When creating your Google Ads campaign, one of the main (and crucial) questions you should ask yourself is about keywords. How can I search for keywords? Should I bid for top-of-the-line keywords in my industry?
We have identified 4 best practices for your keyword success (and some tricks to use Google Keyword Tool):
- Balance low-volume and high-volume keywords: don’t forget to check conversions, not only traffic;
- Only bid on what makes sense for your bottom line: if the keyword is cheap, bid higher to get more clicks and rank higher, if the keyword is expansive, bid to get fewer clicks at a cheaper cost.
- Intent is critical: ask yourself why users are searching for a keyword and focus on end-of-the-funnel looking-for-solution content.
- Always use negative keywords to reduce ad spend: it can reduce your wasted spend dramatically by cutting out terms that won’t convert.
And remember, you pay for AdWords search terms, not keywords. Here’s why that matters!