Search is keyword advertising. When consumers search for products or services related to the seller’s core business through Google, ads may appear in the search results. Highly relevant keywords can not only help consumers locate the seller’s products more accurately, but also display the seller’s products. The content of products and services achieves a win-win situation for both consumers and sellers.
Keywords are undoubtedly the core of search advertising, so how to accurately position keywords that suit you?
One: Identify keywords
First, clarify the following questions to help better understand keywords.
Q: What words can be defined as keywords?
Answer: The words that best describe the product, are most relevant to the product, and have a large search volume can be used as core keywords.
Q: How to find this keyword?
Answer: The description of the product in the seller’s independent site is most suitable for the description of the product in the product search.
Two: Investigate the delivered products and look for product attributes.
Q: Why do you need to find related product attributes?
This step is intended to expand the core keywords of the product and ensure that missing items are found at runtime.
Q: How to find product attributes?
A: Use the Google Ads keyword planning tool to combine product descriptions on the website and web search descriptions.
Step1 found more related words through Google Ads keyword planner, arranged them from high to low, and extracted product attributes;
The second stage is to conduct product description and search description Integrate to form more product attribute words.
The seller’s independent website description of this product can be refined as: Halter+Lace-UpPile+NeckSuspender;
When consumers use channels such as Google, independent brand websites or social media platforms When searching for products similar to this product, you may include: Sleeveless (style features), Color (the color you want to buy), Size (required size), etc.
Three: Combining keywords and product attribute words
Arrange and combine product attribute words, keywords, and keyword extraction to obtain a series of keywords.
Four: Refine good keywords
Use the Google Ads keyword planner to check the data of combined keywords and filter out keywords with high search volume.
After this round of screening, at least half of the high-quality keywords have been refined. To make sure nothing is missed, you need to take the next step.
Five: Perform secondary screening of keywords to avoid errors.
Use the Google Ads keyword planner to screen keywords again to find high-quality keywords without errors. Compare the three indicators of “monthly average search volume”, “competition level” and “bidding range” to extract keywords with large search volume, strong competitiveness and relatively low price as the final high-quality keywords.
In addition, the Google Ads keyword planner can not only help sellers discover keywords, but also check the seller’s price range corresponding to the keywords in real time, which solves the quotation problems encountered by sellers when placing keywords. Kill two birds with one stone.
Six: Use the “search term” report.
Production keywords are a prediction of consumers searching for products, while the “search terms” report is a search for consumer needs. Use the “search term” report rationally to truly understand the actual needs of consumers and contact them from the bottom.
Not only that, you can also use the “Search Terms” report to add negative keywords to control traffic more accurately.
When checking the Search Terms report, pay attention to the following types of negative keywords:
Irrelevant words: Questions that have nothing to do with your product are a complete waste of money.
Competitor discourse: Sellers need to consider whether they need to advertise in competitors’ search queries. If the effect is not good, it is recommended to add competitors as negative keywords.
General words: Very general product descriptions (such as shoes) often have low click and conversion rates. If you want to increase the ROI of your ads, you can exclude them as exact match negatives.
Keywords determine the lifeblood of search advertising and are an important part of search advertising for businesses. Just like a good beginning is half the success, good keywords are also half the success. The benefits of high-quality keywords don’t end there; they also play an important role in display and audience targeting.