Google search ads are essentially keyword ads. Users can only enter keywords in the Google search box to trigger corresponding keywords. Therefore, the determination of advertising keywords is the top priority of advertising. There are many, but when many novices just start running, they don’t care to add some keywords. In fact, this is a waste of money and experience. Let ’s talk about Google keywords briefly in YinoLink ~
Keyword matching form
As the saying goes, “Know yourselves and know yourselves, and you will never be in a state of battle.” When we advertise, we must first understand enough about our products so that we can better write copy and keywords. Generally, keywords are grouped according to the principle of relevance, one theme and one ad group.
What words do customers search in order to see our ads? How do our keywords match our customers? Let us first understand the keyword matching form
Google Ads has the following keyword matching methods:
Broad match: Includes misspellings, synonyms, related searches, and other related variations.
If your broad-matched keyword women ’s hats will trigger a search for ad display—women ’s hats, buy women ’s hats hat women, women ’s hats, buy red women ’s hats.
Broad match modifier: narrow range, contains modified words (or its close variants, but not synonyms), in any order.
Suppose your broad match modifier keywords + women + hats will trigger searches for ad impressions-ladies hats, buy ladies hats, hats ladies; searches that will not trigger ad impressions-ladies helmets, ladies scarves
Phrase match: Phrase and its close variants.
Suppose your phrase matches the keyword “women’s hats”, which will trigger searches for ad impressions—women ’s hats, buy women ’s hats, women ’s hats; searches that wo n’t trigger advertisements—girl hats, women ’s baseball hats
Exact match: Exactly matching the keyword female hat, which will trigger the search of the ad display-female hat; the search that will not trigger the ad display-buy ladies hats, ladies hats promotion
Negative matches: Searches that do not contain related terms-female, searches that trigger ad display-baseball caps, sunhats; searches that do not trigger ad display-ladies baseball caps
In the above several matching methods, in addition to the exact matching method, the keywords searched by other users will have irrelevant words in our products. For irrelevant words, we must add them to the negative phrase in time, so that users Avoid irrelevant impressions and avoid wasting advertising costs.
After understanding the keyword matching form, let’s look at several ways to determine the core keywords.
1. Research the website and identify the core keywords in different directions
Research the website to identify core keywords in different directions. Core keywords generally start from the following 5 aspects,
Taking the “Asian Crusher Series” as an example, let’s see how the keywords are written.
• Product Name: Mobile Ball Mill
• Product nickname: Portable Ball Grinding Mill Station
• Product properties: Grinding machine
• Product Features: Potable
• Product use: Ore grinding
The relevance of these five directions to the product itself is from near to far, and budgets can be allocated from more to less according to this.
Brainstorming generally starts from the following aspects
Product alternative and complementary names, misspelled
Common words in the industry
Target customer industry and target customer search preferences
Foreign well-known competitor brand or name
Add words including purchase, purchase, order that imply user conversion behavior
If an equivalent number of keywords can be found for each keyword direction, we can use this keyword direction as the basis for advertising keyword grouping. Then we use the core keywords in each keyword direction as roots to find an expanded list of each keyword.
3. Use tools to expand your keyword list
Many people know the importance of keywords, but they do n’t know how to develop keywords. Here are a few tools from YinoLink to help you expand your keyword list:
01. Keyword planner, Google Ads account is required, if you need to open an account, please contact WeChat: yinolink
02. Keyword search query report (there will be reports after the ad has been running for a while)
03. Google search tips (hot search terms we see when we search in the Google search bar)
04.B2B Website Search
05. Peer Website
06. Industry website, forum
These keyword finding tools can also be used as tools to find negative keywords. All irrelevant keywords in the results are added as negative keywords, such as: free, rent, second hand….
I believe that many people have used or heard Google Keyword Planner. It is the most official keyword query tool, but in fact, many novices have not fully found many functions when using it. The following is a detailed introduction by YinoLink How to use Google Keyword Planner.
How to use Keyword Planner
1. Log in to your Google Ads account, or use your Gmail account to log in directly
2. Click the tool icon in the upper right corner, then under “Planning” click Keyword Planner
3. Click “Find New Keywords”. You can choose to enter keywords, and enter products or services related to your business, and enter your domain name as a filter. Enter the target market and the language used by the target market. Click “Enter” key.
Click “Find New Keywords” and you can also choose to enter the website URL to find keywords. You can put a competitor’s URL on it. Here you can see the keywords of the competitor’s website.
4. Use Keyword Planner to filter irrelevant keywords
Filter results by keyword text, average monthly search volume, top bid (low), top bid (high), competition, natural search ad impression share, average natural search ad position or ad impression share, or exclude Existing keywords in account.
5.Keyword Planner-Get historical metrics and forecast data
Select keywords on the left, you can see the forecast data and historical data of the keywords you wrote. Here you filter the existing keywords to get more suitable keywords.