EXPAND YOUR KEYWORDS

While millions of unique keywords come into view on the Search Engine network, just a small percentage of those keywords have advertisers bidding on them. This mean there is a big chance to apply the unused keywords to reach new customers.


Observe your products and services.

By analyzing your website, you should be able to classify a diversity of suitable keywords.

Create a list of the products and services that consist of the top 25% of your business. These make first-rate keywords.



Use The Choose Keywords Tool.

The Choose Keywords Tool gives you keyword suggestions that are relevant to your business and shows you a keyword’s predictable monthly search quantity. You can enter keywords, phrases and a specific URL to get keyword suggestions. You can also continue to purify the keyword suggestions to increase their relevancy to your business.

Keep in mind that relevance is vital. Just for the reason that a keyword has been searched frequently does not automatically mean it is suitable for your business.
The Choose Keywords Tool can be accessed by clicking the “Add Keywords” link on the Ad Group Details page.


Use your company name as a keyword.

This is a great way to produce brand awareness. You should think of the different variations a customer may use to search for your company to make sure that your ads appear when potential customers search.


Be specific and use niche terms.

Modifying a common keyword with a more specific term can lead to more relevant matches and potentially pick up the number of click-throughs. Because niche terms are so specific, they may be understood only by people who are very memorable with your product.


Use different combinations of keywords.

Searches containing more than one word make up 88% of all searches.

Hence, to appeal to a broader search audience, we recommend that you choose at least 20 keywords that use two or three words.


Look at your competitors’ web sites.

Review the product offerings on competitors’ sites to see what concepts might be applicable to your campaign.

Please keep in mind that keywords you take on must be relevant to your campaign or they will not pass editorial approval.


Use geo-targeting and geo-modified keywords.

Use the geo-targeting feature of Sponsored Search to target your ads to a specific region. Or, enhance the specificity of your keywords by incorporating geographic locations. Identifying variations like this can help you appeal to searchers interested in products and services in your local area.


Incorporate retail modifiers.

Searchers often include keywords related to the shopping process in their searches. Adding modifiers such as “compare,” “low price” or “shop” to your keywords can build them more attractive to searchers.


Examine seasonality in your product offerings.

If your products and services are related to specific seasons or holidays, incorporate those into your keywords.

You may also want to refer to the seasonal calendar to determine when to launch your holiday campaigns.


Consider the buying cycle.

  • Early in the buying cycle, a small number of fairly general keywords are relevant to the search.

  • In later phases, the number of keywords relevant to specific purchase options rises, enabling more keywords to be selected.

  • Customers often state intention in searches, prefacing product and service keywords with “buy,” “purchase,” “research,” etc.


Review your web logs to find out what potential customers search for.

A web log is a file that lists actions that have occurred on your web site. With log file analysis tools, it’s feasible to get a good idea of where your visitors are coming from and what keywords they were searching on that led them to your site. While we suggest that the advertisers seek out more keywords to increase traffic and sales, we also stress that you only choose keywords that are relevant to your site. Potential customers will be much more likely to spend time and money at your site if they instantly find what they’re looking for. Your site will be viewed as more believable, and your funds could benefit, with clicks that are more likely to exchange to sales.

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