I am a marketing expert, and in today’s article I will talk to you about how to do keyword research for Google ads. And more specifically, I will talk to you about two things today. First I will share with you some important things that you need to know about keyword research for Google ads before you even start your research. Then I will share with you a simple 10 step process that you can follow when you do keyword research for Google ads. let’s get started! without wasting any time.
Key Terms and Concepts
So there is some really important things that you need to know before you even start keyword research for Google ads. And now I will share with you some of those things. So the first thing that you should know is the difference between keyword research for search engine optimization, so SEO, and keyword research for Google ads. Keyword research for SEO is all about finding the keywords that will drive the most traffic to your website. Keywords research for Google ads is not really that much about traffic it is mostly about the return on investment from each keyword.
Because when you run ads you are going to get the traffic from the ads. Another important thing that you need to know before you start doing keyword research for Google ads is the difference between transactional and informational keywords. So if we group the keywords based on the buying intent that a person has when they type in those keywords in the Google search box there is two types of keywords there is transactional keywords and informational keywords. Informational keywords are keywords that people use when they try to find information about a certain topic on Google. Then transactional keywords are keywords that people type into Google when they want to buy something.
I think in general it is not a good idea to use informational keywords when you run Google ads but you should always try to use transactional keywords for your ads because if you pay for a click, you want to make sure that that click is very likely to turn into a sale. Another thing that you should know before you start performing keyword research for Google ads is the difference between seed keywords and long-tail keywords. This is another categorization of keywords that is really important. Seed keywords are broad and general keywords that represent a category of products or a niche within an industry.
Therefore there is many searches for those keywords. But also there is a lot of materials on the internet about those keywords. So, an example of a seed keyword is “white furniture” many people search for “white furniture” on the internet every day and I am sure there is hundreds is thousands of places online where people can find information about white furniture, or also buy white furniture. And then on the other hand there is long-tail keywords and those are the ones that you want to select for your Google ads. So, long-tail keywords are normally longer, so they are like a few words long and they are more specific than seed keywords. Another thing that you should know before you do keyword research for Google ads is negative keywords.
So negative keywords are keywords that tell Google not to show your ad to people who search for those keywords. A simple example of a negative keyword is “free”. If you want to run Google ads to sell products or services you do not want your ads to show to people who are looking for free stuff on the internet. So if you enter “free” as a negative keyword in your ad Google will not show your ads to anyone who searches for free things on the internet.
10. Step process
Now let me share with you the 10 step process that I follow when I do keyword research for Google ads.
So the first step in this process is to do competitor research. Or in other words, go to your competitor’s websites, especially big competitors, and see what keywords they are using on their websites, then do a quick Google search with some of your competitors’ keywords, and see if there is any ads that they are running for those keywords. And then once you find ads that your competitors are running on Google see what keywords your competitors are using in the ads. So then when you have had some time to familiarize yourself with the competitive landscape in your industry and once you have identified some of the keywords that your competitors are using it is time to actually identify some seed keywords for your brand.
So try to come up with a list of five to ten seed keywords for your company. And when you do this think about what you want your company to represent. How you want your company to be positioned in the industry. What are your main products that you sell and what are the products that you want to sell more of. So yeah, think about all those questions and come up with five to ten broad keywords, or in other words seed keywords.
And then the next step of the process is to use a tool that is called Google Keyword Planner. This is a free tool that Google has developed. And I think it is the best tool for keyword research for Google ads. I mean, there is other tools that are really good for keyword research for SEO but when it comes to doing research for Google ads I think that really Google’s own keyword planner tool is the best because they have the most data about ads and especially about cost of ads and cost of keywords.
To find the Google planner just search for Google keyword planner and I am sure it will be very easy to find. Then when you open the Google Keyword Planner, open the “Discover New Keywords” tab of Google Planner. And this is where you will enter your seed keywords one by one. And you will get many suggestions for more specific keywords so more long-tail keywords that relate to your seed keywords.
So for example one of the seed keywords for my business is “digital marketing” and when I enter “digital marketing” in Google Keywords Planner I get over 600 suggestions for more specific keywords that I could use for my Google ads. And here guys I will show you the Google Keywords Planner really quickly. So when I log in to the Google Keywords Planner and I type in “digital marketing” this is kind of what I get. So you will see there is digital marketing across the top there and then I get a list of 600+ different suggestions for keywords that relate to digital marketing but those suggestions are more specific.
Then the next step in the process, step number four, is to review all the suggestions that Google gives you in the Google Planner and select between ten and twenty keywords that are best for your Google ads. And more specifically, when you look at this table in Google Keywords Planner you want to really focus on the competition and the price for keywords. So in the competition field there is medium, low and high competition. If you are a small business you will probably want to select keywords that have medium or low competition. Because that means that there is not as many other businesses bidding on those keywords and therefore you get a little bit of a better deal on those keywords.
And also another thing that is important is the price of each keyword. And in this two columns here on the Google Keyword Planner you will see the price for each keyword. It is a range between low and high, and this will give you a general idea of how much it will cost per click if you bid on those keywords. So I think those are the most important quantitative data points that you should look at. But also when you review the list of keywords you should think about some more qualitative things not just the quantitative data that is available. You should also think about your brand positioning, your brand strategy, your marketing strategy, and how appropriate are each one of those keywords for your brand.
Then the next step in this 10-step process is to identify negative keywords from the list of suggested keywords in Google Planner. And as I said negative keywords are really important because you don’t want to pay for keywords that are not relevant for your brand. For example a negative keyword for my company is “traditional marketing”. So I do not want to pay for Google Ads for searches that relate to traditional marketing. Because I do not offer traditional marketing services at my agency we only do digital marketing.
Then the next step in this 10-step process is to repeat steps 3, 4 and 5 with another seed keyword. As I said in step number 2 your task was to generate a list of five to ten seed keywords. So you need to do steps 3, 4 and 5 of this process for every one of those seed keywords. So yeah if you have five seed keywords you will need to repeat those steps five times.
So then after you have done all that hard work in step number 6 of this process the next thing that you should do is identify about 20 keywords that you want to use for Google ads out of all the keywords that you have identified so far. So if you started with five seed keywords and if you identified between 10 and 20 good keywords to use through the suggestions in Keywords Planner for each one of those five seed keywords. That means that at this point you have between 50 and 100 keywords to consider for your Google ads. And of course as a small business you probably don’t have the money to pay ads for each one of those 100 keywords.
Then the next step in this process, step number eight, is to take the keywords that you identified in the previous step of this process and turn them into long-tail transactional keywords. And this is I think the most critical step of this process because as I mentioned at the start of this video, it is very important to use long-tail transactional keywords for your Google ads in order to make your ads as profitable as possible.
Then the next step in this process, step number 9, is to create ads using the long-tail transactional keywords that we created in the previous step of this process. I am not going to talk about how to create Google ads in this video because I think that is a whole another video, and if you want me to create a video about this please let me know in the comments box below.
And then the last step of this process, step number 10, is to look at the search terms report in Google ads. Because after your ads have been running for some time Google will generate a search terms report. And in this report you will see how your keywords are performing and the keywords that people searched for when they found your ads on the internet. And I think it is very important to look at this report periodically so that you can improve your keywords over time and so that your Google ads will become even more profitable for you over time as you improve your keywords.
Thank You Guys