What Is Your Target Audience Searching For
If you want to come up with the most relevant keywords for your customer, you have to think like a consumer. What do YOU type into Google when you’re looking to buy something? Make a list of the main categories you want your new keywords to cover and then start thinking like a consumer!
Let’s say that I sell Broncos apparel and let’s say within my Denver Bronco Jersey campaign in Adwords, I have different ad groups set up for well known offensive skill players (running backs, quarterbacks, wide-receivers). Specifically focusing on creating new keywords for wide-receiver Demaryius Thomas, I would want to consider the following when building out new keywords:
- Misspellings of his name (his first name is a doozy)
- His football nickname (in case you’re curious - It’s “Bay Bay” and was given to him by his uncle in reference to the bad kids from the movie Bebe's Kids)
- His jersey number (probably would need to consider negative keywords here)
- Utilizing words like gear or apparel in addition to jersey
- His initials (again, keep up with the negatives)
- His college team (should you want to get that granular)
Simply adding the keyword “Demaryius Thomas Jersey” won’t produce optimum results.
Google has historically done a good job of explaining the importance of relevant keywords. In short, your keywords should relate to your website. For example, you wouldn’t want to bid on the keyword “Chicago Bears jersey” if you’re trying to sell Denver Broncos jerseys.
Something to be thinking about when searching for new keyword is Google Adwords’ Quality Score. Quality Score is defined by Google as, “A formula that Google uses to measure how useful your ad, keyword, and website are to a customer. Relevant ads tend to get higher Quality Scores.” Essentially, If your keywords have low quality scores, Google will rarely show your ads.
You want your keywords, ads, and landing pages to all be in sync. For example, if you have the keyword phrase, “Denver Broncos jersey” that triggers an ad about women's soccer and drives traffic to a basketball website landing page, Google won’t bother showing your ads. Ideally, the keyword phrase “Denver Broncos jersey” would trigger a Denver Broncos ad and would drive traffic to a highly targeted page showcasing Denver Broncos jerseys.
Be Specific (Use Longtail Keywords)
A good keyword will avoid low quality clicks (someone just browsing) and increase high quality clicks (someone that has their credit card out and is ready to buy a Denver Broncos jersey today.) An effective way to get specific with your keywords is by using longtail keywords. Let’s run through what longtail keywords look like and their importance.
What is a longtail keyword?
A longtail keyword is three or more keywords that create a highly targeted search. Keeping with our example, one such keyword might be “Demaryius Thomas home Denver Broncos jersey”.
It varies from standard keyword which is under three keywords. “Sports jerseys” would result in more overall traffic, but is not as targeted as the example above.
What is the importance of a longtail keyword?
- Delivers to a more targeted audience
- A user searching for “Demaryius Thomas home Denver Bronco jersey” already knows exactly what he/she wants and is usually ready to buy
- Higher ROI
- When properly bidding on longtail keywords, your site may receive less paid search traffic but your ROI will be higher because you’re bringing in higher quality traffic
- Less competition
- Your specific user targeting efforts will lead to less competition
- You will show higher positioning, reach the right audience, and pay less per click
- In general, short, standard keywords will cost more due to higher bid competition
About the author
Morgan is the Paid Media Director at Marcel Digital, specializing in creative ways to provide solutions in paid advertising platforms for all types of goals.