Your customers are searching for you. Make their job easy.   

ads, adwords, alphabetHow many times a day do you open the Google browser on your phone and search something? Google inquires have reached a total of 3.5 billion per day. These searches allow people to do everything from settling a friendly wager to checking sports updates, or even researching for their first home purchase

Just as any person begins here, so should the marketer. A strong foundation in proper keyword choice is essential. Each day millions of your potential customers search for products and services like yours, so knowing which words will land you on page 1 of Google is the secret ingredient. Here’s how to use Google AdWords to properly capitalize on the core keywords that many use in searching for answers on their browser.

Don’t Think Like You, Think Like Them

Many Don Drapers throughout time have developed successful marketing strategies by tapping into the minds of their target markets. American author, Robert Collier once wrote, “Always enter the conversation that is already taking place in the customer’s mind.”

In an age when so many are striving to create new conversations, listen to what prospects are already telling you through Google search. Focus your efforts on assisting with where they already want to go and what they are already are looking for. Envision how your ideal customer is trying to search and what he or she is searching for. This is the first long stride to compiling a winning keyword campaign.

Browsers, Shoppers, and Buyers! Oh my!

Once you have this expansive keyword list, it’s time to narrow down your target market to three main types of online searchers. Accurately defining these will allow you to focus your marketing dollars on the most profitable segment. In his book Ultimate Guide to Google AdWords, Matthew Perry splits searchers into three main categories: Browsers, Shoppers, and Buyers.

When it comes to Browsers, it is challenging to decipher actual search intent. After all, they could just be playing around with their phone while at a bus stop. Shoppers are those actively researching for a purchase. These prospects are reading reviews and comparing prices. Buyers are the most important segment. They have the credit card already on the table and the only thing impeding the transaction is how quickly they can type. Wordstream, an online marketing tool company, defines Long-Tail keywords as, “Longer and more specific keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase.” Structure your keyword set around finitely specific groups that correspond to what you offer.

The Difference between [Good,] “Good” and +Good

The third and unequivocally most vital point to follow is how these keywords are input into Google’s AdWords software so that the most valuable output can be obtained. Remember, there at 3.5 billion daily Google searches. That includes tens, maybe hundreds, of thousands of searches with your keywords in them. There are three types of keyword structure modes to pay special attention to.

First, is an Exact Match approach. This strategy provides the most control. Place square brackets around keywords that you want to only be shown if typed in verbatim. Extreme care must be taken to ensure correct positioning. Placing brackets around [buy] will alienate any searches using [purchase] instead. Furthermore, [buy office desks] will not pull up [buy office desk online].

The second useful approach is Phrase Match. Putting quotations around your keywords will let others see them whenever they are typed in the precise order. For example, “office desk” will show for the following searches such as “buy office desk,” “office desk buy,” “buy office desk online,” etc. This allows you to have higher impression rates, while still retaining some level of control.

Finally, the Modified Broad Match uses the “+” sign to establish nonnegotiable words that must be included. The main benefit of this approach comes when placed before cornering words such as ”formal,” “classic,” or “certified.” These anchors offer balance between flexibility and accuracy. You may have to experiment with this strategy in order to get the correct arrangement.

With the majority of online commerce beginning with Google searches, proper positioning at the gate is crucial. Arming yourself with these keyword strategies will allow for focused and accurate marketing campaigns that attract higher quality leads. Remain flexible and agile, your keyword list a year from now will be a distant third cousin to the current. Always refine your list. Slowly eliminate ineffective keywords while developing permutations of the strong performers. Claude C. Hopkins said in his 1923 book Scientific Advertising, “Think of your readers as prospects standing before you, seeking information. Give them enough information to get action.” Having this basic keyword campaign structure will better position you to later establish much more defined campaigns for niche targeting.

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