If you want to increase your conversion rate on Google Ads, you need to develop the right strategy. In today’s world, competitors from all over the world are trying to attract the same prospects and customers. However, developing a workable plan is easier said than done.
There are multiple aspects to running a great pay-per-click (PPC) campaign, such as your ad copy, relevance, images, landing pages, and follow-up techniques. But the first, and perhaps most important, step is to identify the right keywords to target and find the best keywords for Google Ads.
Knowing how to choose the best keywords for your Google Ads campaign and how to target the right keywords for Google Ads will allow you to reach more interested customers with relevant content and offers, reducing time spent and wasted. In this way, you can gain an advantage over the competition in the market.
Account Structure: High Search Volume Keywords vs Low Search Volume Keywords
One of the most critical elements of the paid search process is account structure and then how to find the right keywords. Proper structure means your keywords, ads, and landing pages are aligned with your business goals.
Finding the right Google Ads account structure is like looking for a needle in a haystack. There are many different approaches, depending on your goals, budget, location, company size and industry. So let’s discuss the different ways you might want to structure your campaign based on your specific situation.
Tip 1
You must think you have to choose a higher search volume or low competition keyword? We’ll start with two different scenarios, in both cases using high-intent keywords:
Scenario A
This ad group has one keyword with a search volume of 10. The cost per click (CPC) is $10.
Scenario B
The ad group has ten keywords, each with a search volume of 1. The cost per click is $1.
Based on the above two use cases, which ad structure should be used?
Learn about keyword search volume vs. Keyword count:
Remember, keyword search volume refers to the number of searches for a specific keyword in a month.
That’s why this is an important aspect to consider. For a keyword worth targeting and paying for, it needs to deliver a lot of searches. Otherwise, it could mean that not enough people are interested in that particular keyword or phrase, so it won’t generate enough ROI.
However, Scenario B above represents one approach to this problem. Instead of bidding on high search volume keywords (which are more expensive), you can target multiple low search volume keywords. This approach can expand your audience and reduce the cost of testing different keywords. You can show the same ad to different people using different search terms.
This strategy of bidding on multiple low-traffic keywords to show your ad to enough people may be more budget friendly. Typically, high-intent keywords (those used by people further down the sales funnel and closer to converting) will have a lower volume.
So you must be thinking about how to determine the best keywords for Google Ads? Either of the above is true, but if you take a deeper look, both are equal.
For example, at any given point in time, there may be more people searching for “type of roofing material” than people searching for “buy a new roof now.” While high-intent “buy” keywords may lead to higher conversion rates, bids will increase significantly and your search volume will decrease significantly.
Criteria for choosing the right keyword search volume
You may have noticed that both of the above account structures offer potential advantages to your Google Ads campaigns. But how do you decide which one is right for your business?
When choosing keywords based on search volume, let’s consider a few key factors:
Does it have good search volume for your niche?
You can’t search Google Ads for all keywords for any industry. Different keyword volumes will be more effective across industries. For example, searches for highly specialized services such as laser eye surgery may not be as high as searches for generic products such as tissue.
What does keyword competition look like?
Thanks to countless PPC tools — both free and paid to find the best keywords — there’s no reason not to have at least a cursory understanding of keyword competition. While higher-volume keywords can drive more traffic to your landing pages, they are also more competitive and cost-effective than lower-volume keywords. Getting the right balance is both an art and a science.
What is the level of purchase intent for the keyword?
You need to ask yourself what is the goal of the campaign you are running. If you just want to “get your name in front of people” and run a broad publicity campaign, high-intent keywords aren’t that important yet. However, if you have a very “direct response” oriented campaign, you don’t want to waste your money on someone too early in the buying cycle.
The following diagram nicely summarizes the main content of this section:
When should keyword search volume be ignored?
Search volume is a key aspect when deciding how to choose keywords for Google Ads. However, choosing keywords isn’t the only thing to focus on. Sometimes, you need to look at other aspects of your campaign to target the best keywords.
