How to conduct successful keyword research?

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Posted on March 23, 2020

keyword research

Keywords are an essential part of the online browsing realm. They drive your business to the top of a SERP (search engine results page). Our previous Academy blog posts have already covered keywords search topics. This post will talk about how to identify relevant keywords effectively.

Our post on the decision-making funnel crafted the journey a consumer partakes from identifying a product to becoming a lead and making a sale. The decision-making funnel has the following steps:

  • Awareness
  • Interest
  • Desire
  • Action

Users in the awareness stage are only, for the first time, aware that your product or service exists. They may have little or no interest in buying your goods or services. Users in the action stage of the decision-making funnel, have not only expressed interest in your product or service, but they desire it and are ready to take the decision of buying.  

It’s important to distinguish between keywords that reflect user intent at different stages across the decision-making funnel when adding keywords to your account. Search terms for your product or service that can describe it in one or two words are most likely actionable keywords for you. Some examples of actionable words are ‘travel agent’, ‘goldsmith’, ‘cushion covers’, ‘tabletop covers’, ‘graphic designer’, and so on.

Incorporating word modifiers like ‘cheap’, ‘local’, ‘buy and ‘best’ will make it more actionable. Experts recommend launching new campaigns with the most actionable words. You can expand to upper-funnel words once the campaign gets optimized and starts to become profitable. Not only does this help you become profitable faster, but it also helps establish a good quality score with Google.

Ads that respond to actionable keywords, like the above examples are the ones that have the highest CTR. If you’re advertising a clothing brand, users searching for a ‘pink dress’ will respond better to your best ad than users who search for ‘required material change.

In order to build a healthy advertising account, it is essential to create a history with Google that shows you write effective ads. Once you’ve done with the above mentioned, the next step would be to compile a list of potential keywords you would want to target using your keyword research. This can be accomplished using the various tools online as well as a bit of your own common sense.

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