Every digital marketer knows that running a pay-per-click (PPC) advertising requires time, energy, and money. For one, you have to produce ad copies, have them displayed, and do what it takes to ensure these ads are clicked for your website traffic. When the ads are clicked, you then have to pay the publisher, which means that the PPC campaign is indeed a costly investment.
Fundamental to PPC ads on Google Adwords is the use of keywords. With search engines, you have to bid on keyword phrases relevant to your target market. As the success of your campaign largely depends on your keyword choice, here are three keyword tips for your Google Adwords to drive high conversion for your business.
1. Use the right keyword matching option
It’s best to use varied keyword matching options so that your keywords become relevant to your users’ search queries. With such relevance, you can expect your ads to be displayed in the search results.
There are four match types you might want to consider for your keywords, as follows:
- Broad Match: This is the default match type for your keywords when no other match type is specified. This keyword match type allows you to reach the widest audience, as it accepts misspellings and synonyms in order to trigger your ads to appear.
- Modified Broad Match: This match type allows ads to be displayed on searches containing the keyword or close variations in any order—but not synonyms. This gives you greater control over your ad impressions, allowing you to avoid generic users, but you can be more restrictive around the specific queries.
- Phrase Match: This match type displays ads for searches containing the exact phrase as the keyword, or a close variation of the phrase. Phrase match is ideal in targetting users who can be your potential customers.
- Exact Match: This match type only displays ads for searches that are an exact match to the keywords. Operating solely on exact matches might reduce your chances of getting ad impressions.
2. Determine your negative keywords
Negative keywords play a vital role in PPC advertising, as it helps bring the most relevant users to your ads. Essentially, using negative keywords help you tell Google when not to display your ads. You can make use of this whenever your keywords have a lot of similar but irrelevant phrases.
For instance, you run a particular ad for searches such as, “ PPC ad campaigns.” Now with a broad match, the chances are that your ad may reach a user searching for “PPC campaigns.” That given, you can put the word “ad” under your negative keywords.
3. Employ the use of your brand keywords
In the world of PPC advertising, running your ads using brand-related keywords may appear unconventional. However, you might as well take the plunge and keep up with many businesses that have started to do so. By coming with ads based on your brand keyword, you can take advantage of a handful of benefits.
First, you can establish authority with your brand taking space all over the results page. Second, your competitors might take a grab of the users searching for your brand, making your brand a standout. Third, you own whatever goes into the ad by incorporating your brand keyword. Finally, you can already establish a rapport with the people who click on your ads.
The use of proper keywords can be instrumental to the success of your PPC campaign and your business in general. That said, make sure to follow some of the valuable keyword tips outlined above — use the right keyword matching option, determine your negative keywords, and use your brand keywords.
Know that unoptimised or ineffective ads can harm your business. With the time, effort, and money invested in PPC advertising, you want to make sure that your PPC ads work wonders for your business.
If you’re looking for a Google Adwords agency in Crewe, get in touch with us to see how we can help.