Here are two examples, especially when you might want to de-prioritize keyword search volume when doing your Google Ads keyword research:
1. Keywords contain strong purchase intent
Despite lower search volume, it’s wise to bid on keywords with a lot of buying intent, because while fewer people may be searching for them, people using those terms are more likely to convert. If you keep this in mind, you’ll have a better understanding of how to choose keywords for Google Ads.
2. You have specific insight into keywords “under the radar”
You’ve probably spent months or years honing your target audience. You can get insights and needs from your audience. From this, you may come up with new keywords that your competitors don’t even know about, giving you a decisive advantage and an early lead.
How to Choose Keywords for Google Ads: Revisiting Scenarios A and B
Let’s say “blue jeans” is the exact match keyword we used in Scenario A. In Scenario B, we used 10 exact match keywords.
In Scenario B, our CPC is $1. So, we have multiple ways to get conversions at low cost. This can lead to a better return on investment (ROI). And we know that the ultimate ROI cannot be ignored when considering how to choose keywords for Google Ads.
Tip 2
Although the number of each keyword is relatively low, numerous keywords provide broad reach. By using different keywords, you can also expand the way you convert your audience by choosing the right keywords for your Google Ads campaign.
Google’s traditional recommendation suggests adding 10-20 keywords to an ad group. Google says this is the best approach because these keywords form a pool of search terms that potential customers may use when searching for products or services your ad could show.
If you choose keywords and want to focus on a single keyword ad group, if it keeps growing, there may be hundreds of thousands of low search volume keywords, but it can be difficult to manage the group every time you create a new ad. The reports and their management will be huge enough. If you have hundreds of campaigns, you won’t be able to manage such ad groups every day if millions of keywords appear. For that, you need a smart tool that can suggest a sample of hundreds of thousands of keywords and provide some smart actions to act on them on a daily or weekly basis.
How do keywords affect conversion rates?
It is important to understand that lower search volume leads to lower competition. However, higher purchase intentions will better consider conversions. Your conversion rate depends on a variety of factors.
Your landing page will have a huge impact on your campaign performance. Elements like copy, images, videos, etc. will determine whether people convert. However, bringing them to your web page in the first place is the first step. And depending on the keywords they use, they are more or less likely to convert.
Because the total number of visitors is critical to conversions, Scenario B will usually give you a higher conversion rate than Scenario A.
Certain keywords drive users deeper into the funnel in your flow. Therefore, you need to choose carefully the keywords you choose for your ad group. Make sure your users know what they’re getting and you’re giving them it.
Higher volume keywords
When you notice a high number of keywords, this is a good sign. This shows that more customers are interested in this topic and that they are using Google to learn more about it. High search volume keywords can increase visibility, thereby expanding your profile on the web. It can even lead to higher organic rankings in search engines. But we need to weigh various parties to know how to choose keywords for Google Ads:
Pros:
- More people may see your ad.
- More people are likely to click on your ad.
- More people are likely to buy your product or service.
Cons:
- Your CPC may be higher.
- More clicks mean higher costs.
- Your click may not be eligible.
Low volume keywords
If a keyword is marked as “low search volume,” it generates very little traffic. That means it’s irrelevant to most people who search. To address this issue, Google will temporarily disable these keywords to prevent them from showing your ad. This is to help you reserve your budget for better performing keywords. Still, low-volume keywords are a great way to discover untapped needs in your market or growing demand for a particular product or service.
Pros:
- Your CPC may be lower.
- Fewer clicks mean lower costs.
- Your clicks may be more qualified.
Cons:
- Few people will see your ad.
- Few people will click on your ad.
- If the intent doesn’t match, fewer people may buy your product or service.
Tip 3
How to Choose Keywords for Google Ads: Additional Criteria
1. Keyword CPC
There’s probably a reason high volume phrases don’t lead to better results, because people might not even bid on it. These will have higher CPCs and probably still won’t increase your conversions. Beware of these “gotcha” keywords.
