The Supremacy of Keywords in Search & Display Ads- Part I
Businesses of all types invest a pretty good sum in search & display Ads. All for one good goal and that is for greater Lead Acquisition. Unfortunately, despite spending big bucks on ads, the ultimate goal of Lead Acquisition cannot be achieved. So why is the investment on ads proving worthless to these companies? The primary reason is that, these companies fumble in picking up keywords to target and they go wrong. Holistically speaking, they venture into it without much research and proper understanding. And for any ad campaign to be successful, keywords are the basis. Only by achieving exactness and perfectness in keywords to be targeted, a company can taste the success of ad campaign.
Here we explore the supremacy of keywords and the role it plays in ensuring the success of search & display ads. Also find out, how SocialHi5 can help your company to implement a successful Search & Display Ad campaign and enhance the lead acquisition process.
The initial keyword research process comprises of six crucial steps. And this is the pattern to figure out the potential keywords.
Step 1: Identifying prospective keywords for ads targeting
Step 2: Segregating Keywords as Primary and Secondary
Step 3: Building up keyword clusters for different ads
Step 4: Estimating the bidding cost of each keyword
1. Identifying prospective keywords for ads targeting:
The success of any ad campaign solely depends on the nature of keywords targeted. Identifying keywords with highest potential for return (ROI), and subsequently targeting those keywords for ads will help campaigns to garner more leads.
At socialHi5, we perform an extensive research on the business/service through which broad set of keywords are identified. Narrowing down further to achieve exactness in keyword, we do an in-depth study on the product/themes to figure out the potential conversion-centric keywords. This will require a wider analysis of the large chunk of keywords chosen.
2. Segregating keywords as primary and secondary:
Now that, let’s say you have identified thousands of potential keywords for targeting. It makes no sense in utilizing all the thousand keywords for targeting. The challenge lies in segregating it as primary and secondary keywords.
So how to segregate keywords as primary and secondary?
Product/theme related keywords with high search volume and high competition can categorized as primary. Other keywords with less search volume and less competition can be categorized as Secondary. However in certain ad campaigns, a situation may well arise which demands us to utilize secondary keyword as a primary keyword given the uniqueness of the keyword.
Lets presume an example, where we are about to commence a Dental implant Ad campaign.
Probable List of Keywords:
What are dental implants, find a dentist near me, types of dental implants, dental implants dentist, types of dental implants, local emergency dental implant, what is a dental implant, local emergency dentist
a. Find a dentist near me, dental implants dentist, local emergency dental implant, local emergency dentist.
Why do we categorize these keywords as Primary?
If we look at these keywords carefully, it has some localized search element to it. It can be inferred from these keywords that, people who are seriously looking for a dentist or those who are willing to opt for a dental implant might have searched using these terms. It carries much relevance and these keywords carry greater potential for maximum conversion.
b. What are dental implants, types of dental implants, pictures of dental implants, what is a dental implant.
Why do we categorize these keywords as Secondary?
If we look at these keywords carefully, these are very generic in nature. In fact they are more educative. People who are in need of a dental implant but quiet unsure of what dental implants are might be searching using these terms, those of whom are not our target audience. These types of keywords have less scope for conversion and can be segregated as Secondary Keywords.
3. Building up keyword clusters for different ads:
The performance level of each ad group depends on relevant keyword that we supply for each individual ad group. We ensure strong relevancy between ad words keywords and ad groups, which in turn will fetch decent quality score of ads.
An example of Ad group with relevant Keywords:
Ad group Name: Dental Implant
Keywords: Dental implant clinic, clean dental implants, Best dental implants, Affordable dental implants.
4. Estimating the bidding cost of each keyword:
Choosing the right keyword for First page and top position bid is purely based on intuitive judgment. Certainly speaking, we would be in a convincing position to say that this particular keyword will give good conversions.
Probable List of Keywords:
What are dental implants, find a dentist near me, types of dental implants, dental implants dentist, types of dental implants, local emergency dental implant, what is a dental implant, local emergency dentist.
Among all the keywords, let’s presume that only two keywords “find a dentist near me and local emergency dental implant” are bided for a position in first page. Why it is that only these two keywords are bided for a position in first page? The very nature of these keywords indicates a sense of urgency through which one can be convinced of better conversions.