Strategies with Keywords: What you need to know

Written by

Montse García

SEM · 07 / 11 / 2019

I suppose that if you are reading this article it is because you are interested in learning or improving your strategies with Keywords. And if you have that need or interest it is because you manage Google Ads campaigns. Have i got it right? I knew it! In that case, I don’t need to tell you that the bases of Search campaigns in AdWords are on the one hand the ads and on the other Keywords, but always hand in hand.

A few months ago we gave you the key points to create the (almost) perfect ad. In this article we intend to give you some insights, tricks or recommendations to try to help you improve your strategies with Keywords (which are the terms that if a user enters the search engine you want your ad to appear).  

Things to avoid in your Keywords Strategies

As it is better to do things right from the beginning than having to correct later, let’s start with recommendations of those things that we should avoid in our strategies with Keywords:

    • Use too broad matches: If we configure Keywords with agreement broadly, our ads will show automatically for relevant variations of your keywords, even if these specific terms are not in our keyword lists. But it is essential to have the highest level of control possible over broad matches. It is clear that when a campaign begins to roll it is good to have Keywords in broad (or broadly modified) concordance since it attracts more visitors to our website, we will have spent less time in the composition of our list of keywords and we can get new ideas from the search terms to focus our investment on those that are useful and generate good results. However, this agreement must be taken with caution, since from the end of July 2019 the close variants of broad match modifiers will not only include spelling, singular or plural errors, derivations, abbreviations and accents as until now, but that they will also include terms with the same meaning as the keywords, so our ads could be displayed when searching for synonyms of our keywords that may bring to our website traffic that does not interest us. That is why you should always bid low and well below what you are bidding for closer matches. And you can take advantage of the reef to add negative keywords as we will see below.
    • Not knowing tools such as the Keyword Planner or SemRush: We can know very well the product we announce and believe that we also know the user perfectly and that, therefore, only with our mind, we have created the perfect and complete Keywords strategy. Error! There are resources such as the KeyWord Planner or SemRush that can help us out and for sure! that give us ideas that had not come to mind. Why not use them? They can help us discover new keywords, obtain information about Keywords, access bid estimates and, ultimately, improve our strategy. If you want to browse the KeyWord Planner, you can check here A complete article in which we tell you everything you need to know about the tool.
    • Forgetting to clean up Keywords: There is no doubt that those Keywords that are very costly and do not bring results in terms of conversions should be cleaned up. But what about those that have little or very little traffic?

There are Keywords with bad performance over time but that have some traffic. They do not seem important enough to focus on taking any action on them but in the long run they are inefficient for the account. Our recommendation is to analyze their behavior by looking at longer periods before deciding whether or not to end them.

And, with the Keywords with little or no traffic? They are not “damaging” your account, but for your strategy with Keywords they are like a stone in the shoe. Try cleaning periodically because they will bother you in the long run and won’t let you focus on the part of the account that brings results.


Strategies with Keywords – Keywords with low search volume

Remember in your strategy with Keywords:

  • Take advantage of the long tail: it is not about using two or more words in your KeyWords, but about how close the KeyWord of the product we are announcing is. It is better to use long and descriptive keywords than short and generic keywords. The trick with the keywords of long tail is that, if you define very well what we announce, the conversion probabilities will be much higher, since it is a user who is looking more specifically for what you offer on your website. In addition, the competition in the auction will be less, because as you are more specific there will be less competition to fight for a keyword and, consequently, the positioning in the search results will be better. Also, search engines will know more specifically what content your website has.
  • Strategy with Negative keywords: Basic. In the same way that we devise the positive Keywords that we will use in our campaigns, we must also generate lists of negative keywords, which are those that we will choose so that if the user uses them in their Google search our ad will not be shown, they will be terms that do not interest us for not being what we offer on our website. Both lists work together, the negative Keywords being a complement to the positive ones. But just as I reminded you that we will always miss something when thinking about the positive KeyWords that we are going to use, the same will happen to us with the negative ones. So, don’t forget to launch the Search Terms Report every so often (more frequently at the beginning) and mark negative keywords. Tip: Look at those Keywords with a high number of impressions and a very low CTR, there will be a lot of cleaning to do.
  • Add new Keywords from the Search Terms Report: it happens as with the negatives; When launching the search terms report we can see terms that we are not using and that has very good performance. We recommend adding them as Keywords, especially those that have generated conversions and have no added, so you can control your bid. Even if it made sense, dedicate an AdGroup to customize the ad, improve your quality level and thus have greater control.
  • Check trends: As time goes by the behaviour of people and users varies, and the same way the way they seek. That is why we will have to be aware of how and what our buyer person is looking for at all times, something that we can easily analyze through Google Trends, a tool in which our keywords are analyzed and we can obtain information about trends in terms of searching for terms in a period of time, in specific locations, etc.

As in everything in Google Ads, there are an infinite amount of tricks and possible strategies with Keywords, so we’re going to continue investigating through our daily optimization to tell you more in future posts. Stay tuned!


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