Today’s Tuesday Ad Text Tip is: take the time to research the most relevant keywords to include in your ad copy so that you’re directing the right kind of traffic to your product or service. More traffic is not always better traffic.
- Run a Google Search of Potential Keywords: The best place to start while researching which keywords to include in your ad copy is to get a feel for what kinds of language already exist in your ad space. Running a quick Google search of potential keywords is a great way to learn more about how popular a specific keyword is and the level of difficulty associated with ranking if you chose to include this keyword. Another benefit of doing a Google search is that you can see what kinds of words or phrases appear in related search results that are not directly related to your product or service. These words or phrases can be added to your list of negative keywords to refine what type of traffic is generated by your ad.
- Use Searcher Psychology and AdWord’s Keyword Planner to Develop a List of Keywords: It may be tempting to include popular or general terms or phrases in your ad copy solely to generate more traffic, but more isn’t necessarily better. Although including popular keywords may increase your ad’s CTR, it does not ensure that the right kind of traffic will be directed to your page and drive conversions. Ads are more likely to drive conversions when they direct consumers to the exact product or service that they are looking for. The best method for developing a list of keywords is to first utilize “searcher psychology,” or think in terms of what kinds of words or phrases your potential consumers will search for. Another resource for keyword research is Google AdWord’s Keyword Planner. Keyword Planner allows you to brainstorm keywords for your ads by searching keywords (word or phrase relevant to your business), landing page (landing page on your site or a competitor’s to scan for relevant keywords on those pages) or by product category (chose keywords from thousands of pre-defined categories). You can also narrow your keyword list by using Keyword Planner’s filters including average CPC, estimated search volume, and keyword competition.
- Testing, Testing & More Testing: The only way to find out exactly which keywords drive the most relevant traffic is to test, test and test some more. You can utilize the information gathered from the Google Search Terms Report in AdWords to help you improve your ads. The report includes a list of search terms that people have used before seeing your ad and clicking it. You can use this data to tweak the keywords you include in your ad copy before testing your next round of ads.
When creating your keyword list, what matters most is connecting the right consumers to your unique product or service, and the first step towards this goal is to take the time to refine your keywords to the most relevant terms and phrases as possible.
Here’s a recap of today’s Tuesday Ad Text Tips:
- Begin your keyword research by running a quick Google search of potential words or phrases. You can gather information about a particular keyword’s popularity, how difficult it may be to rank if you include this keyword and related terms or phrases.
- Develop a list of potential keywords by first brainstorming what kinds of terms and phrases particular consumers might be using to find your product or service, and refine this list by using the AdWords Keyword Planner tool.
- Keep testing different variations of the keywords you chose to include in your ad copy. The more relevant the language is that you use in your ads, the more likely you will be to drive the right traffic and conversions.