Google Ads: Achieving Keyword Success in 2020
It’s no secret, the ads search of Google ads are getting expensive in 2020.
Thanks to the extreme growth of the CPC, the cents of the last days are no more. The new Planner keywords Google Ads can’t go back in time; however it can increase the performance of your campaigns.
Fortunately, Google’s updated keyword planner offers more information than ever before, which will help you maintain and improve performance with less effort.
But before you start learning how to improve your keyword research with the new Google Ads keyword planner in 2020 (formerly Google Adwords keyword planner), you need to organize your basic concepts.
You need to learn best practices first before taking advantage of Google’s new and updated keyword tool for maximum success. If you also want to learn how to find keywords that drive sales without spending a lot, keep reading.
We all want to be able to target the broadest and most generic keywords in the industry and instantly have a successful campaign however there is only room for 10 results on the first page of Google. However, this is not a viable way to achieve SEM or PPC success.
Balance low and high-volume keywords
Selecting keywords is a balancing act. If you choose broad keywords with 100,000 monthly searches or more, you can get a lot of clicks to your website. However, there is a good chance that you will get a lot of untargeted traffic (people who are not really interested in the services that the company offers).
On the other hand, a lower volume keyword can generate only twenty visits per month, however it is everyone who wants to buy a similar product or service to the one on your website. With keywords, you want a balance of both.
Remember: when it comes to searching, bigger isn’t always better. It’s generally a good idea to look for longer, more specific keywords that are directly relevant to your product with lower search volumes, rather than generic industry terms like “marketing”. They are called “long tail keywords”.
Ignore custom metrics like search volume, visits, impressions and clicks. It doesn’t matter if your website has 1,000 clicks, it only gets a single conversion. As a company, 200 clicks and 20 conversions or enquires are a much better deal.
Bid only on what makes sense for your results
Typical Google Ads conversion rates for the search network are 3.75%, on average, across all industries. This makes it difficult to maintain a profitable campaign. For example, if your website sells a product for EUR €150, you may not have a cost per conversion of EUR €140. Adding the cost of the products or services, you would be losing money.
With an average CPA of EUR €36, you need to sell a very profitable product or have a high rate of return and LTV to stay afloat. Always remember the cost of your keywords and bid higher or lower based on your results.
If your campaign is very profitable, but you’re getting low traffic, increase your bid to get more clicks and get a higher ranking. If clicks cost too much, offering a negative ROI, lower your bids to get fewer clicks at a cheaper cost. (Or target less competitive keywords.)
Setting an intention before its live is crucial
Search intent is the most important (and overlooked) factor in keyword selection and SEO. PPC and SEO for Google ads are perfect for digital marketers because users are actively looking for solutions. 75% of consumers who click on search ads say they make it easier to find the information they’re already looking for. While on platforms like Twitter and Facebook, users are not.
The search intent is simply the intention behind a particular search. What does the researcher want or need? For example, when you search for a term like “how to incorporate a Cyprus company this week”, you are probably eager to start business processes as soon as possible.
You’re at the bottom of the funnel, and almost anything can get you to convert, even a slow ad that leads to a mediocre landing page. However, what about a term like “best countries to incorporate a company”? What is the intention of this search term?
The user is probably not ready to invest or start business proceedings, however still wishes to examine a variety of options and analyses. Still, companies bid on that term and are probably paying incredibly high costs for clicks that won’t convert in the short term.
Someone looking for the “best CRM” probably doesn’t want to see a CRM company saying it is the best, they prefer analysis and comparisons. A great way to see if your instinct is true is to scroll down to organic results.
You must instantly recognise the intention. Popular organic content is all reviewed, not companies publicising their own exploits. This means spending money on that term is not likely to generate a positive ROI, at least not in the short term. The intention can make or break your strategy and budget. Making sure you get the intent right should be an important part of any Google Ads review and audit.
Always use negative keywords to reduce ad spend
Negative keywords are critical when creating a keyword list. Negative keywords are those for which you don’t specifically want to show your ads to users for. For example, if you do not offer free consultations, you don’t want to show an ad for “free consultations” and pay EUR €20 per click.
Using negative keywords can dramatically reduce your wasted spending by cutting out terms that will not convert. For example, if you want to advertise web design services, avoid free searches and completed designs, such as templates and themes that are not directly relevant to your service.
In the next article, we will discuss exactly how to find meaningful keywords with better competitive metrics.
Contact us to see how we can assist you build a successful Google Ads campaign for your business today!