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 groups have different themes? You need to find the keywords that match your theme.
Keyword Planning
When it comes to keyword planning, you will get a better sense of what your final campaign or ad group.
At this stage, you start to map out your keyword bidding strategy. You might apply different bidding strategies when you do the keyword planning.
You need to segment out your keyword research into two keyword groups: peripheral keywords and target keywords.
Peripheral keywords are those top funnel keywords. They don't necessarily represent as much as buyer intent. They will have a low conversion and low bidding cost, but it doesn't mean they are not valuable. You could send them to different content such as educational information. Most time, people who search for peripheral keywords are not going to make a purchase; instead, they look for some useful information.
Target keywords are those users are expressing commercial intent to buy. For example, their search terms may contain "buy", "special offer", "discount", "cheap", "promotion" and etc. Target keywords are more expensive, but it leads to high conversion. You need to make sure to send the users to the sales page.
Since the budget is always limited, you are going to start taking a good amount of these target keywords and spend 80 percent of your budget on them. Around 20% of your budget will spend on the peripheral keywords.
Keyword Organization
Keyword organization is about taking all the keywords that we want to bid on and organize them into tightly themed groups of 10 to 25 keywords.
All these keywords that you have added to the ad group are going to be rotating the same set of ads for that accuracy. Therefore, your keywords need to be specific because you want to send people to the right place.
Overall, in order to build an effective keyword list, you need to find the right keywords to enter your account. You need to learn how users search differently on the search engine. You need to find out what buyer journey are they in. And you also need to do content planning to apply those two types of keywords into the right content. Finally, always make sure to send people to the right information.
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