Importance of Keywords in Google AdWords

by Ratan Jha Digital Marketing Expert

Keywords are building block of any Google ad campaign but what are they? Google was earlier used to collect information but it is not only limited to this. Today, from basic needs of life to luxuries products are available on Google. It is just a click away. All this is possible due to online marketers. A digital marketing expert knows how to reach a customer.

Whatever you type in Google search query contains a set of keywords. For instance, Kurtis for girls, wedding gift items or buy a laptop. You get a result depending on your search queries. Some brands will show up at the top and some may not. Now if you want your brand to rank at the top, you need a Google ads expert.

Why keywords are important?

Google Adwords is all about keywords. Ad campaigns containing keywords relevant to users are likely to get clicked by them. Any Google Adwords expert emphasizes the importance of keywords to fulfil the purpose of pay-per-click or PPC. Whenever your ad is clicked, you have to pay a small fee to search engines. Hence keywords become even more important. The rank of your brand depends on the quality score which indirectly depends on keywords.

Elaboration on keywords

Keyword research- One question can be asked in many ways. Similarly, queries on the search engine could be in many ways. Some searches enter the marketing funnel but some don’t show such intentions. According to many Google AdWords consultant, proper research is necessary before setting up an Adwords campaign. Look at these keywords- Buy laptop, Laptop on EMI, Touchscreen laptops quality. Out of these three, the first two seem to have an interest in buying laptops but the third person could be a tech freak. So, you need to segregate the first two keywords for PPC purposes.

How to do keyword research?

As a curious marketer, it is obvious for you to ask this question. The basic thing you can do is sit down with your team and have thought about this. Rest you can rely on data analytics and other software. You can also keep eye on your competitors and see what they are doing in your niche but here is one problem which is explained later.

Keyword bidding- Suppose you find a keyword that is performing well in your competitors’ niche & you want the same set of keywords in your list. But you have a limited budget, your competitors have earned a lot already. Now, here is an escape through bid optimization. It is a process in which you increase the relevancy of your ads. Keeping a clean and relevant campaign with an optimized landing page as well can change your game. As your quality score is improved, you will climb up in the search engine page result.
Negative keyword list- When you create a list of performing keywords it is also important to create a list of keywords for which you don’t want to show your ads. As stated earlier, some search queries don’t have search intent, you want to avoid clicks in such situations.

Research on keywords is a deep process, these were some helpful information to start your research.