Keyword matching
Choosing keywords for positioning is one of the first problems you need to solve in order to best conduct further actions. In most tutorials you will come across suggestions to use the keyword tools in Google Ads. It’s also worth adding Google Ads campaigns to this list.
When choosing keywords, you’ll ask yourself a few questions that require immediate answers. Among other things: do you want to position general keywords that give you greater ranges or a long tail? Is your domain brand strong enough? Later, it remains to select phrases within a given group. There are constantly new questions. In this case, a well-run Google Ads campaign can be the answer. If you have properly invested in this advertising channel, it may prove to be a great support for you.
In Google Ads campaigns, you can extract a very large amount of data about the searched and clicked keywords and their effectiveness. Both for text and shopping ads. In both cases, you are able to check the keyword that the user entered, clicked on your ad, and then converted (or not).
Where to look for all this information?
Where to look for all this information? In the search terms report. After logging in to your Google Ads account, select Keywords from the left menu, then click Search terms in the options at the top.
You import the entire report into a spreadsheet to freely analyze the data and suddenly you discover a sea of data. There are so many keywords here that you don’t know where to start.
You can do several things:
– Leave only those phrases that have brought valuable conversions and focus on them. With this solution, I recommend taking data from a minimum of six months back, preferably one year. Then you won’t be exposed to seasonal data analysis. Additionally, you can expand your word list in the direction of long tail niche phrases.
– Leave only keywords that have a specified minimum number of impressions in the analyzed time range. Here, I also recommend relying on data from a minimum of half a year. Then sort the data by number of views, descending. It is worth referring to the quality of traffic in Google Analytics and leave those phrases that have good results or have converted.
– Group keywords by product category, e.g. filter phrases for whether they contain the word “jacket”, “pants”, “sweatshirt”, etc. Then you need to determine the potential of each of these groups and analyze their effectiveness. However, remember to leave words with the best reach and conversion rates. In this way, the list will actually contain searched and clicked phrases from a given topic.
Analyze detailed data
If you do not want to analyze such detailed data and bury yourself in a huge spreadsheet, you can use the results in Google Ads at the keyword level. You’ll find them in your campaigns. This list will allow you to evaluate phrases and similar variations in terms of efficiency and profitability for business.
You can also download this data to a spreadsheet, then filter and sort according to your needs. The main difference between this report and the previous one is that here you won’t see exactly what users enter in the search engine, only the keywords from your campaign. In addition, this report does not include data from shopping campaigns.
What can you do with a table full of keywords?
What can you do with a table full of keywords? Exactly the same as with the search terms report. Depending on the amount of time you have and the amount of data, you are able to prepare and then choose the positioning phrases that will bring the best results. However, regardless of which method you choose, you always get reliable data. Not only about the possible ranges, but also the effectiveness of these phrases (number and value of conversions and conversion rate). Thanks to this, you don’t choose keywords in the dark, based on the “can convert” principle, only according to real performance data.
