The choice to target a keyword actively versus allowing the associated queries happening naturally through other related terms is constantly generating the equation of-
- Auction price
- Potential for volume or the value
- Perceived association in the customer’s journey
While no one will decide the fate of the total account structure and the budget, it is very important to know about the impact of each as well as also knowing about the strategies that will set you up for the keyword success in the future.
Let’s Move Forward For the Keyword Planning-
As per most of the professionals, the paid search philosophy revolves around the auction prices of the keywords with the estimated value given by the customer. The factors of the auction price are-
- Close variants
Each one of the industries has different auction prices or what the advertisers are willing to bid for securing the click. For example, the lawyer, the dental surgeon and an IT firm are going to provide higher auction prices for the keywords than the gym, hotel or for the shoe store as the customer values are much higher. When you are working at a high-cost business, it is very important to ground the keywords in a specific manner, i.e., vertical to the service you offer. It is seen that the keyword “lawyer” is much affordable than the keyword “truck accident lawyer” but will cost you more in the upcoming days.
It is quite alluring to choose the high volume terms. Those terms are highly competitive and have high auction prices as the bigger marketer wants to play with them.
When someone is typing “training”, they either look for the DIY solution or the certification. Typing the “trainer” means they are looking for the actual trainer who will help you in their journey. Removing the “ing” variant will provide you access to the “er” variant mainly at a discount. The mobile devices make your bid for the first spot as the first and are only guaranteed for serving fully. The keyword concept with a wide range between the “top page” and the “first position” is the mobile-first keyword concept. Depending on the budget that you have for the keywords as well as for the mobile sales, those keywords might serve as Bing’s desktop large search network.
Locations and Schedules
Few advertisers choose the factors like the location and the time in the keyword planning, but both have the impact on the auction price. If you are targeting the US client, you will put the budget in California, Florida, New York or Texas. If these locations are not from where you will get the best business or if the auction price is not ideal, you have to adjust through the bid adjustments or the exclusions.
The factors that affect the customer journey includes-
- SERP analysis
- Strategic focus
Keyword intents largely come down similar to the search engine result pages. The research oriented SERPs mainly have the organic listings having a few ads in the bottom. However, the transactional oriented SERPs have at least 2-3 ads at the top. The rise of the voice search and conversational queries are playing a big role in the mobile ads.
Match-Types and Intent Clues
Most of the advertisers make use of the broad match and exalt exact of the phrases. Depending upon the stage of the account and what type of campaign the keyboard served, there are places for broad keyword concepts and match-types. When you use specific keywords or the queries, Google or other search engines will take less time to decipher the intent and will feel more confident serving the ads on the SERPS. The more transactional searches are performed, the more likely they are to receive the advertisements.
Respecting the Intent of the Keyword
The strategic focus of the keyword is more than how restrictive it is and how well the keyword performed. Some of the keywords are designed for functioning well while some have the predefined missions. Both the branded and competitor keywords have their marketing campaigns. They have a bad habit of stealing the budget from the broad keyword concepts. Several advertisers make an obvious mistake of building the accounts before stocking the most important parts of their business and knowing how each part of the business is worth. This leads to 1-3 things happening in the row-
- All the ad groups end up in the same campaign; there is too much auction price range. These results in the budget that cannot support all the part of the business and you cannot even force the search network to allocate the amount to the highest products or services.
- The campaigns are built for every part of the business, but the gadgets cannot support the auction prices. These results in no part of the business will do well, and the entire advertising looks like crap.
- Value of locations is not taken in action, and hence all the locations become eligible. This result in no mind is paid on how different region search and budgets are forced to content with the auction prices.
Audiences are how we generally put any question about intent. Google and Bing has launched the in-market audiences, and we it we have gained a valuable tool to distinguish between the B2B and B2C traffic. Instead of putting the cross audience waste, we can eliminate the undesired intent.
Volume vs Value
The factor- volume vs Value, which keywords will give you the result what you need? Some of the keywords are predisposed as the part of the volume or value strategy, and it is essential for you to know what you need in your account for delivering the process at the beginning. If you are held accountable for various traffic goals above everything, qualifying the traffic by demanding some keywords as part of the query. If the quality is everything that matters, you will be doing it yourself a disservice for going to the volume party, even if the terms bring some conversions. The rule involves-
- One-word keywords should always be exact
- The two-word keywords can be exact and phrase as because it is important that you lock in the order or you are a common denominator that provides the enough for itself
- Three-word keywords can be a mod broad phrase, and you should be mindful of mixed intention.
- The five-word keywords are broad and enter the equation. You might also choose to let mod.
The keywords are considered as soldiers for your ultimate profit and ROAS. It is very important to honor their unique ways and skills and provide them with the jobs that they are predisposed for completing well. If a part of your business is predisposed for earning higher profit, which is the place where you should focus. Audit your keywords and their implied intent for how they will align with the big profits. You should also respect the factors that help in increasing the probability for profit and invest your time to build the keyword campaigns focusing on the profit.