Rablab
Founded in 2016
Are you a bit lost when building your Adwords campaigns? You don’t know where to put your efforts to find the right keywords? Stop playing detective, we have prepared 7 ways to find the right keywords for your campaign.
THE TOOLS
1- THE GOOGLE KEYWORD PLANNER
We will start with the best tool available, free and underused: the keyword planner. You can find it in every adwords account. I know for a fact that the platform is intimidating and even more since it has been updated. So I’ll show you how to access it.
Just click on the key in the header and under the planning option, you have the keyword planner.
Then, you will come across this interface.
The tool allows you to see the average number of monthly searches over a given period. In the previous example, I chose to look at the traffic in Montreal, in English and French over a period of 12 months for the keyword “marketing web montreal”.
So you can see that monthly there are 30 searches, that the competition is strong and that Google suggests me 3.35$ per click. If we go a little lower on the page, Google gives several keywords in very broad link with my search. We can then add the relevant keywords to build your Adwords campaign.
3- YOUR WEBSITE
Analyze your company’s website for keywords and phrases that you can include in your AdWords account.
4- COMPETITORS’ KEYWORDS
Use tools like SEMRush to see what keywords competitors or similar organizations are offering. If you are in a niche market, this kind of tool is a little less relevant for you unless you are targeting an international market or in a market where you have many competitors.
The Techniques
5- THE KEYWORD MUST HAVE AN INTENTION
As a company, we all have many products or services to offer. When creating an Adwords campaign, it is essential to have keywords that have a conversion intent, for example :
If I have a garage in Hochelaga, the word car is not really relevant, but the other two are really closer to what I am looking for.
6- THINK LIKE A CUSTOMER
If you are in a more niche field that uses overly technical terms, it is often advisable to put yourself in the shoes of the client and think like them. You can then check in the keyword planner to know if there is traffic or not in the keywords that stand out for your Adwords campaign.
7- TEST
As an agency, we always aim to choose a keyword that will lead to conversions. The best way to optimize everything is to put your campaign online. Once the AdWords campaign is launched, we can see:
- Total clicks on the keywords
- If the keyword converts or not
There you go, you’re now ready to run your campaign. Before we go too far, we’ve put together a guide to help you build a good adwords campaign structure.
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