Keyword research is the blueprint for paid search success. While searching for keywords may seem complicated, it’s actually not difficult. The biggest mistake we often see with companies is that they do not do proper keyword research, which can hurt their performance in the long run.
It’s impossible to guess exactly which search terms your audience will use. Because of this, you need to develop a solid campaign strategy. To do this, you should align your research with the company’s goals. For an agency, this process is a lot simpler because we have access to a wealth of experience and data. You can look back on past trial and error from similar accounts while working with the current keyword rankings. If you want to do this yourself, you’ll need to conduct extensive research into the terms and search queries you want to target.
Finding the right paid search keywords is more than simply using a tool to generate a large list. While this will give you a wealth of real and relevant keywords, these words won’t necessarily resonate with your target audience.
Once you have a list of keywords, you will then need to use your knowledge of your target audience to narrow it down. Consider what has worked for your brand in the past, as well as what’s working for your competitors.
The ideal keywords also need to take the searcher’s intent into consideration. For example, a boutique that sells exclusively women’s clothing wouldn’t want to use “men’s shirts” as a keyword, as this could attract the wrong audience. Using keywords that are not relevant to your target audience could still drive traffic to your site, but it is less likely that these users will convert to customers.
Once you have a more concise keyword list, you’ll need to look at the monthly search volume. Make sure that the relevant terms you’ve selected have a sufficient number of searches per month.
Much of the process of choosing keywords is trial-and-error. You can project how well keywords will do in a campaign through past data. However, you might find that some keywords gain traffic but not conversions. Testing keyword variations can help gain conversions in addition to increasing site traffic.
You should consider testing phrases that include your root keyword but are more descriptive. For example, if you’re selling women’s clothes, you might look at a root keyword like “tops.” However, that’s not where your research ends. Most searchers won’t just look for tops. They are more likely to search by that root keyword plus other descriptors, such as “comfortable tops,” “knit tops,” or a specific size.
The most effective campaigns often use keywords that are very niche and descriptive. You’re more likely to attract the right audience and make a sale with these keywords. However, you’re less likely to generate a great deal of traffic. This is why it’s important to tailor your keyword strategy to your specific campaign goals.
Keyword research takes a great deal of time and knowledge. At ZGM, our staff brings a wealth of experience to dive into the data and determine the best opportunities for success on paid search. Contact our team to develop your business’s campaign and keyword research strategy.