Picking out great keywords can be challenging, but it’s an important part of an overall successful Google Search campaign strategy. In this post, we discuss the different kinds of keywords you can use to target your audience.
Think like your customer
When it’s time to come up with the keywords for your Google ads, you’re going to want to think like your customer at the time their searching for your product. Also, take under consideration that you might have a sale going on you’d like to promote to them that requires it’s own campaign with it’s own keywords such as “couch discount” or “couch sale”.
Explore your business objectives. Do you want more people to visit your website or to reach customers that are ready to make a purchase? You’ll need to formulate your keywords around the journey you want your customers to take.
The different match types
If you’re trying to reach a wider audience, you’re going to need a broad match or broad match modifier. These allow for variations and misspellings of the search terms that you enter in any order if they appear in the user’s search terms. For example if you enter “bicycle” and the user searches for “blue bike”, you would still show up in the search engine because bicycle is a variation of bike. These are the most common type of search types.
Now let’s look at more narrow searches–the phrase match and exact match. Phrase match can be useful when you are looking to target a specific brand of something such as “Comfy Couch” brand and you needed those to appear in order with no words in between, while still allowing words before an after. Exact match is just as a it sounds. The user must enter the exact search terms as they appear and really should be used sparingly as a keyword strategy.
The last match type is a negative match. This type is used when your broad match allows something to appear that you don’t want. Let’s say you don’t have any “sectional couches” in your inventory, you can add a negative keyword “sectional” so that you don’t appear in those searches.
At the end of the day, delivering an exhaustive list of keywords is nearly impossible, but understanding Google’s match types makes that effort a little easier. When you’re generating your own list, you can always reach out to us for questions–we’d be happy to help!
There is no one-size-fits-all answer to this question, as the most common mistakes made by digital marketers can vary depending on their level of experience, the type of marketing they are doing, and the specific goals they are trying to achieve. However, some common mistakes that digital marketers often make include:
Not having a clear strategy: Without a clear and well-defined marketing strategy, it can be difficult to know what the objectives are, what metrics to track, and how to measure success.
Not targeting the right audience: Understanding your target audience and what motivates them is critical to the success of any marketing campaign. If you are not targeting the right audience, your efforts and resources will likely be wasted.
Ignoring mobile optimization: With the majority of internet traffic now coming from mobile devices, it’s essential to make sure your website and marketing materials are optimized for mobile.
Overlooking the importance of data and analytics: In the digital age, data and analytics play a crucial role in making informed marketing decisions. Without tracking the right metrics, it can be difficult to understand what’s working and what’s not.
Not diversifying your marketing channels: Relying on a single marketing channel can be risky, as changes in algorithms or consumer behavior can have a significant impact on your results. It’s important to diversify your marketing efforts across multiple channels.
Not testing and optimizing: Digital marketing is a constantly evolving field, and what works today may not work tomorrow. It’s important to continually test and optimize your campaigns to ensure they are achieving the desired results.
Creating keyword lists for user searches that are relevant to your business can be challenging and time-consuming. Building ad creatives at scale and correctly matching them to each of your different landing pages can also be a demanding task. Did you know that Google’s Dynamic Search Ads can crawl through your website and create ads for you? They both generate the headlines and decide the landing pages for you.
How Do Dynamic Google Search Ads Work?
Instead of creating an ad for each page on your site and adding keywords for each of those ads, Dynamic Search Ads uses Google’s understanding of your site to customize and target your ads.
You specify the pages of the website, daily budget, and an ad template
The customer enters their search term into Google search
If you have content relevant to the search, Google dynamically generates an ad headline and destination URL to the best matching page on your site.
You only need to create the description in the template beforehand — everything else is automatic and based on the customer’s search term.
Why is SEO so important for Dynamic Search Ads?
Using Google’s web crawling technology, Dynamic Search Ads indexes your website and uses that index list to ultimately determine if a customer’s search is relevant to your business. If the search term matches the index, Dynamic Search Ads will automatically create a headline and a destination URL customized to the customer search term and will enter a dynamic search ad based on your template into the Google Ads auction.
When Google crawls the website, the headings on your site are most of what is indexed, so having those headings containing important keywords is crucial. If your headings don’t contain vital keywords for your business, Dynamic Search Ads and even organic search mechanisms for Google are going to miss out on relevant searches.
At the end of the day, automating your Google Ads through Dynamic Search using Google’s AI will be efficient and fruitful when married to a great SEO strategy. These ads deliver value for relevant searches that aren’t covered by existing keywords, complementing your keyword strategy and ensuring that you aren’t missing any relevant searches.
Building an audience on social media is a great way to grow your credibility (do you take anyone seriously that has little to know following on social media?) while opening up channels beyond email for your target audience to receive important updates. Many organizations do not invest enough time in building online communities because traditional content marketing and earned media is generally a slow grind to build a robust following.
For those of you frustrated with a slow community building process we have good news. There are affordable paid media options to help you supercharge your online community growth. In this post we will focus on two platforms with huge audiences that provide simple ad units to boost your following: Facebook and Twitter.
In the Meta platform you will want to select Page Like Ads. These ad units largely look the same as any other ad unit that shows up within your feed, but what makes it unique is the “thumbs up” image appears making it easy for someone to like your Facebook page.
On Twitter you will want to select “Followers” from the campaign objectives menu in the ads setup. Just like Facebook, these ads look like any other ad in the platform, but they have a “follow” button that makes it easy for users to follow your content.
What kind of content should you use for an effective paid like/follow ad? Remember you are playing the long game with these ads. Your objective is to build a community of long term advocates, customers, etc. The most effective ads are short and to the point. Let people know why they should care to follow you.
For example, with brands, instead of focusing on your products, focus on your mission and/or brand identity. In the example from Neutral above, they are a carbon neutral dairy company, but their mission is to provide customers with carbon neutral milk that tastes good and is also good for the environment. Our paid like/follow campaign focused on the latter and was very successful in building community, quickly.
When considering how to target here are some suggestions:
CRM Upload: Uploading your email list can accomplish two things. First, you can negative target them. This means you tell the platform you do not want to target them with ads. This tactic will allow you to save money by not targeting people you can already reach while focusing solely on adding net new followers. Second, you can create a lookalike audience of people who are similar to those that already follow you via email. This is a great place to start.
Interest Targeting: Meta is very good at understanding their users interests based upon their in-platform browsing behavior. What is your target audience interested in? Meta will likely have an interest-based audience for you to target.
Handle Targeting: On Twitter you have the option to target people based upon who they follow. Do you know that your audience will likely follow a certain brand, influencer, organization, etc? Add them to your targeting list.
Geotargeting: If your organization is localized it is vital to zero in on the area(s) you serve. This will help narrow down your target audience and achieve maximum efficiency.