The Power of Paid Search
Google is the most used search engine on the web, with over 2 billion searches a day. Chances are, your customers are Google searching something that you want to show up for. So why not use the power of paid search to your advantage? If you’re like most, the thought of using paid search can be intimidating. There are so many targeting options, as well as a vocabulary, that accompanies a paid search campaign. Have no fear, after reading this blog set, you’ll be using Google AdWords like a pro!
Step One: Keyword List
When using Google AdWords, the first thing you need to do is create a keyword list. A list of words that your customers are most likely to use when searching for your product/service. When creating this list, think in the mind of your consumer. How would they search for your product? What words would they use?
Types of Keywords
General (short-tail) keywords are general words, such as tractors, trucks, or cars. General keywords are more competitive, given there are more online searches for broad terms, as opposed to specific terms.
Long-tail keywords are more specific that a general keyword. Long-tail keywords targets more specific search criteria, such as “commercial investment real estate” as opposed to simply “real estate.”
Negative keywords are keywords you can use to indicate you do not want to appear when searchers enter those specific keywords. Using negative keywords increases your conversion rates for the site traffic you actually want.
Geo-targeting keywords are keywords used if you are wanting to target a certain area. If you exclusively sell to the Denver area market, then why would you want to show up on a search in Los Angeles?
The types of keywords you select when using Google AdWords are very important in order to target those searchers looking for your product/service. If you need help coming up with a keyword list, you can use tools such as the Google AdWords took, or the software within Hubspot. These tools show you the popularity of the keywords as well as their average cost.
Tip: The more variations of keywords you select that are relevant to your product/service, the greater your reach will be!
Using Google AdWords Traffic Estimator
After selecting keywords, the traffic estimator took can be used to determine the CPC (cost per click) and optimal budget to get the best results from your ad campaign. After accessing the tool using Google AdWords, type in your selected keywords, followed by “get estimates.” These numbers allow you to determine the optimal CPC and budget for the number of impressions or clicks you are looking for. Next, you’ll want to look at the average position of your ad. This tells you where on the search engine results page your ad will appears. An ad position of 1 is the highest. 1-8 are usually on the first page. To increase your ad position, you can either increase your bid or the Quality Score of your ad. We’ll talk more about Quality Score in Part 2!
Stay tuned for Using Google AdWords Part 2! We’ll begin creating a Google AdWords campaign. In the meantime, take a look at some search engine optimization tips from the pros! Download the free eBook HERE or by clicking the image below.