Keyword research is a crucial aspect of a successful Google Ads campaign, it helps you identify the search terms your target audience uses when looking for products or services like yours. Optimising your budget based on keyword research ensures that your ad spend is allocated effectively, maximising your return on investment (ROI). Here’s a step-by-step guide on how to do keyword research in Google Ads and optimise your budget accordingly.
Understand your target audience and business objectives:
Before diving into keyword research, it’s essential to have a clear understanding of your target audience and your business objectives. Knowing your audience’s demographics, interests, and pain points will help you identify the keywords that resonate with them.
Brainstorm an initial list of keywords:
Start by creating a list of seed keywords, which are the core terms that describe your product or service. Think about the words your potential customers might use when searching for your offering. Include different variations, synonyms, and phrases.
Use Google Ads Keyword Planner:
Google Ads Keyword Planner is a valuable tool for keyword research. Input your seed keywords, and the tool will generate related keyword ideas along with their search volume, competition level, and suggested bid. Analyse the results and add relevant keywords to your list.
Evaluate keyword relevance, competition, and search volume:
Choose keywords that are relevant to your offering, have a good search volume, and reasonable competition. High-volume keywords with low competition can be valuable, but they may be challenging to find. Don’t ignore long-tail keywords, as they often have lower competition and higher conversion rates.
Group keywords into ad groups:
Organise your keywords into tightly themed ad groups based on their relevance to your products or services. This will help you create highly targeted ads and improve your quality score, leading to lower costs and higher ad rankings.
Allocate budget to high-priority keywords:
Focus your budget on high-converting keywords with good search volume and reasonable competition. These keywords are more likely to generate a higher ROI.
Test different bidding strategies:
Experiment with different bidding strategies, such as manual CPC, maximise clicks, or target CPA. Monitor the performance of each strategy and adjust your bids accordingly to find the sweet spot that maximises results while minimising costs.
Optimise ad quality and relevance:
A higher quality score can result in lower costs per click (CPC) and better ad positions. Improve your quality score by creating relevant and compelling ad copy, optimising landing pages, and ensuring your keywords match your ad content.
Monitor and adjust keyword bids:
Regularly review your keyword performance and adjust bids for underperforming or high-cost keywords. You can increase bids for high-performing keywords to maintain their ad position or decrease bids for low-performing keywords to reduce costs.
Experiment with different match types:
Test different keyword match types (broad, phrase, exact) to find the most effective combination for your campaign. Using the right match type can help you control costs and target the most relevant search queries.
In summary, acquiring an in-depth knowledge of the Google Ads platform, including its intricacies, is essential, and this comes with experience. Performing tests and utilising the insights derived from the data is crucial for optimising your campaigns. Keyword research and bidding are just the beginning of Google Ads mastery, if you need further assistance or guidance, please don’t hesitate to get in touch with us.
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