On the other hand, based on your research and experience while researching Google Ads keywords, you may notice that a particular keyword seems relevant to your audience. Many times, you can use these terms to effectively attract leads and conversions at a lower cost per click and at a better rate that fits your budget.
2. Target market
You might be selling a very specific product. Therefore, you will not be very impressed with certain keywords. You have a narrow target market and know what they want on a particular level, it won’t be most people. If your strategy revolves around long-tail keywords, don’t be intimidated by low numbers.
On the other hand, if your product is generic and helps a lot of people, higher volume keywords are usually worth it, even if the CPC increases. Remember to constantly evaluate your target market and judge your campaign against their needs, not just what everyone else is doing.
3. Price quoted
Usually, the amount you can spend on advertising increases with your price. However, if your product is cheap, it may not make sense to bid high on your keywords because there is no profit margin.
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4. Purpose of Google Ads
Always keep your final campaign goals in mind. If you’re just gaining visibility in the market, you’re probably just looking at your Google Ads as an entry price, and total conversions won’t be the deciding metric.
Some Google Ads campaigns are just for exposure, so the value is in the long-term sales process. However, if you sell one-off products or more transactional low-cost items, you need to be more tightly controlled on advertising costs and how they relate to your bottom line.
5. Keyword performance
The clickthrough rate (CTR) and CPC for a given keyword are good starting points. But the real test of these phrases will be in the conversions they provide.
If your keywords are not delivering qualified clicks or leads, you need to focus on conversion rate optimization no matter how many people are searching for them. At the end of the day, you have to look at your funnel to determine which keywords drive the most profit. Despite a smaller market, keywords with fewer volumes can generate clicks and conversions at better prices.
6. Long tail keywords
Shorter keywords are incredibly competitive simply because they can represent more traffic. However, the ROI can be relatively low. With long-tail keywords, you can narrow down your target market better.
This allows you to serve more precise ads and landing pages. You can reach customers faster than your competitors because fewer companies focus on these long tail phrases. Remember, you are unlikely to be the only company in your industry. So any ability to have a “monopoly” in a corner of the market will immediately reduce your cost of competition.
Ad Group Best Practices
How to choose keywords for Google Ads is more than just terms you bid for yourself. It also heavily involves setting up these campaigns and ad groups in a way that maximizes your keyword’s ROI.
To help you get the most out of Google Ads, let’s take a look at some best practices you can use when developing your ad groups:
Organize as you go
You want to avoid waiting until the end to organize your events and groups. First, once you organize them, the data will have different meanings. By getting them in the right place from the start, you can trust that the data you see is more relevant to your campaign goals.
Create separate campaigns for unique settings
Don’t just create different ad groups, use new campaigns to make a big difference. For example, you should create different campaigns based on location or budget. Or, if you have different products, like shoes and shirts, each product should also have its own campaign.
Simplify Whenever Possible
Knowing how to choose keywords for Google Ads can be a challenge in itself. If you already know you have the right keywords, ask yourself if you need a different campaign or ad group.
For example, if you’re targeting the same location for all of them, then just run your ads with one campaign and different keywords. The same is true if you want all your ads to share a single budget. This can significantly reduce headaches and the time it takes to analyze your activity.
Choose a narrow topic
If possible, choose a narrow theme for each ad group. You can then use more specific keywords in headlines, ad copy, landing pages, and more. This is because people are more likely to click on an ad that contains the exact keyword they’re searching for because its common sense suggests it’s more relevant to them. Remember, searchers only care about the course of action that will help them the most in the shortest amount of time. Put yourself in your prospect’s shoes.
Aim for at least 3 ads per ad group
The secret to how to choose keywords for Google Ads is that you won’t get the perfect results you hoped for the first time. Often many different ads, ad groups, and campaigns are required to achieve the conversions you want. So give your ad group the opportunity to enter your market from at least three different angles. You may find that one keyword offers significantly higher costs than others. This means that you’ve just effectively split-tested your ad for free.
