How to choose keywords for Google Ads?
Steps to take when selecting keywords for Google Ads
Reasons to build a semantic core
When collecting keywords, "junk" search queries that are too broad are cut off and will not be converted. Such search queries should be added to the category of negative keywords.
After launching a campaign, the semantic core should be regularly analyzed to find and remove keywords that don't convert well.
Collect relevant keywords for ad campaigns
In addition to the list of keywords, you will get:
Collect keywords of competitors in PPC
Select search questions and search suggestions
The lists are updated in real time, which will ensure that the keywords that are used to launch PPC campaigns on your site are relevant.
Carry out a bulk analysis of domains and keywords
Clean the core and collect negative keywords for PPC
Export the collected semantic core list into a table in one of the convenient formats, select those keywords that do not correspond to the products or services offered by your site and eliminate them.
Keywords can also be filtered inside the tool: click on the filter icon, select the "Does not contain all" option, and enter a list of negative keywords.
Tasks that can be solved when selecting keywords for Google Ads
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FAQ. Common questions about collecting keywords for Google Ads
1. What is important to remember when selecting keywords for Google Ads?
1. Contextual advertising is almost always associated with competition: there are a large number of people who want to place their ads in top positions and spend the smallest budget on it. Don't compete with them by simply raising your bids, as this will inflate your CPC. In such a situation, an advertising campaign may not provide the best ROI.
2. It is important to ensure that the keyword is relevant to the product offered both in the ad and on the page to which the ad leads. To do this, you need to accurately identify negative keywords and exclude them from the semantic core.
3. The size of the semantic core for an effective advertising campaign in Google Ads varies from several hundred to several thousand for each product. The final number of keywords depends on the product itself, as well as the level of competition in the niche.
2. What are the keyword selection tools for Google Ads?
To select keywords for Google Ads, you can use the Serpstat tool, which allows you to collect competitors' keywords, as well as discover suitable keywords based on the searched keyword. This data can be filtered by indicators of competition in PPC, traffic, cost, visibility in order to select the most relevant ones and add them to the semantic core of your site.
3. Why use negative keywords in Google Ads?
Negative keywords allow you to show ads only for targeted search queries and excluding those search queries that are not relevant. For example, for a clothing store, displaying an ad for the query “classic do-it-yourself dress” would be futile since such a user does not intend to make a purchase when entering that search query. After collecting a semantic core for PPC, you need to filter out junk search queries in order to fully optimize the budget. You can do this in Serpstat's Search Suggestions and Search Questions containing a complete list of semantics for any keyword.
4. What are the mistakes when collecting semantics for Google ads?
- Tiny semantic core. For each product, the volume of the semantic core can fluctuate between several hundred and several thousand keywords. A tiny semantic core reduces the chances to land the audience on your page.
- Ignoring search suggestions and search questions. Many people will use different search queries for the same product, so it is important to expand the semantic core with the help of search suggestions and search questions. Serpstat offers Search Suggestions and Search Questions containing a complete list of semantics for any keyword.
- Using only high-frequency search queries. Do not forget about low-frequency search queries: it is much easier to reach the top with them, and users who come for these search queries are converted into customers much more often.
- Inclusion of non-target requests. An important step in working with a semantic core for PPC is excluding non-targeted queries. At the collection stage, a large number of keywords may not correspond to the proposed product and page. Serpstat allows you to filter out unnecessary keywords within the Keyword Report. This will keep the conversion from ads at a high level.