How To Do Google Keyword Research In Audience Targeting
Google Keyword research is the process by which lists of keywords relating to a product or service are created using tools like the Google Keyword Planner.
- As PPC is paid, it focuses on driving search traffic with direct commercial intent. While SEO will also have a commercial aspect, it can also focus on non-commercial, research-based search queries that can result in conversions over time.
- Organic results can take longer to optimize and feature more structured data points like the knowledge graph and other rich snippets/cards. They always appear below-paid search results.
- Organic search results are created automatically from your site content and other factors like links to your page and the user’s search history, while paid search results are created from a list of specific keywords.
- Having an optimized paid and organic experience drives incremental improvements across both channels as your brand will feature more heavily on the search engine results page (SERP) which gives consumers more avenues to click through to your website.
You can carry out Google keyword research for paid search campaigns by following the below steps:
1. The Google Keyword planner is the first place to start. This is an efficient keyword suggestion tool built into AdWords where advertisers can input some initial keywords and Google will use these as a basis to provide a list of related keywords which advertisers can use as they see fit
2. Access it by clicking the wrench icon at the top right of the AdWords screen and selecting “Keyword Planner”
3. You can build out modifiers like “best, cheap, UK, buy” etc. in the Keyword planner itself but Excel is an easier and more efficient way to add modifiers to your keyword lists
4. You are usually better off inputting a list of keywords into section A as a starting point
5. You can add your URL to section B but this can limit your keyword strategy by allowing Google to suggest keywords based on your page content alone. Brand-specific user search patterns may not be picked up by Google’s page crawler so giving full autonomy to Google to suggest your keywords can limit output and direction so it’s not always recommended to use this option to begin with.
6. Likewise, option C can dilute your keyword list strategy by expanding your keywords into broad industry categories which can result in creating a keyword list that might not be as relevant to your business
There are many benefits of using the Google Keyword Planner, including:
#1 Research Options
It provides more structured research options: this is very useful as search marketers spend a lot of time on keyword research. With Google keyword research, you will be able to research keywords that will be targeting the different aspect of your buyer’s journey. It will assist you in discovering some of the keywords that need to get to the different stage of the buyer’s journey.
#2 Volume trends
It shows keyword volume trends month to month which is good for seasonal products or industries. With Google keyword planner, you will be able to discover the number of people that you are likely to reach if you decide to bid for a particular keyword. You can also discover how competitive the keyword you are bidding for is.
#3 Keyword ideas
It suggests keyword ideas you might not have previously considered based on historical, current and emerging search trends which can be included in your campaigns. It might give you an idea of long-tail keywords that you can bid for. This will give you an idea of keywords that you can bid for. This will ensure that you have ROI for your investment.
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