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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/

Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

david clayton myomasters

Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017