Make Keyword Intent A Big Part of Your Google Ads Campaign
You wouldn’t look for treasure blindfolded, so why would you run a Google Ads campaign without doing the appropriate keywords research?
Keyword research underpins all successful Google Ads campaigns – and it really is a case of the more you put in, the more you’ll get out. Essentially, you need to understand what people are looking for when they search online and then match those searches to the type of ads that appear. And as you know, not all users are searching for the same thing, so you need to put yourselves into your customers’ shoes to truly understand their motives.
So where does this intuitive sixth sense come from?
Keyword research of course. But remember, keywords themselves aren’t the full story – it’s more about keyword intent. By getting into your potential customers’ minds and understanding how they would search for your products or services, you can tailor your message accordingly and boost your chances of click-throughs and conversions.
Say you had a plumbing business in Perth. If someone was looking for a plumber in a specific location, they would search for ‘plumber Joondalup’ for example – so it makes sense to have that as a keyword in your Google Ads campaign. ‘Broken tap’ or ‘blocked toilet’ wouldn’t be worthwhile keywords for your campaign because you wouldn’t know if someone was searching for a plumber, a DIY solution or even a video tutorial.
OK, that’s what you shouldn’t do. Now for what you should do!
The good news is that there are a variety of low-cost keyword tools which you can use to research keywords and tailor your campaigns. My favourite low-cost option is keywordseverywhere.com and SEMRush which offers a free 7-day trial (just don’t forget to cancel the account before the 7 days are up as you need to use your credit card to access the trial).
During the research process, it’s beneficial to frequently type keywords into Google, to see what other website results come up (you’re looking for results similar to your business type), this will help you work out if Google sees your keywords as product/service keywords rather than merely informational ones. Start with keywords that are closely related to your business and then investigate other search terms that are relevant to your products or services, and don’t forget to use local search terms as well if it is relevant to your business.
You’ll need to experiment in order to understand the intent of your audience, and remember, it’s highly unlikely that you’ll nail it on the first attempt. Trial and error is all part of the process of getting to grips with Google’s algorithms and human behaviour (a pretty complex combination!) but the more effort you put into understanding your potential customers’ intentions, the more successful your campaign will be.
It’s also really important to keep monitoring and analysing your results and don’t be scared to do a bit of spring-cleaning. If your keywords aren’t performing for you – however relevant you think they are – it’s time to say goodbye. It may also be time to refresh your landing pages and web copy to optimise your conversions.
As long as you have a plan and you continue to work at it and, you’ll be on track to a high-performing Google Ads account where you reach your target audience and convert them into customers.
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