SEO determines keywords-5 ways to teach you to choose the winning keywords!

 Keywords are words or phrases used to connect your ads with user search terms. Everyone must be concerned about how to accurately select appropriate keywords, identify potential customers, and turn clicks into successful sales, thereby increasing conversions Rate, this article provides 5 tips to let you operate keyword ads easily and effectively.

1. Thinking from the perspective of users

Choosing good keywords is like running a good website content marketing. You must first think about who your target group is?

What are their consumption habits? What do consumers want? Is it price comparison? Still care about content specifications?

Even when searching for this product, what information might you want to know?

Only by following the consumer logic to think about the direction of relevant keywords can we find target potential customers.

Next, let us take a look at the following e-commerce website case: e-commerce website selling shoes

Examples of target customer groups:

Sports shoes: 18-40 year-old students or office workers who are exercising

Women's shoes: office workers aged 25-40

Jogging shoes: runners who love marathons, office workers who want to lose weight

Basketball shoes: 18-25 year olds who love to play basketball

Consumption habits of the target customer group: Will replace the old for a while, often like the new and dislike the old, compare prices, focus on style and practicality. Attract the target customer group: Is there any celebrity spokesperson, style, discount amount, preferential activities

 

 

2. Keyword communication strategy

There are hundreds of kinds of keywords. What kind of keywords should be implemented first?

We can simply divide keywords into three categories: brand words, product words, and general words for consumer demand.

Brand word: The purpose is to defend, so that consumers can see you when searching for your brand name and defend against the offense of competing products.

Product word: When consumers have not selected which brand of product they want, they will first search for the product word. This is a big word for industry competition and a brand offensive keyword.

Consumer demand common words: When the brand words and product words are made in a certain amount, they can expand to attract more consumers with potential demand and expand the brand's voice. This is the brand image link.

In the part of keyword selection, you can first think about the purpose of this implementation of keyword advertising. If it is for image exposure, you can choose brand words to match product words and common words for consumer needs. Consumers build an impression of the brand.

However, when the budget is limited, it is recommended to give priority to the implementation of the core brand words, the more core keywords have a higher conversion rate, and the remaining budget will continue to implement the product words and consumer demand general words.

 

 

3. Classification by subject

The keyword structure occupies a very important part of the overall account. How to divide advertising campaigns according to themes and the classification of groups requires careful consideration.

A good account structure can bring good advertising quality, and it may be possible to broadcast advertisements at a lower price.

The performance engineer secretly said: In order to maintain account efficiency, a group should not exceed 20 keywords~

 

 

4. The keywords are specific and clear, not too broad!

Large characters such as shoes and clothes, although the search volume is large, they are quite inaccurate.

It is easy to spend a lot of money without actual sales, which is equivalent to throwing gold in the river and crying without tears.

Keywords need to be clear and specific, and target precise ethnic groups. For example, basketball shoes, men’s basketball shoes sales, basketball men’s shoes discounts, etc., are more accurate than direct basketball.

Focus on the key words and phrases for the consumption habits of the target group and product marketing strategies.

In addition, the keyword matching type application can also improve the accuracy of keywords.

When a wide range of words may bring in too many inaccurate users, phrases or even complete matching can be used.

  

 

5. Use keyword planning tools: expand keywords, provide keyword inspiration, check search volume and estimated cost

People always have the moment when their inspiration is exhausted, and at this time they must rely on good tools to help.

We can use the keyword planning tool in  Ads  to tell you the average search volume on Google for the keywords in your mind.

It can even find out the keywords with higher search volume among the related terms to make recommendations.

Intimate reminder from performance engineer: Google Ads keyword planning tool, you need to apply for an Ads account before you can use it!

 

Steps for usage:

1. Log in to your Ads account

 

2.  Click Tools -> Select Keyword Planning Tool

 

3. Enter basic information such as product keywords, location, landing URL...

After entering the keywords, the average monthly search volume and recommended bid information will be displayed.

 

 

In addition, Google Trend provides the search trend popularity of our keyword terms  , which can also be used as a reference.

 

When searching for related keywords, the suggested keywords at the end of the search results can also be used as a reference.

  

As for the keywords should be as many as possible? In theory, there should be a certain number of keywords in the account.

However, if the account is flooded with keywords that do not generate clicks or have an ultra-low click-through rate, it will affect the ad quality score and cause poor advertising performance.

 

Regarding improving the quality score, you can also refer to what we have shared with you before,  now let’s improve your ad quality score  !

The secrets complement each other. If you can choose the right keywords, you will be able to attract potential customers from the beginning of the ad launch, and then adjust according to the results. I believe that the ad can bring growth to your business!