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It’s super important to choose the right keywords when using Search ads in Google Ads. The keywords typed or spoken into Google give a strong indication of what the user is looking for and whether they could become a paying customer or are just looking for information.

The Google Ads Keyword Planner provides you with a wealth of information about what people are searching for. Use the keyword suggestion tool to give you a long list of suggested keywords on your topic. Once you have this list, it’s time to whittle it into possibilities!

The first thing you want to do is look for keywords that would indicate someone is searching to pay for a solution rather than looking for a free option. Try to group keywords into different categories so that you can tailor the ads to their needs.

Since your budget is limited, it’s better to choose keywords that indicate someone is closer to a purchase decision. If you select common keywords with 100,000 searches per month you’ll have the opportunity to get lots of clicks. But then you have to pay for all those clicks!

A lower volume high intention keyword might only bring you twenty new visitors a month but those visitors might be ready to buy right now. Since you need real business results to pay for your ads, always go for the keywords that are most likely to get you sales.

If you have competitors bidding against your business name, you’ll probably want to include your own business name in your keywords, because ads show up before organic search listings in Google.

Next, you’ll want to use your ideas list to come up with “negative” keywords. These are the words that would indicate that someone would not make a good customer for you. So if you sell silk shirts, “pattern for silk shirt” would be a negative keyword phrase. Since you don’t sell patterns you don’t want to pay for these users to come to your website. A negative keyword excludes those users from seeing your ad. Ultimately you’d want to have as many, or more, negative keywords as positive ones.

Do take into account the Cost Per Click (CPC) of your chosen keywords. Keywords vary in price vastly between different industries. If you sell a product that’s $10, you don’t want to target a keyword that costs $9 per click!

Make sure you only target keywords that you can cover with a reasonable Return on Ad Spend given the expected conversion rate. Sometimes that might mean you have to exclude Search as an advertising channel as it costs more than some other options.

This tip and many others are found at https://www.petramanos.com/category/tips/

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Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

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