Are you familiar with the various tools that Google Ads provides for keyword optimization? Only the most relevant keywords ensure successful campaigns and have a positive impact on visibility in online marketing. It is not always easy to discover the most relevant Google Ads keywords. A Google Ads account and the tools offered there make it easier for you to deal with keywords. This will help you find the users who are interested in your products and services.
In this article, we will give you an insight into how to target Google Ads keywords for successful advertising campaigns and how to use your advertising budget effectively.
The importance of Google Ads keywords for your online marketing
The success of your Google Ads campaigns is largely determined by the keywords. They are the basis for the delivery and allocation of user queries. High-quality keywords are therefore crucial for the economic use of your advertising budget in online marketing.
High-quality keywords have a double benefit:
Whoever is looking for a specific product or service will come into contact with your company. The carefully selected keyword provides them with a suitable answer to their search query. They will have a positive attitude towards your company. In this case, it is you who can provide the user with the right product or service.
You benefit from the fact that the high-quality keywords use your limited marketing budget in a targeted and effective way. You don't waste advertising money on campaigns that have little chance of success.
Discover new keywords with the keyword planner
You can use the keyword planner tool free of charge via your Google Ads account. The planner makes it easier for you to search for new and particularly suitable keywords that match your products and services. In the planner, you work with word groups that are relevant to your offer. In turn, the planner suggests the most relevant keywords for this term environment. You can also come across new interesting, and above all relevant, keywords via the website and categories.
The planner allows you to obtain information on search volume and the latest trends. You can also multiply and merge keyword lists to get even more keyword ideas. You can also filter the quality of keywords by querying average monthly search queries, competition and estimated cost per click (CPC).
The correlation between budget and keyword quality
Your Google ad budget is directly linked to the quality of keywords. You bid on certain keywords with your budget. This gives you the chance to be listed at the top of the page for search queries.
The higher the bid, the greater the chance of being in the top positions. The quality of the keywords plays a key role in determining whether or not your advertising budget leads to attractive listings for corresponding search queries.
It's not about bidding on as many keywords as possible. It's about bidding on the right keywords for your offer. The Keyword Planner will help you get the most out of your budget and Google Ads keywords. This is possible because you can find the most relevant keywords and fine-tune them using the keyword options.
Keyword options make everything fit
Keyword options are an important element of keyword optimization. These are used to refine the Google Ads keywords. A distinction is made here between the following options:
- Broad match
- Phrase match
- Exact match
You should know and understand these different possibilities.
A broad match indicates for the search queries: The delivery includes all terms that are related to this keyword. This option represents a particularly high search volume. It also includes queries that are based on a broader understanding of the keyword. An example: You enter buy shoes as a broadly matching keyword. Your ad can then also appear for search entries such as buy sneakers or buy colorful shoes. With the broad match option, you open up a great deal of leeway when assigning search queries to a keyword.
The two keyword options phrase match and exact match restrict the search further. For example, if you specify "buy shoes" as a phrase match, your ad can also be displayed for buy colorful shoes, but not for buy sneakers. For the exactly matching keyword [buy shoes], only the search for buy shoes or buy shoe will trigger your ad.
If we only consider the search volume and the reach of a keyword for user queries, the broadly matching option should always be ideal. Nevertheless, you also make your choice of keyword match types according to the type of campaigns you intend to run. Depending on how specific your offer is and whether there are terms for which you do not want to be displayed under any circumstances (such as buying used shoes), it may make sense to limit you keyword options or exclude negative keywords.
The fine-tuning of search queries
The keyword option "broad match" covers the largest radius of search queries. It is therefore the ideal choice for smart bidding. This subgroup of automatic bidding strategies allows you to optimize the conversion rate. This is based on machine learning. Smart bidding gives you an excellent opportunity to manage your campaigns strategically.
Further fine-tuning with Google Ads keywords can be achieved with negative keywords. This allows you to introduce restrictions when searching for your products and services. For example, if you do not offer an item in a certain product category, you can exclude it with the corresponding keyword.
Example:
You offer children's toys made of wood, but not plastic. Plastic toys will no longer be relevant for your keyword toys if you exclude the keyword from queries.
Google Ads keywords - the key to your successful online marketing strategy
If you use keywords, the keyword planner, and other Google Ads tools strategically, you increase the probability of success for your advertising campaigns. You will only use your advertising budget in a targeted manner if its use is strategically thought through. A large part of its success depends on high quality keywords. Keywords must be selected with particular care and with a view on all relevant information. Likewise, continuous adjustments are necessary to ensure optimized keywords.
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