one of the highest returns on investment. Within the tool, users have the option to choose which keywords trigger their ads. Picking the right keywords can make or break your campaign. In this short guide, we will address some strategies you should take into consideration when picking your keywords!

 

Use the Keyword Planner Tool

In Google Ads, you can check out the integrated Keyword Planner to select the most optimized keywords. It is used to choose the right keywords for the right target audience at the right time. In Google Ads, look for the Keyword Planner in the tools and Settings Menu. This feature can help you explore new keywords and ideas by checking the volume forecast of specific keywords.

 

Focus on Short-Tail Keywords First

One of the best strategies to choose keywords is to focus on short-tail modifier keywords. The more modifier keywords you include in a Google ad, the broader of a market it will capture. You can always check on the search terms from the report and review the keywords that have been most viewed. If you have no idea what short-tail keywords look like, concentrate your search on two and three-word terms. For instance, “grocery store” is a short-tail keyword. Short-tail keywords are generalized and meant for broad audiences. PPC specialists usually select short-tail keywords with at least two words.

 

Leverage Niche Long and Medium Tail Keywords

You can always expand on a short-tail keyword. For example, you can turn “masseuse” into “find a masseuse near me” as a long-tail keyword. The key is to have some idea about what your potential customers are querying to find your site. You can use broader short-tail keywords that attract more informational and generic search terms, but your long-tail keywords should target specific niches and desired behaviors.

If you’ve spotted potential customers in the search terms report, then opt for Exact Match. It will narrow down your search field and will leave you with search terms that will trigger all your keywords. If you choose keywords that are close to your search terms, you will have a lower cost-per-click. You should take advantage of Exact Match trigger keywords and place them in different ad groups. So, if these keywords apply to different types of products or services on your site, then separate ad groups of keywords will make more sense.

 

Combine Your Keywords Strategically

If you want all your site visitors to take the same action, you can mix and match your keywords across different campaigns at random. But if you want to roll out ads targeted to different audiences or for different products, the right approach would be to group all keywords in terms of the desired conversion event. For example, if your site is a two-sided marketplace, you may have buyers and sellers. In this example, you would want to group your keywords- especially your long-tail keywords- into ad groups. This will allow you to customize each ad based on the target audience.

 

Getting Going

To get started, look at what your competitors are doing to get some ideas. From there, you can take advantage of tools like AnalyticsBox to surpass the competition and optimize your marketing ROI. The goal is to be competitive with your competition on their best-performing keywords AND target potential niches that seem to be untapped opportunities.

To learn some tricks about how to improve your Google search performance without paid ads, check out this quick guide!