The post on negative keywords published on the Verseo.pl blog should be supplemented with a post on how to select keywords for your campaigns. There's no single, universal recipe for the perfect keyword list, but it's worth considering a few tips when creating one.
Keywords that match your business goals
When deciding to run a Google AdWords campaign, you undoubtedly have a specific goal you want to achieve. This could be, for example, increasing sales of a specific product or service, informing customers about a new product in your company's offerings, popularizing your brand, and more. For example, when emphasizing company or brand promotion, it's crucial to include keywords containing them. If your online store offers, for example, gardening tools that aren't branded by a widely recognized brand, it's a shame to waste money on advertising with an unknown and unrecognizable manufacturer. In this case, it's better to focus on the product's other advantages.
Keyword matching the offer
Although advertising's function is to entice and project grand visions of a given product or service, we shouldn't get carried away by our imagination when choosing keywords. Keywords should be relevant to the company or store's offerings and the characteristics of the products and services. We shouldn't present a modest guesthouse as a luxurious spa resort, nor should we promote something that our store doesn't offer.
How do potential customers name and search for your product?
Often, a given product has more than one name. What search term will your potential customer enter when searching for an online store offering comfortable footwear suitable for physical activity: sneakers, athletic shoes, or sneakers? To effectively reach your target audience with your advertising, it's important to know the language they speak.
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Keywords should reflect the offer
Which products do you offer in the largest quantities, which are your specialty, and which are peripheral to your company or online store? Keywords in a campaign should reflect these proportions. Of course, you can use campaigns to change your company's image, create a "new specialty" and associate it with different products or services. However, in this case, the campaign's goal isn't purely sales-based, and this should be taken into account when defining campaign objectives.
Remember about profitable niches
How much will you spend on advertising, and how much can you earn from it? The answer to this question suggests whether a given word is worth including among your keywords. Don't automatically dismiss phrases with low search volume. After all, there are niche and expensive products that, due to their nature, aren't frequently searched for, and for which selling just one unit will be enough to fully recoup the promotional campaign.
Should you use brand names in advertising?
The answer to this question is "it depends." A brand name can be a necessary identifier for a product (no one buys a car, but rather a car of a specific brand), an element indicating consumer preferences (tracksuit: Adidas or Nike?), a signal that a customer is willing to spend more on a branded product, or sometimes even completely unnecessary information (not every brand is recognizable).
Summary
The above article covers the following topics:
- selecting keywords that are consistent with what the company wants to achieve through advertising,
- the impact of relevant keywords on the effectiveness and credibility of an advertising campaign,
- analysis of how users name products and services in the search engine,
- reflecting the structure of the offer in the advertising campaign through the appropriate selection of keywords,
- using low-competition phrases to increase the effectiveness of marketing activities,
- the importance of the brand as a distinguishing element of the offer in Google Ads campaigns.
