This post is for beginners who are looking for simple and easy to follow steps to find profitable keywords for Google Ads campaign.
What are keywords?
Before understanding what keyword is it is important we understand all aspects of keywords from match types to keyword research, planning and organization.
It is really important to have a very core fundamental understanding of what a keyword is inside the Google Ads auction.
Keywords are your customer’s thoughts put into text, every time someone does a search on Google they are asking a question and our keywords basically telling Google we have the answers to the question, solutions to the problem, we have what you are looking for and so on.
Every time someone searches on Google for some sort of information there is a live auction in Google Ads and advertisers are bidding for the keywords.
So, it’s important to understand the difference between keywords and search term or search query.
Keywords vs Search Term
1) Search term or search query is a what users type into Google search engine while finding information.
Let’s understand the search term with an example:
Ravi is planning to buy shoes online for the first time and he doesn’t know which is the best website to buy shoes online. To find this information, he goes to Google search engine and types his query. This query which he typed in form of the combination of words is called search term.
A search term is also known as search query. However, in Analytics, Search Console, and Google Ads report it is mentioned as “Search Term”.
2) Keywords are what you as an advertiser add in your Google Ads account that instruct Google as to which queries/search term should trigger your ads depending on the match types.
Let’s understand keyword with an example:
Assume, you as an advertiser bidding on keyword “buy shoes online” with phrase match type. Your ad would be eligible to appear when a user searches buy shoes online, in this order, and possibly with other terms before or after the phrase. So your ads will appear for all the search terms which are given below.
Phrase Match Type Example
Other Terms Before Keyword
Other Terms After Keyword
|best website to “buy shoes online”||“buy shoes online” at lowest price|
|best place to “buy shoes online”||“buy shoes online” india|
|best site to “buy shoes online”||“buy shoes online” mumbai|
|best app to “buy shoes online”||“buy shoes online” india cheap|
|cheapest place to “buy shoes online”||“buy shoes online” for womens|
You as an advertiser choose the keyword and these keywords inform Google Ads which queries should trigger your ad. The reason, I am saying which query because it’s not exactly the keyword you put into the account that might trigger your ad.
Let’s take one more example:
Assume you have added the keyword “generators on rent” as a phrase match type in the Adwords and when a user search for a query hire generators on rent in mumbai on Google. Your ad will be eligible to appear even though the query was not an exact match to your keyword and that’s because of the different types of keyword match types.
Keep in mind that the keywords don’t have to match up the actual search term.
Now that we know that what keywords are conceptually, let’s figure out how to find the best keywords for Google Ads by using below 3 steps:
1) Keyword Research
2) Keyword Planning
3) Keyword Organization
1) Keyword Research
Keyword Research is one of the most important tasks faced by an advertiser while creating a campaign. It is the process of finding right keywords for your ad campaign to connect with the right audience. To make the most of the keywords, you need to know how to find and use them in a right way.
The goal of the keyword research is to find the volume estimates for industry specific keywords, estimate cpc, and understand how people search for your products or services.
To start the keyword research, you need to come up with some keyword ideas.
You can come with some keywords from your own or by looking at your website page titles, categories, pages, navigation, and other way is through Google suggestion, Google related searches, and competitors website.
I will take you through step by step on how to find the right keywords for Google Ads.
(a) Google Suggestion
Let’s assume that you need to find keywords for adgroup mens formal shoes. Go to campaign – click on keywords tab on the left and you will be prompted to select adgroup for which you want to find keywords.
Select adgroup and enter keyword “mens formal shoes” or website url as shown in the screenshot.
As you can see after entering the keyword “mens formal shoes”, Google has come up with the list of suggested keywords. You can go through the list of keywords and add the ones which you think is relevant to your adgroup and website by clicking on the “+” icon.
Let me tell you Google will show you these suggestions even if you don’t add any keywords under “Get keyword ideas”. You must be thinking how does Google know what to suggest?
Because they are reading the text of our ads and adgroup name. They know that you have added mens casual shoes as a text in the ad copy and adword group.
While choosing keywords you should know what kind of product are you selling online is it cheap, branded, expensive etc.
Depending on this you should select keywords from the suggestion and always keep in mind that Google always shows keywords in broad match types.
Apart from this, you can get keywords suggestion from Google search engine, when you type your query in search engine, Google comes up list of suggestion query which you can use as a keyword in your adgroup.
As you can see in the above screenshot, the moment I type men’s casual shoes, Google comes up with a lot of suggestion related to the keywords such as men’s casual shoes online, men’s casual shoes white, men’s casual shoes under 500, etc.
According to your requirement, you can choose the keywords which fits well to your adgroup.
From this suggestions, you can also get some ideas for negative keywords. For instance, if you are selling shoes starting from Rs 999 so in this case you don’t want your ads to appear for the search term “under 500” as you are not selling any shoes under Rs 500. So, “under 500” can be very good idea for negative keyword as you don’t want your ad to be appear for this term.
(b) Your Website/Competitors Website
Another way to get keywords ideas to find profitable keywords for your Adwords campaign is by spying your competitors website like what keywords they are targeting on their website.
You can get ideas from website navigation, pages name, title and more. Apart from this, you can also use tools like SpyFu and SEMRush to find what keywords your competitors are bidding on and how much they are bidding.
