As a business owner, you know that ranking well on Google is essential to driving organic traffic to your website. But what about Paid Search? Do you know how to choose the best keywords for your Google Ads Search Campaigns?
The average cost-per-click (CPC) for Paid Search has increased over the past year, but so have the number of searches with commercial intent. This means that there is still money to be made in Paid Search, but you need to be strategic about the keywords you bidding on.
In this article we will give you some tips on how to choose the best keywords for your Google Ads Search Campaigns in 2023.
1. Think like your customer
When it comes to choosing keywords, it is important to think like your customer. What words or phrases would they use when searching for your product or service? For example, if you are a plumber, potential customers might search for “plumber near me” or “emergency plumber”. Make a list of all the potential keyword combinations that customers might use and then use Google’s Keyword Planner tool to find out which ones have the highest search volume.
2. Consider keyword intent
When choosing keywords, you also need to consider keyword intent. This refers to the purpose of the search and can be broadly categorized into four types: navigational, informational, commercial, and transactional. The majority of searches are informational, which means that people are looking for information about a particular subject. However, you should also bid on navigational and commercial intent keywords as these can lead to conversions further down the funnel. For example, someone searching for “plumber near me” is probably in need of a plumber right away and is therefore more likely to convert than someone who is just looking for information about plumbing.
3. Target long-tail keywords
Long-tail keywords are longer and more specific than general keywords and they tend to have lower search volume but higher conversion rates. They are also less competitive and therefore usually cheaper to bid on. For example, rather than bidding on the keyword “plumber”, you could bid on “emergency plumber London” or “24 hour plumber Manchester”. Targeting long-tail keywords is a great way to get more bang for your buck in Paid Search.
4. Use negative keywords
Negative keywords are words or phrases that you do not want your ad to appear for. For example, if you are a plumber who only serves residential customers, you would add “commercial” as a negative keyword so that your ad does not show up when people search for “commercial plumbers”. Using negative keywords helps improve your ad quality score by ensuring that your ads are relevant to the searcher’s query and it can also help reduce your cost-per-click (CPC) as you will not be wasting money on clicks from people who are not potential customers..”
