Every click costs money and every conversion counts in paid media, so how do you get the most bang for your buck? It starts with keywords, which present you with the best opportunity to find a potential customer in the exact moment they are looking for you. In this comprehensive guide, we’ll delve into why keywords are vital in paid media and how they can level up your digital advertising game.
What Are Keywords?
Keywords are the words and phrases that reflect your products, services, or content. In the context of paid media advertising, these are the terms you select to trigger your ads when potential customers search online. Think of keywords as the bridge between potential customers and the services/products you offer. When chosen wisely, they connect the two seamlessly, generating clicks and conversions.
Imagine you’re in the market for a new pair of running shoes, and you decide to start your search by typing “Best Running Shoes” into your preferred search engine. In this case, you might see an ad from a sports retailer, inviting you to explore their top-quality running shoe collection with a compelling message like, “Shop Our Running Shoes Collection – Discover the Best Running Shoes for Every Runner.” This is an example of an advertiser strategically selecting keywords to connect with users actively seeking their products or services, ensuring that the right message reaches the right audience at the right time.
How to Use Keywords Effectively
The journey begins with careful keyword research. Start by brainstorming relevant terms that potential customers might use when searching for products or services like yours. Tools like Google’s Keyword Planner, SEMrush, and Ahrefs can provide insights into keyword search volumes, competition, and variations.
Organize Your Keywords
Ad groups are the places in your account where keywords and ads live. Once you have a list of keywords, categorize them into ad groups based on their relevance. Grouping similar keywords together helps in crafting highly targeted ad campaigns. Doing this part right is what allows your ad messaging to be catered to a user’s search. If your ad groups contain too many keywords, or too many keyword themes, you run the risk of your ad’s messaging not matching the user’s search.
Keywords can be designated as broad match, phrase match, or exact match. Each match type controls how closely a user’s query must match your keyword for your ad to appear. Exact match is the most specific, while broad match allows for – you guessed it – broader variations. Exercise caution when choosing keyword match types, as your choice could restrict your audience reach or lead to spend on irrelevant clicks. Below is a simple breakdown of how match types work:
Equally important is the identification of negative keywords—terms for which you do not want your ads to appear. For instance, if you sell luxury watches, you might add “cheap” as a negative keyword to avoid displaying your ads to users seeking affordable options.
Ad Copy Optimization
Your chosen keywords should align seamlessly with your ad copy. Crafting compelling ad copy that incorporates keywords naturally can boost ad relevance and click-through rates. This is why grouping closely related keywords is so important within an ad group – because they will share the same ads.
Landing Page Relevance
Ensure that the landing page linked to your ad is directly related to the keywords you’re targeting. A consistent, seamless, and frictionless user experience from search query to landing page improves conversion rates.
Why Use Keywords in Paid Media Advertising?
Keywords enable you to pinpoint your audience with great precision. You reach users actively searching for what you offer, increasing the likelihood of conversions.
By bidding on specific keywords, you have control over your budget allocation. You can allocate more budget to high-performing keywords and optimize spend for maximum ROI.
Effective keyword research can uncover hidden gems—low-competition, high-conversion keywords that your competitors might overlook.
Keyword data provides valuable insights into user behavior and preferences. It enables you to make informed decisions about your ad messaging and website content.
Adaptation to Trends
Keyword strategies can evolve to match changing user behavior and industry trends. You can stay ahead by adjusting your keywords to align with emerging topics and interests.
As you can see, keywords are your strategic allies when it comes to PPC success. They connect your ads with eager searchers, guide your budget allocation, and enhance the overall effectiveness of your campaigns. The journey begins with thorough keyword research and continues with careful optimization, all while staying attuned to user behavior and market trends. With the right keywords at your disposal, your paid media advertising endeavors can thrive, delivering measurable results and driving your business towards success in the digital landscape. So, embrace the power of keywords and level up your advertising game today!
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Want to learn more? Read about 13 best practices for paid media, how to level up your digital marketing, and how restructuring and expanding their paid media account led to an 11,800% increase in lead volume for this manufacturing client.