How keywords affect your Google Ads campaign

In your spare time, you will never do Google ad campaigns casually.

If you own a traditional business with a website or e-commerce store, you need an experienced marketer to spend 40 hours a week testing ads, making adjustments, and analyzing data. This is really a full-time job!

However, the cost of not doing so is equivalent to wasting thousands of dollars in advertising funds.

Have you tried to run a campaign in the past without success? Or maybe you got some gains, but couldn’t be consistent?

The purpose of this article is to show you how to perform surgery on your Google Ad campaign and show you how to fix it. Are you ready to scrub and start using?

What is the main artery of Google advertising campaigns?

When you are trying to create an effective Google ad campaign, you should focus on the following topics: why keywords are important, their intent, and the importance of using negative keywords. Let us explore each of these concepts.

Why keywords are important

All of us know that keywords are the lifeblood of your website’s SEO. However, they are also critical to successful pay-per-click (PPC) advertising campaigns.

Google will use these Keywords that match your ad Be with real people. In addition, your ads can reach other shoppers or websites with similar keywords or keyword match types (see below for details). It can connect you with new audiences that have never been considered before.

And, of course, there is a difference between keywords used for SEO (lower-prone keywords) and keywords used for PPC (higher-prone keywords).

Keyword intent

It is not enough to just compile a list of relevant keywords. You also need to determine the intent of the searcher.Digital marketers mark keywords as having High or low intention. When a person desires to buy something or perform a certain type of action, the keyword will have a higher intention.

There are three types of searches: informative, navigational or transactional. As a business owner using PPC advertising, you want to use transactional keywords with high intentions. These keywords can be keywords that say “buy now” or specific products such as “Playstation games.”

Negative keywords

Having strong keywords with high intent will put you on the path to effective campaigns. However, there is one more step, which is to add negative keywords. This is a keyword that prevents your ad from being triggered by a certain word or phrase.

Here is an example of a search ad shown to one of our clients:

However, we use negative keywords for searches that are irrelevant or do not meet our quality of service. These examples include “free”, “DIY” or “cheap”. None of these words will serve our customers, so we added them to the list of negative keywords.

Please see below how to block company ads when using “free” in a search query.

Examples of how negative keywords can work in a mobile company.

Select keyword match type

Understand that Google Ads is delivered through the bidding process. Therefore, you need to specify how aggressively or restrictively you want to match your ads to keyword searches.

The following are the four types of keyword match:

  • Broad match: When the search results contain any word in the keyword (in any order), the ad may show
  • Phrase match: Through this phrase match, you can lock keywords in the exact order of input keywords
  • Exact match: As the most restrictive of all match types, this match will only serve your ad when the keyword is exactly matched

Although these four types provide you with many choices, which one should you choose?

Each product has its advantages and disadvantages, and some products may be more effective than others. View this picture from Google.

Different types of keyword matching in Google Ads.

The best way to find out which keywords are best for your campaign is to start with phrase match and exact match keywords.These match types will provide you with the cleanest and most relevant traffic

Once you have mastered the things that are useful for your business, cut out those products that don’t pay more attention to your products. Generally, it is wise not to be too broad or too tight.

It’s wrong to seek a lower cost-per-click

The next step in creating a campaign is to calculate the cost-per-click (CPC). This is the fee to be charged each time a customer clicks on your ad.

We always notice that one thing new customers want to do is to strive for the lowest cost-per-click. This may seem common sense, but the truth is that a lower cost-per-click does not always mean more money in your pocket.

The cost-per-click also varies by industry. We see that the rates of different companies range from $50 to $200. Moreover, we will not shy away from more expensive products.

A higher cost-per-click actually indicates that there is more profit behind these keywords.frontxample, we work with many lawyers. As we all know, there are many law firms, and hundreds of law firms bid on Google Ads every day.

Higher CPCs such as lawyer keywords "Personal injury lawyer."

Why are legal keywords so high? Because the search intent discussed above is so high, we want someone to specifically search for personal injury lawyers.

If someone is searching for that particular phrase, it is likely that they are looking for a personal injury lawyer.

On the other hand, if you use “personal injury lawyer” as a keyword but use broad match, the search content may be diverse. This situation will become very specific, which will benefit customers.
Examples involving broad match searches "Personal injury lawyer" As keywords. Of these five types of searches, only one is indeed the only search where we want the ad to appear. The rest is too wide and wastes our money.

How to build keywords

The last piece of advice we will give you in this article is advice on how to structure keywords. When we start working with new clients, we recommend that they start with phrase matching and exact matching.

The reason for this is that we want to make sure they get clicks from customers who are really interested in their sales. Although this limits the total number of people who click on the ad, it is more likely to result in conversions.

After a month of data sorting and cleaning up our search team, Pay per click team Sometimes our keywords are opened for broad matching. This will allow us to find other searches that people are actively looking for and give us ideas for new keywords to bid on.

Broad match can attract more shoppers, which means you need to rank above negative keywords to avoid wasting money on irrelevant ads.

in conclusion

We hope this article helps you understand what is happening behind the scenes of PPC advertising. Companies that want to start their own Google ad campaigns need to conduct keyword research, determine intent, find their matches, and be prepared to make a lot of adjustments.

One thing we want to emphasize is how difficult it is to manage these advertising campaigns alone. We have worked with many clients who have lost hundreds or thousands of dollars on new ads due to the broad structure of the new keywords.

We can help companies like you configure paid campaigns to get a high return on investment.Part of our PPC service also cooperates with customers to Optimize landing page Therefore visitors are more likely to convert.

If you need help with Google Ads, Reservation phone Join one of our PPC experts today.

Leave a Reply