The Importance of Keyword Research in Google Ads Campaigns

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Online search is unimaginable without keywords. The keywords are the common words or phrases using which the customers search for the products or services over the web. Thus, the digital marketers weave the campaign around the keywords that help attain various objectives. The marketers need to perform thorough keyword research as it is crucial for enhancing the visibility of the product or service.

However, visibility is just one of the achievements. The real struggle lies in converting a curious visitor to a loyal customer. The keyword research is important for achieving more numbers in terms of orders and repeat orders. So, let’s explore how keyword research plays an important role in Google Ads Campaigns.

 Helps understand the audience

By understanding the audience, the marketers can match the selling propositions of a product or service with commonly used words or phrases. The keyword research can be done with tools like Ahrefs, Google Keyword Planner and Wordstream that roll out all the keyword groups on a mere mention of product category or type of business. Thus, marketers can use those keywords which buyers use for searching products or answers to their queries. The planners give an idea about the number of searches made using any keyword or keyword group.

Audiences can be attracted by delivering the content that answers their queries perfectly. Thus, content quality can be improved with keyword research. The advertisers can choose the type of content to serve by doing a competitor analysis. Understanding how competitors have used the keywords in the content helps business find out what clicks to the audience. So, by developing an understanding about the audience, the content creators can produce relevant content and reach the maximum possible people.

Improves quality and content of the ad copy in terms of visibility

By using this information, the advertisers can design the ad copy and make it rich with correct keywords. The ad copy needs to be made to fit a limited space. Thus, the relevance of the message matters the most. Also, it is required to be more visible. The keyword research helps pick the keywords for including in the ad copy, if possible.

The keywords can be a product category, a product and place name, or a special service offered. It helps understand precisely what the buyers are looking for.

Thus, by carrying out a thorough keyword research, the marketers can design the ad copy in a user-centric style. The keywords, however, should not look stuffed and need to gel with the message seamlessly. Such ad copy that places the keywords in a prominent position and offers the information correctly is expected to earn a higher quality score. As a result, the advertising campaign becomes cost-efficient as it reaches more people at a set budget and earns the businesses more conversions too.

Helps to know keywords that don’t perform

When any business brings a professional Google Ads specialist on board, failure of keywords to perform can be one of the reasons. The keyword research includes an important study, which is the study of negative keywords. The businesses can work well on a chosen budget when the advertising campaign makes the best use of keywords. There are certain keywords called negative keywords on which the businesses don’t want clicks. Such clicks actually don’t hold any value and can hit the PPC budget. So, including the negative keywords in the campaign is important to make the best use of Google Ads budget.

Google Ads consultant is also required for auditing the campaign. The most important part of the audit is keyword performance. There can be some keywords which are not delivering the desired results. The solution may lie in rewording the landing page content, or replacing the existing keyword list on account of relevance. The keyword research done thoroughly can help make these decisions, and offers the marketers the best strategy for launching or re-launching successful ads campaigns.

Helps earn more traffic to the website

The keywords are detected by crawlers which search engines use for picking the relevant sites or pages from the horde. These are also useful for drafting click-worthy headlines. The Google Ads expert uses keyword research as a tool to pick the keywords that can help improve the click-through rate (CTR) of the ad copies.

By drafting the click-worthy headlines, the marketers incite the curiosity of the searchers. The curious searchers are most likely to visit the website. Thus, a substantial increase in the traffic size can be achieved with the keyword research. It helps in many ways:

1.   It helps boost the website reputation: When there are lots of visitors to the website, the search engine looks upon it as a trustworthy site and gives it a good position in the results page.

2.   Higher number of leads: If the website is serving precisely what the searchers are seeking, it is likely to get great response in terms of calls or footfalls. The onus lies on the business owner to capitalize this aroused interest and create more earning opportunities.

3.   Better quality of leads: By working up to the expectations of the visitors, the websites can generate more quality leads. These visitors are not casual passers-by but show interest in the product by spending time at the product page or adding a product to the cart. If the sales is not achieved in one go, there are methods like retargeting ads, which can be used to remind the customer of their recent visit to the website.

Thus, keyword research done right can open the plethora of possibilities for the website. It can benefit from the attention that it earns with keyword use, keyword planning and keyword replacements, the reasons for which any Ads expert does the keyword research.

Helps understand the competition level

The keyword research can help find which competitors are using the same keywords and how. The information  about the competing domains help find out if the higher position in the search engine is possible to achieve or not. For instance, if the competing domain is quite high on authority and you are just a novice, you may not be able to achieve the marketing targets.

Thus, it leads the advertisers to low competition keywords. Also, it tells about avoiding those keywords which are already targeted by stronger domains. By doing so, you can concentrate on the keywords that are likely to yield the results at your budget and not jump the bandwagon blindly. When the marketer tries to copy the approach of a high domain site without thinking, it can hit the budget and may not deliver the desired results.

It takes us to the next advantage which is generating content ideas.

Keyword research can help develop new content ideas

The keyword research allows the Google Ads experts to form the premise for content evaluation. By redesigning the content with inclusion of new keywords and on the basis of understanding of user intent, the Ads experts can increase the visibility as well as relevance of the content. This change can help get more visitors to the website and give a kickstart to meaningful relationships too.

To make an ads campaign work, the websites may need to work upon their content too. It can be done with the help of keyword research that highlights more relevant keywords, less competition keywords and negative keywords as well.

How to perform keyword research in a result-oriented manner

The biggest source for finding trending keywords for Google ads campaign is Google itself. There is a strong feature called Google Suggest that tells a great deal about the long-tail keywords which are in use. The Ads manager can pick the phrases relevant to the client’s business and include them in the keyword list while designing the campaign.

Another important resource is the keyword research tool. This tool can highlight how frequently the keywords are being searched, and it gives information about the related keywords as well. If the keyword is difficult to rank, it also can be found out from the keyword research tool. Thus, the Ads campaign experts can get the correct information for picking the right keywords that serve their purpose and fit in their budget as well.

Brainstorming the keywords is another important part of keyword research. When you select a topic and try to find out all the questions that surround it, you are quite likely to come across the most used keywords. By using the long-tail keyword tool, you can find the closest match to the questions and have a list of keywords worth using for the campaign. Thus, by thinking like a user, you can come close to the user intent and develop a keyword list that populates most of the searches.

To conclude,

Keyword research is very important for giving the right direction to a Google Ads campaign. The Google ads consultant get a fair idea of keywords worth targeting. They also get to assess the content to find if the keywords are being used righteously or not. So, the keyword research can be a good starting point when the website needs to design a Google Ads campaign that can help it reach the strong positions on the results page.

Media Challengers, led by Birendra Kumar, is the foremost SEO and PPC services company, specializing in implementing a comprehensive range of online marketing techniques to enhance business profitability. As a Google certified agency partner, we bring expertise in SEO (Search Engine Optimization) and PPC (Pay-Per-Click) strategies to drive successful digital campaigns.


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