Choosing the right set of keywords for your online campaign will direct your ads toward the right customers. Essentially, your keywords should match the terms commonly used by potential clients when looking for your products or services.
When you’re new to this endeavor, it can be very difficult to predict the outcome of a new search campaign. This is the reason why planning your page’s keywords is very important to the campaign’s success. Here are the things you should remember.
Think Like a Customer
It goes without saying that as a business owner, you know exactly what you’re offering. That said, identify the categories related to your business and list down the phrases or terms that fit right into those. Choose phrases or terms that your potential customers would likely key in when looking for your products or services online.
For example, if you’re selling women’s footwear, you can start off with the most obvious set of keywords, like “women’s shoes.” You can also be more specific, like describing the type of shoes women often wear, such as “women’s high heels,” “women’s tennis shoes,” and the like. Expand your list even further by including product names or your brand.
Target Specific Customers
Targeting customers is the best way for you to get to them directly. To do this, you must come up with a set of specific keywords so your ad would appear whenever a potential customer searches for that term. But don’t get too specific. This would mean that you’re likely to reach very few people.
For example, if you’re selling athletic footwear, you can be more specific by choosing a keyword like “men’s lacrosse shoes,” if this is something you offer. This will ensure that your ad is chosen whenever someone looks for this type of shoe or visits a lacrosse website.
There’s Nothing Wrong with General Keywords
There’s an idea going on that general keywords don’t work. Given the amount of services that may be similar to yours offered online, competition could get even tougher, so most marketers generally avoid it. However, you should also consider the fact that general terms reach a wider demographic. There’s a chance your ad will show up even to those people who are mindlessly browsing online.
Since general keywords normally require higher bid amounts, you should test them out first to see if it will indeed benefit your business. Now matter how general your keywords are, ensure that they are related to your business. Otherwise, you’d get penalized. Also, never duplicate keywords or do keyword stuffing on any of your site’s content.
Learn How Ad Groups Work
The chance to showcase more of your products and services is improved if you group your ads and keywords into ad groups. You can create several ad groups, but make sure each one has a set of keywords in it are all related. If you make the mistake of adding all your keywords into one ad group, a customer looking for “formal shoes” may end up getting results for “basketball shoes,” instead.
For example, one ad group is for “formal shoes” and another is for “running shoes.” Your ad group for “formal shoes” must include keywords like “dress shoes” and “evening shoes.” Meanwhile, your ad group for “running shoes” should contain keywords like “running sneakers”and “tennis shoes.”
When keywords inside your ad groups match, potential customers will find more options, so they won’t have to switch to another website looking for the same product instead.