A successful Google Ads campaign starts with a list of suitable keywords that are relevant to your business niche. It is not enough to write a good ad copy to advertise your business if you have not chosen the right keywords.
When it comes to choosing proper keywords, each project is different. Even if two businesses are competitive and in the same niche, one of them could have more products and services as added value than the other. Therefore, the list of the best keywords for these two projects would be different.
There are quite a few errors that you should avoid while trying to find the right keywords for your Google Ads campaigns. Thus today, we will share a list of mistakes to steer clear of when planning keywords on Google Ads.
Mistake #1: Choosing Very Generic Keywords
Generic keywords may get your ad campaigns a lot of attention, impressions, and clicks, but does it lead to conversions? If an ad is shown to a bunch of people that belong to your target audience, it does not mean that after clicking on your ad, potential customers will not ditch your website and buy from your competitor.
An example of a vague, generic keyword is “shoes.” If your business is selling specialized shoes for hiking, it is very likely that a lot of people will click on your ad, expecting to find regular footwear and ditch the website when they see you only sell hiking shoes. More to it, if you are using the pay-per-click method, generic keywords like “shoes” will waste a lot of your money.
Mistake #2: Choosing Precise Keywords
When you try to avoid using generic keywords, do not go too far by selecting only the ones that are too precise. Suppose you only use keywords that are too precise and represent particular niche products only your company can offer. In that case, you will be facing a much more limited reach of the target audience.
Therefore, you need to find the perfect balance between keywords that are too generic and the ones that are too precise and have a minimal reach. You want your keywords to have a proper amount of reach but still stay relevant to the niche products or services that your business is selling.
Mistake #3: Missing Out on Utilizing Match Types
Choosing the right keywords for your campaign is only the first step to a successful performance and increased numbers of leads. If you miss out on utilizing match types, it can have a negative impact on your campaign.
Keyword match types are what influences which searches will trigger your ad on Google. Therefore, if you choose a broad match type, your ad will be shown to a larger audience. And if you select the exact match type, it will be shown to a smaller audience. Thus, if you choose a particular phrase as a keyword, it is best to use the broad match type and vice versa.
Mistake #4: Skipping Relevant Keyword Modifiers
Keyword modifiers can help you narrow down the search terms, which will also play a significant role in segmenting your target audience. Specifying keywords will result in a higher engagement rate and a bigger chance for a person to convert.
Keyword modifiers are different adverbs, adjectives, and shopping terms that give the searching person more specific results. Modifiers can include geographic, brand, generic, and industry-specific keywords.
Mistake #5: Missing on Your Own Brand
Some strategies state you should not bid for your brand name because the searches on Google will lead to your website anyway, and some state it’s definitely worth bidding on your own brand name. Then which strategy is more effective?
In fact, bidding for your own business name has quite a few advantages. If you do it right, the bidding price will be low because it is most likely that your competitors won’t bid on a business brand name they are not representing. Also, bidding on your brand name is a great way to highlight your special services or products.
Mistake #6: Not Using Cost-Efficient Keywords
Not using cost-efficient keywords is something a lot of businesses miss out on. Even though it will not ruin your ad campaign if you do not include these keywords, it will lead to missing out on increasing the efficiency of your campaign.
For eCommerce, cost-efficient keywords are the ones that mention brand and product names, categories, categories with modifiers, and generic keywords. For local businesses, it is geographic, generic, and specific keywords.