As we’ve mentioned previously, there’s been many changes going on with Google AdWords in an attempt to give advertisers more control over their paid-search campaigns. But still, it remains relatively difficult to generate solids results if you aren’t sure which keywords to attach to your campaigns. Think about it. The industry is always changing, new competitors are always entering the market, match-types are always being upgraded—such as Google’s recent decision to ignore word order and function words when deciding whether to trigger Exact Match for relevant queries. And sometimes you just reach a brick wall in spite of the research you’ve done to generate keywords that may’ve been successful in the past, but are no longer generating solid results. For this reason, it’s important to consider effective methods of keyword research that will help you generate more conversions, especially amidst all these industry changes that could potentially affect your business in a myriad of ways depending on your business type.
We’ve addressed the countless AdWords changes that are currently affecting businesses in both negative and positive ways. Results from the recent impact of the Exact Match changes have already shown a 3-5% drop in conversions for pure Exact Match non-brand traffic when compared with other co-variants. And yet others have had a positive impact just like the recent changes to DSA’s, which have helped one of Japan’s top booking services, Hot Pepper Beauty, significantly expand their audience reach in 90% less time. So, you never really know exactly how a change will affect your business, and so it’s important to understand how to generate a constant string of relevant keywords in the case you are being negatively affected by a particular feature or trend that shakes the industry. So, check out these tips here:
- Analyze your Data
Probably the most significant aspect of keyword research is analyzing your data. Your AdWords data is telling of what ads/ tactics are not working—and also is telling of those aspects that are working. For example, you can analyze your data to determine the type of ad-text, headlines, keywords, and/or source of queries that are currently generating the most conversions, and then generate a new set of keywords that would increase CTR and conversion rates. AdWords features themselves, like the store-visits feature which tracks consumer journeys, can also help indicate how web browsers are interacting with your website, providing insight into what keywords will engage your target audiences. You can also query-mine with Dynamic Search Ads (DSA’s) to discern the types of queries which yielded to the most conversions, and also analyze the types of keywords your competitors are using with third party tools as well. This bring us to our next point…
- Third-party Tools
We cannot stress enough the importance of using third-party tools in the keyword-research process. For one thing, tools like our LXRMarketplace Keyword Combinator Tool, which we mentioned two weeks ago, can help you identify a wide range of keyword combinations, including Exact Match and Phrase Match types, that could help you find and implement relevant keywords, especially if you are coming up against a brick wall. But don’t feel compelled to just use paid-search tools for keyword research. In fact, tools like our Weekly Keyword Rank Checker not only can help you identify relevant keywords, but also identify keywords that your competitors are using so you can adequately compete in the industry you reside, and that is very important element of succeeding in the instance you come up against the ‘brick wall.’
- Associating Keywords with ‘Personas’
Another hugely significant factor in identifying relevant keywords is to evaluate which audience base in converting the most and then create ads that cater to those audiences. How can you do this? In a myriad of ways. You can pull your audience list from AdWords and assess the titles, ages, industries, and geographic locations of current audiences, & implement keywords based on this information. You can also assess the types of audiences that are interacting the most on social media channels like Twitter Analytics and/or Facebook Audience Insights tool to assess which users are interacting with your posts, how they are doing so (either with likes, link-clicks, retweets, views, shares etc), and the types of content these users are engaging with. Whatever tactic you choose, make sure you can clearly discern how to identify your target audience so you are using relevant keywords pertinent to your success.
So here it is! Three tips for recovering from a drop in your AdWords revenue by using keyword research. The reality remains that while keywords have become a more complex feature to succeed with for certain businesses, especially with all these changes to Exact Match, there is still the potential to succeed immensely if you understand which keywords to implement and how to implement them. And in order to succeed as a brand and adequately compete with your competitors, it’s important that you do the required research to find those keywords, and develop ad-campaigns that will bring you those results that you desire.