The constant use and abuse of keywords, some based on common SEO myths, has encouraged google to come out with guidelines on how to use keywords to our advantage. Consumers stay online all day wherever they are and search for things they want. Advertisers target those searches using keywords, hence building the relationship between queries and keywords.
The first priority for deciding keywords is selecting those that are used to describe your business and its goals. A clutter of random words that vaguely relate to the business’s motives is not the best way to drive quality traffic to your website.
It is valuable to know the difference between semantic (meaning of a user’s search) and syntactic (order of words used in a search) to understand broad match, which uses Google’s history of understanding the meaning of queries, to answer a question. Other match types describe words that are independent of their intention. These tools are used in correlation and must be considered while reserving keywords for long tail queries and matches for your primary volume and value drivers. Minute variations of the same phrase are unnecessary as misspellings, singulars/plurals, abbreviations, and acronyms are all included in the matching behavior of the keyword you select.
Dynamic Search Ads are another powerful tool that offer an automated option for targeting. These ads automatically target queries and generate headlines of the ad based on content from your website. Pretty cool, right? that’s not all, these ads save time, and also deliver users to the appropriate landing page thus proving to be more efficient. The best part, dynamic search ads do not require changes to existing keyword campaigns and are thus convenient to include in your existing keyword strategy.
Learn about Keyword Planner tool in Adwords :
Also, remember to always customize targeting options for best possible estimates!
So what can we do about keywords that have worked and are still working for you? You keep them! However, you should consider expanding your reach using these keywords. One of the ways to do this is to improve their Ad Rank. This determines the ad’s position i.e. where your ad is displayed on a webpage in relation to other ads. Another option is to target search partners which are sites that partner with Google to show ads on their search results. These provide a new venue for your keywords which could reduce CPCs and improve CPAs as a result of different competitive dynamics used on these sites.
The objective of using keywords is to develop a well-rounded strategy, one that is flexible and intelligent. While concentrating on positive keywords used in relation to your business, negative keywords can also be used to increase profitability and allow efficient control of traffic flow to your website. Negative keywords help segregate your audience into those that are valuable and those less interested in what you have to offer, even though these queries are syntactically related to your business. The rules of positive keywords remain applicable, so feel free to use negative broad match for long queries. However, poorly performing queries that are close variations of the positive keywords will have to be added explicitly as their own negative keywords.
From an all-round perspective here are a few guidelines to remember :
1. Spend time analyzing keywords that are driving traffic toward you and focus on improving them.
2. Apply other strategies that work in relation to those that are working for you and consider using negative keywords to help segregate quality traffic.
3. Remember that keywords and queries should be used to connect potential customers with what you have to offer. The trick is to cover all possible routes to your business.