My Digital Insight

Once we did all the keyword research, it's time to start keyword planning. Understand the buyer funnel is a very important process for keyword planning. The way a potential customer searches the internet can help us understand where they are in the buyer funnel. According to the Google Ads course, there are four stages of the buyer journey: awareness, interest, shop, and buy. Awareness There are two things in the awareness stage: one is being aware of the problem that you want to solve, and the other is being aware of a potential solution to that problem. The awareness is much more cognitive in nature, so it is hard to get someone to buy from your brand in this stage. Most people will enter a short term that describes their current problem. For example, when my baby is crying all the time, I start to look for anything that can stop baby cry. I will search "stop baby cry".  Awareness has the lowest click-through rate, and the bidding per click is also low. It is

Keyword research is the first step for creating keyword lists. You can brainstorm some good ideas, but it is just too limited. The Google Ads course introduced four useful keyword search tools to get keyword ideas quickly.  Google Autocomplete Google autocomplete is usually the first place to find keyword ideas because everyone is searching on Google.  I go to the Google search page and enter "birthday gift", then there are drop-down relevant keywords ideas. I could see many good keyword ideas for a "birthday gift" like "birthday gifts for him", "birthday gifts for best friend", and etc. In the drop-down, it usually shows the top search terms on Google.   Google Suggestions Another way to find some good keyword ideas is from Google suggestions. Just type your search term on Google and enter the search result page. Then scroll down to the bottom, you can see the "searches related to birthday gift" which is my search term.  

The negative keywords are very important for the campaign because we don't want to spend extra money on irrelevant clicks. Therefore, we need to research and find negative keywords from the search report.  There are two important concepts to find keyword ideas from the search report: (1) From Data: the course instructor suggests that we filter out all the keywords with over 100 clicks, any keywords with less than 30 clicks are not valuable enough to analyze.  (2) See Conversions: if the keyword has a lot of clicks but a low conversion rate, it's better to add it to the negative keywords because of the high CPC.  Once we have done all the research, how to organize those keywords? The point of the negative lists is to create collections of negative keywords that you want to reuse for multiple campaigns, so you don't have to keep adding the same negative keywords to each of the different campaigns. According to the Google Ads instructor Isaac, the most

Phrase Match According to the course, phrase match uses quotation marks ("") to make sure your ad only appears for searches containing your exact keyword and close variants, with additional words or phrases before or after your keyword.  It still can generate many bad clicks for irrelevant queries. And the click-through rate is low. For example, a phrase match keyword could be "winter coat" , if someone is searching for "winter coat for sale" , the ad will show on the Google search result. Even though "for sale" is not included in the phrase, but the phrase keyword "winter coat" is included and also in the same order, so the ad will show.  However, if someone searches "coat for winter", the ad will not show. Even though it includes "coat" and "winter", but it is not in the right order, so it is not eligible to trigger the ad. Pros of phrase match: begin to get more control of your search terms s

In the previous post, I mentioned that we need to carefully build keyword lists and to think about the queries that users are like to search for on Google. How to make sure your ad show when people are typing relevant search terms? The answer is match type. Google will match those search terms with your keywords based on the match types and relevancy.  Match types tell how much "freedom" Google has when pairing your keywords with search queries. It all depends on how strict or loose you define your keywords by using match types. Match types will seriously influence on which search terms will trigger any given keyword. There are five primary match types: broad, broad match modified, phrase, exact, and negative. The first four types are different ways of letting Google know how they should treat search terms in relation to those keywords. Negative match type is the keywords that you don't want to use. When people search terms match your negative keywords, your ad won&

There are three separate stages of building keyword lists: Keyword research Keyword planning Keyword organization Keyword Research Before you launch a campaign, we need to do some research to understand what keywords are going to be effective and profitable. Most importantly, you need to find out how much you want to bid on each keyword and how much revenue will be generated from those keywords. In order to do good keyword research, you need to understand your industry at first. What is your industry market size? What the main customers are you selling to? You need to know your industry, your customers, and product well.  Then, you need to put yourself in your customers' shoes. What questions might your customers have when they are looking for answers on Google?  You need to understand when your customers decide they need your products.  Finally, you need to think about the ad group and campaign structure. What is the theme of your campaign? Are different ad

Keywords are very important for any Google Ads campaign. According to the course, keywords are the "items" up for auction. They could be a description of your product, key feature of your product, or anything related to your product or service.  It's important to get your keywords right. Every single ad group has keywords, and every keyword that we select to our account represents an item that we want to bid on. Of course, we want to get some impressions when someone searches for something similar to the keywords. The keywords we add to our ad groups instruct Google as to which queries should trigger our ads. Google tends to refer to queries as search terms. Queries and search terms are exchangeable. Basically, queries and search terms are what the user enters into the Google search box. That's not necessarily your keyword. For example, if you are selling baby crib, your keywords could be " convertible baby crib", "4 in 1 baby crib", "li

I learn a very useful model called B.J Fogg Model from the course.  This behavior model contains three important parts: motivation, ability, and trigger. Basically, in order for anybody to take the desired action, they need to have the ability to perform the behavior and need to be motivated to perform that behavior. Image from Medium As marketers, our job is always about influencing human behavior and trying to get people to perform the desired action to convert or to do anything that will ultimately lead to revenue. We need to increase ability, decrease the difficulty of the task, so it will increase motivation to perform. When customers know what they want to buy and clearly have high motivation, if they think it is complex to accomplish, they may give up. Therefore, marketers need to give a trigger to decrease the difficulty of the task or perceived ability.  For example, if a person wants to earn a college degree, he has high motivation, but he may not consider program

How to write a good ad copy is always a big question for every brand. For all those campaign settings, they are more likely rational things, but when it comes to ad creation, it becomes a more emotional context. How to write an ad that not only grabs users' attention but also take them to the final moves? Google Text Ads Basics The text ad includes two headlines. Each headline shows up at the top, and each headline has a maximum of 30 characters. Then, there have a display URL and two paths with 15 characters per path. The display URL doesn't have to be the website or landing page that a user is going to. Use some relevant keywords or search terms in the path will increase your quality score. Next, we have two descriptions with 90 characters for each. We can write some relevant information about the product or services. Try to keep it as simple as we can because most people don't read the description as much as headlines. There also have some compliance