Consider the intent of your searches and stay focused!
Posted: Sun Jan 05, 2025 8:25 am
Hopefully your business has some unique products and services or features that set you apart from your competitors. You should think carefully about these points of difference, you will see that it gives you some good ideas for keywords.
For example, I recently organized a Digital Marketing training for a textile company that produces work clothes. The most obvious keyword for them would be “work clothes” “work uniforms”, but since this is very competitive – meaning many other advertisers will want to bid on the same keyword – and therefore the cost per click will increase, when I asked about the company’s services, they said that their customers are usually schools, universities and other organizations in the education sector. So I said that some good keywords for them would be “school uniforms for schools”, “work clothes for schools”, etc. These keywords will bring them fewer clicks, but since there will be less competition, the cost will be lower, and they will reach 100% of their audience that is relevant to their business. And they will be from people who have a more specific idea of what they are looking for and therefore are more likely south africa mobile phone number to convert.
A person’s search term can vary slightly depending on how close they are to making a purchase.
For example, let’s take the term “web design.” Someone who types that into Google may be looking to pay to get a professionally designed website. But they may also be looking for articles on how to design a website.
On the other hand, someone searching for “web design agency” or “web design company” is showing much more buyer intent.
By limiting your keywords to keywords that show more buyer intent, you’re likely to get less wasted traffic and a better cost per acquisition (CPA).
Bid on your brand name or domain name!
In most cases, you should bid on brand keywords – i.e. your company name and/or the brand names of your products. I will write a detailed blog article soon about bidding on your own brand name in Google Ads, explaining why this is a good thing.
Advertising on your competitors' brand names or competing domains.
Google is very happy to bid on your competitors’ brand names. Whether this is a good idea or not varies from one business type to another.
For example, a vending machine company called Macgat Otomat might decide to bid on the names of its local competitors. A customer of theirs is searching for one of their competitors, so Google ads will show “Macgal Otomat” to that person. This is unlikely to work because if someone is searching specifically for one of their competitors, they are probably already one of their customers. It’s also not very ethical. It seems a bit like your competitor setting up a stall in front of your store.
For example, I recently organized a Digital Marketing training for a textile company that produces work clothes. The most obvious keyword for them would be “work clothes” “work uniforms”, but since this is very competitive – meaning many other advertisers will want to bid on the same keyword – and therefore the cost per click will increase, when I asked about the company’s services, they said that their customers are usually schools, universities and other organizations in the education sector. So I said that some good keywords for them would be “school uniforms for schools”, “work clothes for schools”, etc. These keywords will bring them fewer clicks, but since there will be less competition, the cost will be lower, and they will reach 100% of their audience that is relevant to their business. And they will be from people who have a more specific idea of what they are looking for and therefore are more likely south africa mobile phone number to convert.
A person’s search term can vary slightly depending on how close they are to making a purchase.
For example, let’s take the term “web design.” Someone who types that into Google may be looking to pay to get a professionally designed website. But they may also be looking for articles on how to design a website.
On the other hand, someone searching for “web design agency” or “web design company” is showing much more buyer intent.
By limiting your keywords to keywords that show more buyer intent, you’re likely to get less wasted traffic and a better cost per acquisition (CPA).
Bid on your brand name or domain name!
In most cases, you should bid on brand keywords – i.e. your company name and/or the brand names of your products. I will write a detailed blog article soon about bidding on your own brand name in Google Ads, explaining why this is a good thing.
Advertising on your competitors' brand names or competing domains.
Google is very happy to bid on your competitors’ brand names. Whether this is a good idea or not varies from one business type to another.
For example, a vending machine company called Macgat Otomat might decide to bid on the names of its local competitors. A customer of theirs is searching for one of their competitors, so Google ads will show “Macgal Otomat” to that person. This is unlikely to work because if someone is searching specifically for one of their competitors, they are probably already one of their customers. It’s also not very ethical. It seems a bit like your competitor setting up a stall in front of your store.