Keywords are the foundation for a successful Adwords campaign. Depending on whether you have a keyword that matches a searcher’s query your ad will appear. PPC advertising based on keywords is often called keyword advertising or keyword-driven advertising. Some keywords have a higher search volume, while others have a smaller search volume. Some have high conversion rates, while others will have low quality traffic. Choosing the correct keywords is the first step to advertising with Google Adwords. Selection of keywords purely depends on your goal of the campaign, because if you target keywords on a broader level you will simple land up burning the client’s cost & getting no conversions.
Now let’s have a look at a few features of Google’s Keyword Research tool:
- With Google’s Keyword Research Tool, you have the ability to switch from broad to exact or phrase match volumes. This can really help identify which keywords you would like to bid and on for which match type.
- The tool has a lot of options with information about the keywords, which is somewhat hidden in the “columns” drop down menu. These are primarily designed for paid search.
- Global vs. Local Monthly search volumes. The difference here is that one shows you only the local area you set up (defaulted to United States) and the other shows you volume for the entire world.
- Approximate CPC and Competition are both useful for seeing what the competition is like for these keywords in paid search and it can be a good way (along with volume) to make relative decisions.
- Local Search Trends is also pretty cool, as it pulls data from Google Insights and displays it directly in the keyword tool. The bars that are shown represent the previous 12 months’ search trend.
- The ad group ideas (beta) It saves your “ideas” and that you can check all keywords in a “group” at the same time makes me have to use those complicated excel formulas a bit less often.
- Include/Exclude terms allows you to really narrow things down. An example from real life – I was searching for “estate planning” terms, and didn’t want anything associated with real estate. By adding the word “real” into the exclude terms box, I got a nicely filtered list of exactly what I needed.
- The category drop down can also be useful, particularly when you’re doing work for a niche within a larger context.
- The “only show ideas closely related to my search terms” box is unchecked by default, but you may want to check it if you are working with some really general search terms. Basically, what this box does is require that the keywords the tool returns have at least one of your keywords in it. If you leave this box unchecked, you may get keywords like “car quote” when you search “car insurance”. If you leave the box checked, you won’t get keywords like “insure car”, so think carefully about whether you want to check this or not.
- Finally, the “Locations and Languages” feature under “Advanced Options and Filters” is a must for anyone doing international research.