If you want to boost the conversion rate from your Google Ads, you must have the right plan in place. Discover Learn the art of analyzing Google Ads keywords from rivals vying for the same leads and customers in the contemporary era from competitors all over the world. Creating a workable plan is a more difficult task.

Many components, including ad wording, relevancy, graphics, landing pages, and follow-up strategies, make for a successful eCommerce pay-per-click (PPC) campaign. However, figuring out which keywords to target and which ones work best for Google Ads is the first and possibly most crucial step.

You may contact more interested clients with pertinent content and offers while saving money and time by learning how to shortlist and target the best keywords for Google Ads campaigns. You’ll be able to increase your market share with this method.

Why are keywords important?

Consider yourself hoping to draw in the proper customers for your yard sale. You wouldn’t just sling up a “Stuff for Sale” sign, would you? You might enumerate the items you sell, such as clothing, antique toys, or furniture.

For Google Ads, keywords are precisely that! They provide small indicators to Google about the target audience for your advertisement.  This is how they function:

• Google uses keywords to determine the type of customer you are looking for. Do you provide sporting goods for sale? “Baseball bats,” “running shoes,” or “soccer cleats” could be some of your search terms. People looking for those items will probably see your advertisement this way.
• Ads that contain keywords also show up in relevant searches. Assume that all you sell is ice cream cones—not gelato. Using the appropriate keywords can help you stay out of searches about gelato. Then you may concentrate on those who are in the mood for a cool ice cream cone!
• A non-relevant advertisement is the last thing anyone wants to see. Strategic keyword use helps prevent annoying potential customers.

Selecting the right keywords for your advertising campaign can be challenging, but it’s similar to creating the ideal dish.  By attracting clients with the proper keywords, you may save time and money.  Consider it a win-win situation for both you and your intended audience!

How Do I Pick the Ideal Keywords for Google Ads?

We’ll go over tried-and-true keyword techniques in this article that you may apply immediately. Now let’s start the celebration.

#1. Account Structure: Purchase Intent: High vs. Low

Choosing the appropriate keywords and organizing your account are two of the most crucial steps in any paid search strategy. Your advertising, landing pages, and keywords will all support your business objectives if they are properly structured.

It can seem like a never-ending search for a needle in a haystack when determining the best Google Ads strategy and creating the ideal Google Ads account structure. There are several ways to access them, depending on your goals, financial constraints, location, size of business, and industry. Now, let’s discuss some possible campaign structure options based on your unique circumstances.

Which keywords—high purchasing intent, low competition, high search volume, or low intent—should you focus on? First, we will look at two distinct instances that both make use of high-intended keywords:

A Scenario: There is just one term with a search volume of 100 in this ad group. There is a $2 cost per click (CPC) in place.

B Scenario: Ten keywords are included in this ad group, each of which possesses a 1000-word search volume. One click costs $1 per CPC.

#2. It’s Critical to Know How Keyword Search Volume and Keyword Buying Intent Relate:

Remember that the term “keyword search volume” describes how many times a specific keyword was looked for in a given month.

This is why it is so crucial to take it into account. For a keyword to be valuable to target and pay for, it must receive a lot of searches. If not, it can mean that there aren’t enough people interested in that particular term or keyword, which would explain the low traffic to the offer.

On the other hand, scenario B above shows one potential fix for the low traffic. Rather than placing pricey bids on high-search-volume phrases, you might target several low-volume keywords. Since the intent of such terms can be broad and difficult to fit in the buying intent category, this strategy broadens your audience and increases website traffic. However, the ROI is dependent on the conversion rate and ROAS. Since different search terms have varied intents, you cannot show the same advertisement to users of different search terms. Instead, your ad should be customized based on the search term to receive a high-quality score and overall account score, which lowers your cost per click and increases conversion rates.

In the awareness stage of your Google AdWords marketing funnel, bidding on several low-volume keywords to display your advertisements to a sufficient number of people may be more beneficial for growing your brand or generating top-of-the-funnel traffic. Higher down the sales funnel and nearer to conversion, high-intent Google AdWords keywords are usually less common than low-intent ones.

You’re likely asking how to select the ideal keywords for Google Ads. Although both of the situations above are true, when seen in a larger context, they are equally plausible.

Whereas Scenario B features low-intent, high-search volume keywords, Scenario A has one high-buying intent term. Given that the two situations are identical,

One high-intent keyword (one hundred high-volume keywords) equals ten low-volume keywords (one thousand search volumes).

For instance, more individuals are probably searching for “types of roofing materials” than for “buy a new roof now” at any given time. The high-intent “buy” keyword will probably yield greater conversion rates, but bidding on it will be much more expensive, and the volume of your searches will be much lower.