When you get started with PPC advertising, it may take some time to find the right combination of keyword match types for your campaign. It’s tempting to focus on those who promise the most impact, however, that would be a mistake.
If you choose keywords that don’t relate to the user intent of your target audience, you’re only driving the wrong kind of traffic. Instead of attracting qualified leads who might convert, you will attract visitors who have little or no intention of answering your call to action.
It’s important to establish a balance between reach and relevance in your keyword lists so you can drive this kind of traffic – and a lot!
What is Keyword Relevance?
Keyword relevance is a qualitative measure that allows marketers to understand how important a keyword is to their bottom line.
You can use this value to organize an extensive list by dividing your keywords into closely related groups and displaying them in order of keyword relevance.
What is keyword coverage?
Keyword reach is the potential audience a specific keyword can help your ad reach. It essentially correlates with keyword search volume.
If you choose a keyword that gets 3,000 searches a month instead of a keyword that gets 300 searches a month, you could potentially reach ten times the size of your audience by including more popular keywords in your ad copy. However, there are many other factors to consider here.
How Relevance Affects Quality Score
Often, your ad will resonate with a larger audience when your campaign elements align with user intent. Your ads and subsequent landing pages will relate to each other and to what people are looking for.
As a result, relevant ads tend to get higher Quality Scores. This means you can expect higher ad positions and lower costs.
The importance of a balanced list
People in the research stage may search using generic terms before using brand names and specific search terms because they are familiar with the product and are closer to converting.
Likewise, repeat customers may gravitate toward their favorite brands rather than searching for generic products.
It’s best to balance your use of generic and branded keywords so that you can reach a broad range of customers, which will increase your chances of conversion.
If you’re a new business or have a new product, it’s important to expand your generic keyword strategy to attract more new users. By investing in a branded keyword strategy, you can retain customers or build brand awareness around your existing products.
What are keyword match types?
A keyword match type is a method used by search engines to match user search queries to keywords you bid on. Match type gives us control over keywords, but we have to find the best balance of reach and relevance with our listings.
As you go through the match type funnel, reach increases, but relevance suffers. There are four types to consider.
1. Broad match
Broad match is the default setting for Google Ads keywords. If you have the broad match keyword “blue nike shorts,” search engines can match your ad to any single word within that term.
Pros:
- Maximum number of impressions, which is useful for collecting large amounts of search term data.
- High traffic may translate into increased sales.
Cons: - Most searches will be irrelevant.
- For all ineligible traffic, you will pay for clicks, but not sales.
- If people don’t click, your Quality Score will suffer.
2. Modifications are extensive
Modified Broad provides broad match range and more control. For example, a modified broad match for “blue nike shorts” would tell search engines that all three terms must be present, even in a different order or with other terms.
Pros:
- High traffic to help identify great new search terms as well as negative keywords.
- Better than straight broad match.
Cons:
- Still attract irrelevant search traffic.
- You need to be proactive in adding negative keywords so you don’t waste money.
3. Phrase match
With phrase match, a user search query must match your keyword, but it can be part of a longer query. For example, it would show if the user entered “men’s dark blue nike shorts”.
Pros:
- Good for finding context for related searches, as search data often reveals new words you didn’t think of.
Cons: - Still brings in some unqualified traffic, which can impact your cost and Quality Score.
4. Exact match
If you want to invest in relevancy above all else, exact match type keywords will help you match exactly the search terms that users enter.
Pros:
- Precise targeting so you don’t have to worry about irrelevant, ineligible traffic.
Cons:
- Since there is no room for permutation, different wording or word order, users must enter exact keyword terms in order for your ad to appear. This can cause you to lose qualified traffic – there is no way to know every search term people will use.
- Exact match types are usually more expensive. If they don’t convert, it’s a huge expense with little return.
