The Power and Value of Keywords in Digital Marketing
Everyone knows the value of keywords in digital marketing. Whether it’s for your Google ads campaign or for SEO, keywords play a vital role in the precise targeting of your desired audience. Not only do they create relevance, but improve your Google Ads Quality Score (more on this later).
What is Keyword Research?
Simply put, keyword research is the process of searching as well as analyzing the words that people use to search for a particular product, service, or information online.
For example:
- Restaurant near me
- Best smartphone under $300
- Fastest laptop charger
- Best digital marketing agency in Perth
In our language, we call these terms “keywords” as they are the words used commonly by people to search online. For Google Ad campaigns, keywords play a vital role in targeting the right audience, directing the right traffic to your website, and in return increasing conversions or leads.
Types of Keywords
There are two types of keywords, short and long-form keywords, each of which has pros and cons. Some are more competitive than others, which means they are more expensive to bid on. But at the same time, they receive more traffic, so they are the ones many people are willing to take their chances with.
Keyword research for Google ads requires us to consider some factors that include:
- Search volume
- Competition, and
- Intent of the Searcher
Understanding these factors help us choose the ideal keywords for the campaign, which in turn, makes any campaign a success.
Importance of Keyword Research For Google Ads
Keyword research and Google Ads are closely connected for a number of reasons. They are important for any campaign because:
- With the correct keywords, you can target your desired audience. So the best-suited keywords, make sure your ads are shown to the right people who will actually take an interest in your product or service.
- You get more clicks if your campaign has relevant keywords. Imagine your client is looking for a product, and your ad displays the perfect word that relates to it. This significantly increases the click-through rate.
- Remember the part about the quality score we mentioned earlier? With the use of correct, relevant, and well-researched keywords, your campaign is more likely to appear at the top of SERPs and, thus, receive more clicks.
- By conducting keyword research, you are also gaining insights into the current market trends, the overall competitive landscape, and the behavior of the customer.
- Keyword data analysis can help you refine your Google ads campaign and develop a deeper understanding of the target market. Thus, it becomes easier to refine your strategy and take the lead.
Tools For Keyword Research
There are plenty of tools available in the market, but not all of them are not so user-friendly. Below, we have listed the best tools to help you with your keyword research.
1. Google Keyword Planner
Towards the top of the list, we have Google’s own Keyword Planner. It is a free tool that gives you suggestions for keywords along with their search volume data and even insights about their level of competition. You can leverage a variety of features it boasts to find new keywords as well as ideas for new keywords, refine your existing keyword strategy, and analyze performance forecasts.
2. SEMrush
SEMrush is a more sophisticated and a little complex tool that has comprehensive keyword research capabilities. It also offers competitor analysis along with advanced metrics such as CPC (cost-per-click) estimates and keyword difficulty. Powered by a vast database, you can discover a wide range of new keyword ideas along with analyzing the performance forecast to refine your keyword strategy.
3. Moz Keyword Explorer
Moz Keyword Explorer is another powerful keyword tool that allows you to discover new keywords, along with accessing their potential. It helps you target keywords, prioritizing them on the basis of a number of metrics. It gives a competitive edge to your keyword research and empowers your Google ads campaign with a number of additional features.
4. Ahrefs
Last but definitely not least, is Ahrefs. It’s a powerful SEO tool that has so much to offer. From extensive keyword research capabilities to competitor insights, and even backlink analysis for SEO purposes, you can utilize the tons of robust features offered to open new levels of keyword opportunities. It allows you to gain a deep understanding of your competition and analyze the search volumes for your keyword of choice. This is one tool we recommend in the toolkit.
Strategies For Effective Keyword Research
1. Know Your Business and Audience
What are your business goals? Do you know your target audience? What are your USPs (Unique Selling Points)? Knowing these will help you conduct better and more thorough research, along with brainstorming new ideas that better align with your offerings and resonate with the search intent of your target audience.
2. Expand Your Keyword List
We have already discussed some tools for you to conduct thorough keyword research. Utilizing them, you can generate an extensive list of relevant keywords, which include both short and long-tail keywords. Here’s a secret, using long-tail keywords allows you to be more specific about what you offer. By targeting highly specific phrases that align with your niche you can attract more qualified leads, lower competition, and improve conversion rates as they attract people further along in the buying process. Long tail keywords can generally indicate the user has a clear intention to find a particular product or service.
3. Analyze Your Competition & Search Volume
Each keyword has a search volume and level of competition associated with it. Use the tools we mentioned to evaluate these. Once done, focus on keywords that have a decent search volume and, at the same time, lower competition to achieve a perfect blend of harmony. This is a recipe for visibility and affordability.
4. Keyword Match Type Incorporation
Refine your targeting by using different keyword match types such as phrase match, broad match, and exact match. Naturally, you will have to work with different combinations to find the perfect combination that works well for you and maximizes the performance of your ads.
Unlocking the Power of Keywords for Google Ads
Keywords are the crown jewel of Google Ads campaigns. You can tap the potential of your advertising campaigns by conducting thorough keyword research. Watch how easily it improves the rank of your ad and increases ad relevance.
Dingo Digital, Your Trusted Google Ads Agency
But in case you find it a little difficult, let us handle it for you. At Dingo Digital, we understand the intricacies of keyword research and planning, so we handle it for you like the pros we are. Just sit back, relax, and let the experts handle the rest for you. Need help with keyword planning? Reach out to us today and watch us do the magic for you.