You’ve probably heard the term keywords. But what are they? How do you use them? And how do you pick the right ones for your business? Northern Enterprise Solutions have the answers to all of you web questions.

What are keywords?

Keywords are perhaps most important in a Google Adwords context. They are words or phrases that describe your product or service. They dictate when and where your ad can appear. An effective keyword list will help you target the right kind of audience that can grow into actual pay customers and vice versa.

There are also “negative” keywords referring to words or phrases that you want to exclude from your list because they are completely irrelevant to your business. For example, if you are selling organic food to health-conscious consumers, you should list “pet food” as a negative keyword.

How to choose the right keywords?

1. Be relevant

For a start, excellent keywords and phrases must be related to your business. You may be tempted to use very exciting and popular phrases that actually have little to do with your ads or websites, but bear in mind that the sole purpose of your ads is to convert a visiting customer into your paying customer. There is no point in making your ads rank or attracting visitors to your website and them clicking out because the content isn’t relevant. Besides, remember that you’re pay for each click, so getting lots of clicks that don’t convert will mean lost dollars.

2. Use keyword tools to get ideas

Don’t try to find keywords alone! There are tons of apps and tools out there that can ease the task. The most popular one is Google’s own invention, Keyword Planner. Other well-known names include Ahrefs, KeywordSpy, SpyFy, iSpionage and SEMrush. They can help you generate the most relevant keywords as well as steal ideas from your competitors.

3. Put yourself in your customers’ shoes

Just think like your customer. Which words and phrases would you google if you were looking for a product or service like yours? You can also install Google Search Console to help you identify any that you may have missed.

4. Focus on certain search queries

Some search queries should be given more attention than the rest. For instance, if someone types in a search query that includes words like “best, review, compare, etc.”, they are looking for guidance on buying a product. Or if their queries include “product searches, price, buy, etc.”, then we have a customer making their choice. In either case, that person is a warmer lead and may want to buy your product.

5. Keep your keywords balanced

If your keywords are too general, your ads may be displayed to the wrong audience. But if you go for extremely specific terms that only a few people use, your ads may never be displayed at all. So it’s best to stay in between. In most cases, ideal keyword phrases should be three to four words long.

6. Remove “negative” keywords

Don’t forget to get rid of irrelevant keywords. They can invite a lot of unprofitable clicking which is the worst possible thing for pay per click users.

7. Always keep on going

Running Adwords campaign takes a whole lot of time because new keywords emerge every day. Be constantly on the lookout for the next great idea that can take off your business.

Keyword matching options

Before using Adwords and getting, it is a good idea to learn about Google keyword matching options first. The type of matching you choose influences how your ads will be processed, and in turn viewed. Basically there are three options:

– Broad match:

Your ads will be triggered when someone searches for any words in which your keywords are present. This may sound useful but in reality, this type of matching is rather ineffective as your ads can be associated with totally irrelevant search queries. For example, if your keywords are “cute dresses for sale’, your ad might appear if someone types in “are dresses dangerous for the environment”.

– Phrase match:

Only when someone searches for a phrase that includes your entire keyword phrase will your ads be displayed, like “cute dresses for sale in Australia” for the above keyword. It is more tightly targeted and of course more effective.

– Exact match:

The name is self-explanatory. Its coverage might be small but you can be confident that your ads will be showed only to people who really care about your products.

Of course if you need assistance connecting to Adwords, Search Console or any other keyword tool, get in contact with us


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