Most often, advertising in Google Ads is targeted on keywords: the user types some search query → the system checks the lists of keywords into advertisers’ accounts → if there is a match, the ad goes to the auction and (with a competitive bid and other fitting conditions) is displayed to the user.
A keyword and search term (search query) are not the same. Keywords for PPC advertising are words and / or their combination added to a campaign to determine when to display ads. Search queries in PPC are words and phrases that the user enters when searching for goods, services or information.
For example, Julie sells cosmetics, including scrubs. Her campaign contains the keyword “coffee face scrubs”. If a user decides to search for “coffee face scrubs” on Google, (s)he will probably see Julie’s suggestion in the search results:
And here it is!
Keywords for Google Ads advertising can have different frequency, possible volume of impressions (reach of the audience in Google), and level of competition. Let’s figure it out in more detail.
Frequency of keywords for PPC advertising
There are high, medium and low frequency keywords. However, there is no strict framework or indicators that define the group — it depends on the topic. In popular niches (cosmetics, toys, clothes) 10,000 queries per month can be seen as low-frequency keywords. And for unpopular or just gaining popularity topics even 1000 queries – already a high frequency.
The keyword “Hotels Kiev” has 6,600 impressions per month, while the “Kiev hotels in the center” – only 40
Keyword competitiveness for PPC advertising
If you want to promote an online cosmetics store using Google advertising, it is important to remember that there are many stores with such an assortment – at least you will have to compete with Julia. The competition is high, and most of the relevant keywords will be high-frequency ones.
It is important to use a competitive bid to participate in the auction and display your ads. So, with a low bid, ads will lose in Google auctions (the system is based on the reverse Vickrey auction, a type of sealed-bid auction). That is, it will be difficult to compete with other companies with a low bid.
The higher the competitiveness of the keyword, the more expensive it is to display ads for it.
Reach audience with keywords in PPC advertising
More keywords → more traffic → higher costs for running an advertising campaign in Google Ads. To control your ads, it’s important to choose the right keywords, set the right bids, and decide on a budget. And then analyze the profit, trends… And only then expand the campaigns and include additional keywords for greater audience reach.
Keyword match types
The reach of the target audience in Google Ads, the number of conversions from ads, and effective budget allocation really depends on what keywords you will choose — so be carefull with it! To make keywords work better, there are match types on Google.
Match ad types are the parameters that control governing which searches trigger ads to appear.
With them, you can limit and expand search queries that can trigger appearance:
To get the most relevant traffic (and the likelihood of conversion), use phrase match and broad match modifier for Google Ads. Also, do not forget to work out negative keywords: they will help eliminate irrelevant clicks on your ad, which will reduce costs and increase conversions.
How to choose keywords for advertising
You can collect keywords for the context manually from Google Planner or using specialized tools for PPC specialists like Komondor PPC Software, which shows a lot of important data just for PPC.
FindKeywords tool for advertisement
FindKeywords tool in Komondor is designed primarily for those who work with online advertising on a daily basis, constantly collecting keywords and using the Google Ads Editor. PPC freelancers, PPC specialists in agencies, in-house teams. But sometimes it will also be useful for digital marketers, who set the campaigns in Google themselves.
FindKeywords tool can help you save up to 50% of your time spent on collecting and structuring keywords.
Collecting keywords: instructions for working with the FindKeywords tool
1. Sign up with Komondor PPC Software.
2. Log into your account and create a new project:
3. In the project, create a report:
4. Using “Enter” write a couple of basic keywords / phrases you want to use:
5. Enter negative keywords or phrases. This step is optional, though it will help you collect keywords for advertising as accurately as possible:
6. You can refine your search by region and language:
7. Click on quick search to get the data for the keywords you entered. Or click on full search to get data on the specified keys + additional keys associated with them.
8. Look at the pool of words. You can add irrelevant ones to negative keywords list (LeftClick for a word, Alt + LeftClick for a phrase):
9. Update the list:
10. If necessary, add new words and continue your research:
11. Select the desired match type and download the file.
The file is ready to be uploaded to the Adwords Editor. And you saved at least 20% of your time!