#3. Selection Criteria for the Correct Keyword Search Volume

Both account formats covered above can help your Google Ads campaigns, as you may have seen. However, how can you determine which is best for your business?

#4. When choosing keywords based on search volumes and intent types, take into account the following important factors:

Does your niche have a high search volume?

Not all Google AdWords keywords are appropriate for every industry, and certain keyword quantities work better for various offers and phases of the buying process. For instance, a basic product like eye surgery is likely to receive more conversions than a highly specialized service like laser eye surgery.

How is the competition for keywords doing?

With so many free and paid keyword research tools available, there’s no reason not to have at least a passing familiarity with keyword competitiveness. Higher-intent keywords are far more competitive and costly than low-intent keywords, but they have the potential to generate more conversions than traffic to your landing page. The secret to a successful Google AdWords program is determining the appropriate keywords based on your marketing goal.

What is the keyword’s purchase intent level?

You need to reflect on your goals for the advertising campaign. Low-intent, high-search volume keywords, such as instructional, how-to guides, examples, etc., are ideal if all you want to do is “get your name in front of people” through a broad awareness campaign. But if a major part of your campaign is “direct response,” you don’t want to waste money on keywords like how, what, why, free, guide, sample, etc. that target people who are too early in the purchasing cycle.

When Is It Okay to Disregard the Volume of Keyword Searches?

A significant consideration when choosing keywords for Google ads is search volume. It is not, however, the only thing to take into account when choosing keywords. You might need to think about other advertising components to target the most effective keywords.

When researching keywords for Google Ads, you may wish to give keyword search volume more weight than other considerations in the following two scenarios:

1. There is a high level of purchase intent in the keyword

Bidding on keywords with high buying intent, even with a low search volume, is a smart choice because, although fewer people may be searching for these phrases, those who use them are more likely to convert. Keeping this in mind can help you select Google AdWords keywords more effectively, and your advertising investment will yield a higher return on investment.

2. You See Something That’s “Under the Radar”

They can discern the demands and insights of your audience, even if you have spent months or years refining your target group. Consequently, you might generate novel terms that your rivals aren’t even cognizant of, providing you with a definite edge and a head start.

Choosing Keywords for Google Ads: Reexamining Scenarios A and B

Assume that in Scenario A, our exact match keyword is “best blue jeans online.” Ten additional phrase match or exact match keywords, such as “blue jeans,” “blue jeans online,” “blue jeans price,” “blue jeans stores,” etc., are also used in Scenario B.

To improve its ranking and maximize conversions, we have set a $2 CPC for the Scenario A keyword. This will increase its visibility whenever someone searches for this particular phrase. In contrast, the CPC in Scenario B is set at $1 or less. We can therefore get a lot more traffic than the possibilities in scenario A for getting more traffic from the keywords. And as everyone knows, when choosing keywords for Google Ads, one should not ignore the overall return on investment.

Though they are few, the many keywords offer a wide audience. By choosing the appropriate keywords for a Google Ads campaign, you may increase the likelihood that your audience will convert by using various keywords.

While Google recommends using 10–20 keywords in an ad group, we advocate using 3–4 keywords, or SKAG (single keyword ad group). According to Google, this is the best strategy because these keywords create a pool of search terms that prospective buyers might use to look for goods or services for which your advertisement might appear.

What happens if you pick some keywords and focus all of your efforts on one keyword ad group that keeps getting bigger? It is possible to have hundreds of thousands of low-search-volume keywords, but every time one of those phrases comes up, it gets harder to make a new ad group. It will be necessary to do a massive quantity of management and reporting. Even with millions of keywords coming in every day, you won’t be able to manage such ad groups if you have hundreds of campaigns. You’ll need an intelligent tool for this, one that can recommend wise actions to be taken on a daily or weekly basis after selecting a sample of keywords from hundreds of thousands.

What Impact Do Keywords Have on Rates of Conversion?

It’s important to realize that while less search volume can result in less competition, it can also increase conversions. Higher purchase intents, however, will more accurately influence conversions. Numerous things influence your conversion rate.

The effectiveness of your campaign will be greatly influenced by your landing page. Based on the offer, copy, pictures, videos, and other components, people will convert. But getting people to visit your website in the first place is the first step. Additionally, the conversion rate will vary based on the terms they utilize.

To determine your conversion rate, apply the following formula:

(Total Visitors/Number of Conversions) * 100% is the conversion rate.

There will almost always be more visitors in scenario B than in scenario A because total visits are crucial for conversions. We must boost the number of visits and clicks in order to achieve the desired conversion rate, which is based on the cost and volume of term searches.

More down the funnel of your process, users will follow specific keywords. Because of this, you have to choose your advertisement group’s terms very carefully. Deliver it to them after making sure your users know what they are getting.