Is your PPC campaign feeling lackluster? Have you begun to run into a negative ROI? Then it’s time to buckle up. The latest Google keyword trends are sure to help you get ahead with your advertising.
It’s not enough to just punch in some keywords and hope it all works out for the best, instead you’re going to have to put some thought in.
If you’re looking to create a Google AdWords campaign that kills, you’re in the right place. Read on and we’ll go over the latest trends to help you get ahead.
It All Starts With Keyword Research
There’s not enough that can be written about keyword research. When it comes down to it, this is always going to be the start of a PPC campaign. Without keywords, the whole system falls apart.
Many people are tempted to target super high volume, high competition keywords and just try to outbid the competition.
That’s a losing battle. Instead, do your research as normal but keep in mind the rest of this guide when you’re selecting the keywords you wish to advertise under.
Always Think About Commercial Intent
Whenever you select a keyword, it needs to have a real commercial intent behind it. Otherwise, you’re just wasting impressions on people.
Informational keywords(ie: “how to”, “what is”) aren’t going to do you much good in most cases. They’re usually a request for immediate information rather than a plan to buy something.
Since you’ll be paying for clicks, it really doesn’t make sense to target keywords where the user isn’t obviously ready to buy your product or service.
Target Long Tail Keywords
Long tail keywords, or those which consist of four or more words, are a great way to add some “oomph” to your PPC campaign. The nice thing about them is the fact that you’ll be able to gauge intent much better than with shorter keywords.
In general, head keywords are hard to compete in. This is true for any kind of digital marketing since they also tend to have the most traffic. There’s not always a commercial intent there.
By focusing your efforts on specific keywords you’ll be able to enjoy a much better ROI. When you’re running a PPC campaign your return-on-investment is the most important factor.
So, for instance, instead of “kitchen knife” you might target “best kitchen knife for poultry.” One just shows a simple search, the other shows a large amount of commercial intent since the searcher is looking for something very specific.
You should take advantage of this.
Use Negative Keywords
While most PPC campaigns spend a lot of time on ensuring they have positive keywords or those that their ad will show up on, not many take advantage of negative keywords.
While they’re not as important, using them will help you get in tighter on your audience. The tighter the fit, the higher the conversion rate.
You could, for example, place “for free” on your negative keyword list. This means that your ad won’t show up on any related searches that include that phrase, which can save you from getting clicks that have no intention of buying.
Some of these will be easy to figure out, others will depend on your exact niche. Put some thought into them before you launch the campaign, you’ll be pleased with the results.
Keep Split Testing
Many of us think of PPC campaigns as something of a fire-and-forget ad. The kind of service where the only time you notice it is checking analytics or when the bill rolls around.
They can be.
But first, you have to put in the work. Due to there being so little space, frequently people don’t put much thought into their ad itself. You show up at the top of Google, it’s all good.
That kind of thinking will set you back. Try different variations on your advertisements and see which perform the best. Data is your friend, so be sure to run them for a few weeks before you look into it.
Keep doing so until you have ads which perform consistently and you’ll be much better off in the long run.
Start Optimizing for Voice Search
More than 50% of searches come from smartphones and other mobile devices.
Most of those searches were probably made by voice. As the tide of electronics changes, so too does the way people interact with them.
If you use a voice search regularly, think about how you use it compared to your laptop when you’re searching. You’re much more likely to use full sentences or questions than the rather sparse searches that many of us make on computers.
There’s another reason for targeting longtails, but more importantly, you need to check the volume on keywords which are likely to be something someone would ask their phone or other devices.
It’s a huge topic, but it’s becoming more and more relevant for PPC campaigns every day.
Always Keep an Eye on Google Keyword Trends
The landscape of the internet is hardly static. There is a ton of new content uploaded virtually every day and a strategy which can bend as things begin to change is the way to go.
There’s always something more to learn about PPC campaigns, always a final tweak which can be made to improve user engagement and conversion. Engage with other marketers, and keep an eye out for the latest Google keyword trends.
It’s a lot to take in, but we’re here to help. If your interest in digital marketing is more than passing then take a look at our blog to see just what we can do for you.