Keyword research is an important strategy for identifying what words you should be targeting for your ad campaign. There are certain keywords that will have higher or lower biddings, or words that are popularly searched that you can make profit off of. You do not want to just throw words together without conducting some sort of research to make sure you are not throwing money at the wrong words. We will talk about best practices and a very helpful tool I have used in my own keyword research.
The most important part of keyword research is identifying what are words that are not too vague that can lead to the type of consumers that want to buy your product. For example, if I were creating a campaign for Tesla, I would look into words like ‘best hybrid cars’, ‘eco friendly suv’, etc. I would not want to use words like ‘best tires’, or ‘cheap cars’ as it will most likely not draw the types of customers Tesla wants. People looking for the best tires are most likely not in the market to purchase a new car, more likely looking for an accessory such as tires, so Tesla should not use this. People searching for cheap cars are also not in the market to purchase a Tesla. These cars are more on the expensive side, so it would be misleading and inaccurate to try and draw the demographic not trying to spend the amount of money a Tesla is.
The most helpful tool I have come across for conducting keyword research is Google Ads. There, you can search for certain keywords or phrases and see what the highest bids are, lowest bids, and how popular the words or phrases on a search engine. This would be a great tool for anyone looking to conduct keyword research as it is very user friendly. You can even use filters to take out specific brands/makes/types. For example, if I am trying to look at popular car keywords and I am looking for a company such as Ford, I would want to filter out Chevy, Tesla, etc. as it would not be relevant for Ford to pop up under “Chevy trucks”, as they are clearly looking for a Chevy specific truck, not a Ford. Instead look for the words such as “best trucks 2024”, “best mpg truck”, as this may draw clientele that may actually be interested in purchasing a Ford brand specific truck.
It is important to make sure that you are vetting out certain words or phrases that you want to use for your brand or company to make sure you are bringing in your target clientele. Using Google Ads as mentioned above can be a great way to find words and vet out information regarding those phrases. If you are unsure of what words or phrases to search, maybe try utilizing an AI tool such as Chat GPT to try and come up with different phrases to use. Using AI can be a great addition to your research.
