Adword

A Must-Use Guide to Successful Keywords and Targeting Using Google Adwords

For those beginning their journey with SEO and keywords, keywords are the words users search to find products, services, and information. They are what connects you with your intended audience in order to help you grow your business.

Here are some must-use tips for a successful keyword and targeting strategy online and using Google Adwords.

Align Keywords with Your Inbound Marketing Strategy Goals

1. Consider all of the different ways potential clients might reach you

The keywords you select for your blog posts, website pages, listings, or Google paid search advertisements, should reflect the many types of queries people might use when they’re searching for something you offer.

For example, people might specifically search for your brand name or they may search for your products (“two bedroom homes for sale in Melbourne”); or your services (“top real estate agent in Melbourne”); or information you have in a blog post (“tips for first time home buyers”).  When you consider all of the ways potential clients can reach you, you’ll be able to more successfully select your keywords and plan your strategy.

2. Align keywords with your overall business goals

Keywords have different purposes and you should align each keyword with its purpose and business goal.

For example, a keyword of “tips for first time home buyers” might align with a business goal of driving traffic to your website. A keyword of “top real estate agent in Melbourne” might align with a business goal of generating leads. You can group keywords by performance targets, profitability, geography, and more.

3. Delete keywords with a low search volume

Within Google Adwords’ keyword planner, you can see which keywords have low search volumes. Delete these keywords as they’re not as effective in driving traffic to your website. Then, replace them with keywords that have a higher search volume.

Manage How You Use Match Types In Order to Grow and Control Your Leads

4. Use broad match for long tail keywords and exact match for keywords you know have high search volumes

In Google Adwords, you have two types of matching options: semantic and syntactic. Semantic match or broad matching, deciphers the meaning of search terms in order to capture a wide range of searches based on the users intentions. Broad match gives you a better chance of capturing additional keywords that might be related. For example, when doing a Google paid search ad, you might select a keyword for your ad of “apartments for sale in Melbourne” and the broad match might still show your ad even if someone doesn’t type in that exact keyword, but types in “two bedroom apartments for sale in Melbourne.”

Syntactic or exact match picks up the exact term or a close variation regardless of the user’s intent. This match type is best used when you’ve selected a keyword that you know has a high search volume.

5. Don’t create close variations of exact match keywords

Exact match types in Google Adwords automatically expand to cover some close variations of your exact match keyword, including: misspellings, abbreviations, singulars/plurals, and acronyms, so don’t spend a ton of time creating minute variations.

Look for New Targeting Opportunities and Expand Your Keyword Reach

6. Use Dynamic Search Ads(DSA) for automated targeting

By using DSA within Google Adwords, you can expand your targeting and save time.  DSA will automatically generate customs headlines and target searches. It can also be run alongside an existing keyword campaign.

7. Maximise Your Keywords by Increasing their Ad Rank

You can expand the reach your keywords have by increasing their Ad Rank. To do this, you can: increase your bid, increase your ad quality, or enable or improve ad extensions.

The bid stimulator in Google Adwords will give you a good idea of how increasing your bid can increase your impressions. The keyword planner can also give you specifics about how to increase your impressions.

8. Extend your reach beyond Google by targeting other search engine partners

Other search engines partner with Google on the ad campaign level and you can choose to target search partners in Google Adwords. This can help you boost impressions and expand your reach beyond Google for those users who search via alternate search engines.

Refine Your Traffic By Using Negative Keywords

9. Use negative keywords to weed out poor leads

Negative keywords prevent your paid Google search ad from showing to users who are less likely to become a client. In other words, their views are likely wasting your time and money, so you can weed them out.

To better understand negative keywords and more Google Adwords terms, click here to read our post “Google Adwords Glossary for Real Estate Advertising.”

10. Focus your negative keywords where they’ll have the most impact

Add an impactful list—not an exhaustive list—of negative keywords. Look for any reoccurring themes within searches where your ad appeared, but there wasn’t a strong return. Once you find searches that triggered your ad on a reoccurring basis, but resulted in very little, add those search terms to your negative keywords list.

For more helpful real estate tips and information like this, check out our blog. You can also follow us on Facebook.

At iProperty, we provide leading online property management and real estate software,  responsive websites, and more.

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