Choosing the right keyword list for your message can help display what you want customers to find as they search for specific terms or visit different websites. The keywords you select should match the terms or words your potential customers would use to find your products or services.
1. Think like your customer: Write down the main categories of your business and the terms or phrases that can fall under each of those categories. Include terms or phrases that your customers might use to describe your products or services. Also try to think of terms that are outside of your business jargon.
2. Select general or specific keywords: To reach customers more effectively select specific keywords that are directly related to your ad’s. Using more specific keywords would mean that your ad only appears for terms that apply to your business.
3. Group alike keywords: Try grouping your keywords into themes based on your products, services, or other categories. Your business listings will be relevant to potential and new customers when they’re searching for a specific product or service. Plus, you can keep the categories better organized if your keywords are grouped into themes.
4. Pick the right number: Marketing professionals use somewhere between 5 and 20 keywords (based on your budget) per ad campaign group; although you can have more than twenty keywords in a group if you so please to. Keywords of two or three words (a phrase) tend to work most effectively.
5. Better your click through rate: In some cases you will want to prevent your ad from showing terms that aren’t relevant to your product or service. Try adding negative keywords to help you reduce costs and make your ad appear only for the search terms you want.
6. Use a search terms report: Some reports provide you with information on what people were searching for when they saw your ad. This information can help you remove poorly performing keywords or add new ones. You can also use the search terms report to help you identify negative or spelled wrong keywords.
7. Choose associative keywords: Your keyword list helps to show your ads on relevant websites that your customers visit. Try choosing keywords that are related to each other and are related to the other websites your customers might see.