This is one of the best Adwords tool which every advertiser should use it if they can afford it.
(c) Google Related Searches
You can definitely get tremendous amount of information from the search result page suggestion about related searches which is at the bottom of the search engine results page (SERP’s).
Let’s assume that you googled the term “men’s casual shoes online” and when you scroll down to the bottom of the page, you get lots of keywords ideas related to your search term such as casual shoes men, shoes for men online, and casual shoes for boy.
To come up with more suggestion click on any keyword given under “Searches related to men’s casual shoes online” and Google will give you more suggestion at the bottom of the page like this with new keyword ideas.
These are very important keyword ideas which you should not ignore because when users don’t get what they are looking for or they are not sure about their search query they look for these searches to find the information they are looking for on the internet.
(d) Google Keywords Planner/ External Tools
To access Google Keyword Planner tool from anywhere in your account, click on tools icon which is at the top of the page.
A drop-down will appear with a list of option, click on Keyword Planner which is on the left side under option Planning.
Once you click on keyword planner you will be taken on the “Find keywords” and “Get search volume and forecast” page.
Click on “Find Keywords” option and enter few keywords or your website URL.
After adding keywords or website URL, Google will show you list of keywords with lots of information such as average monthly searches, competition, and top of page bid.
If you had notice, it is showing high competition for most of the keywords which is not a bad thing at all. The higher the competitive the keywords is usually the higher quality traffic the keywords is going to drive.
While doing keywords research it is very important to understand that not all keywords are equal. Certain keywords going to be more competitive and certain less competitive.
If you noticed, above information is for the location India. If you want to change location, language or search networks, take your cursor on the desire option and click on pencil icon to edit.
Remember, we have not figured out our match types yet we are just adding keywords, we are going to download all these data in excel, organize it and plan.
Once we have all keywords together start thinking about what these keywords mean from the consumer perspective such as buying intent, informational, orienting, etc which I am going to cover in the keyword planning.
- Volume estimates for industry specific keywords
- Cost analysis (estimated CPC)
- Understanding how people search for your products or services
- Google Keyword Planner
- Google Suggestions
- Google related searches
- SEMrush/SpyFu (paid)
- Ask People
2) Keyword Planning
In this section we need to identify that keywords which we gathered in the Step 1 is on which stage such as top of the funnel, middle of the funnel, or at the bottom of the funnel. It’s very necessary to understand psychology of a user as not all search terms are equal.
The reason I am talking about the funnel because people search for answers in different ways according to their requirement and depending on this we come to know at which stage of funnel your buyers are.
Let’s understand this through an example:
Scenario: A person want to know the pollution level in his room and to seek the information he turns to Google.
Search query #1: “how do I check the room pollution level?”
Type of query: looking answer to the question
In regards to the above search query we don’t know why the user wants to know the pollution level in a room. Maybe user or his family facing health issue such as eye and throat irritation problems or may be just looking to find out the information in general.
What we can understand from the search query is that he want to know pollution level in their room.
That means there is no purchase intent in this search term and they’re looking for solution to their problem.
Here is what the search results look like for that query:
After going through the result showed on Google user came to know that he needs to buy air quality monitor to find the air pollution level in his room. So in this case user would be looking for air quality monitor equipment.
Search query #2: air quality monitoring device
Type of query: looking for air quality equipment to monitor pollution level in the room
When the user type this search term in Google user sees lots of shopping ads on the screen with air quality monitoring equipment from different brands.
After seeing so many options user wants to know which is the best air quality monitoring equipment he should buy keeping in mind other important factors such as brand, price, reviews, quality, etc
After doing a lot of research the user comes to know why some air quality monitoring equipments are cheap while others are expensive and on basis of that he makes a decision to buy air quality monitor device with PM 2.5 feature from Honeywell.
Search query #3: honeywell air quality monitor
Type of query: looking for air quality equipment with PM 2.5 level from Honeywell
Intent: commercial or transactional
I hope that from the above example you got some idea about how users search and how you should treat each keywords differently keeping in mind buyers funnel stage and intent behind the search term.
That is the reason in the keyword planner you will see that cost per click for the keywords with buying intent is high compared to an information search query. Because Google knows that visitors coming from a transactional search query will have a higher conversion rate as compared to other search term.
Keywords Peripheral – top of the keywords which don’t necessarily represent as much buyer intent.
Target – For example if we’re selling if we’re advertising for office chairs buy office chairs online we would call that a target.
3) Keyword Organization
This is the last step before you start creating your campaign on Google Ads. Till now we have done keyword research and planning and with the help of these steps we need to group the keywords into theme.
The benefit of keyword organization is that it helps you organize your keywords into group of themes which helps you achieve high relevancy and create profitable campaigns.
For each ad group, I suggest that you choose a theme and create ad groups according to that theme. In that ad group, use keywords related to that theme and make sure that you atleast use one of your keywords in the headline of your ads and use 10 – 12 keywords in each adgroup.
The reason I am saying this as when someone searches for a term that matches your keyword it will look more relevant to what they are looking for and tend to convert higher.
Because when someone sees your ad that mentions the keyword and another ad that doesn’t mention the keyword, they are more likely to think that the first ad is more relevant to what they’re searching for.
I hope after reading this blog post you get an idea on how to do proper keywords research which helps you to find profitable keywords with the right buying intent.