Google Ads are an excellent tool that can help you get more customers, however, its biggest downside is that it is very expensive to use, and the ads are getting more expensive every year. In some fields a single click can cost as much as 200 dollars, so if you want the results of your marketing campaigns to stay the same without having to increase your ad budget significantly, you need to improve your skills and practices. One of the easiest and most effective changes you can make is the keywords that you use. Sure, you can choose a wide range of generic keywords for the campaign, but it will likely be very expensive and not very effective, so you need to do better, and this is where Google Keyword Planner comes in. Here are our top tips for using this tool to optimize your marketing campaign.
Choose the appropriate keyword volume from Google Keyword Planner
Choosing the right keywords is one of the most important things in any marketing campaign. Some keywords are very broad and have the potential to yield hundreds of thousands of searches per month from people who might not be interested in buying your product, while others may only get a few dozen searches, but those will come from people who are interested in what you have to offer. You probably want to have a healthy mix of both high and low volume keywords when setting up your campaign. And keep in mind that the number of impressions and clicks is not what matters – conversions are the only metric to go by.
Choose your bid price wisely
For an amateur advertiser it can be difficult to choose the bid price. But all you need to figure out if the bid price works for your ad is some simple math. Keep in mind that the average Google Ads conversion rate across all industries is 2.70%. If you have a keyword that costs 10 dollars per click you can expect to get 27 conversions per 1000 clicks, but you will have spent 10,000 dollars on those conversions.
Figure out what the intent behind the search is
Most advertisers become too focused on finding the perfect keywords that they forget to think about why the person is searching for this specific phrase. For instance, if someone is Googling “locksmith now”, they are already far down the sales funnel and they need to find a locksmith ASAP, so it will most likely be pretty easy to convert this individual. On the other hand, if someone is searching for “best SEO”, the person is likely not willing to pay for SEO services right now, instead, they are looking to explore their options and find out more about the field. In this case, placing an ad advertising you “best SEO company services” will most likely be a huge waste of money on people who are not ready to buy.