Google’s most profitable and revenue generating channel is Google AdWords. This also indicates that companies are spending most on Google AdWords’ compared to other online marketing channels. Google AdWords seems pretty simple for a person who just understands how it works. But, a lot of thought goes into every keyword that has been bid by company. Not just selecting a keyword and paying money for it. Lot of other activities such as designing landing pages, performing A/B testing , selecting relevant images will be unavoidable and also time taking steps. With so much effort going into this process, bidding for relevant keywords at right time for right amount is top priority. There are many tools such as SEMrush, MOZ , Google AdWords planner etc., that help you to get insights into how a company is performing, how people are searching to land on a specific page etc.,
No tool is ever as valuable as analyst. Even though all these tools are available, one needs to understand the data to make meaningful and impactful decisions. Here, I suggest few methods which can help you to make your keyword bidding strategy better.
#1 Free lunch vs no free lunch: Keyword comparison
Visitors coming through Search Engine Results Page have two ways to land on your websites: through organic results and paid results. If you are really serious about the money you want to spend on Paid search, you should definitely consider keyword comparison. By keyword comparison I mean, comparing organic keywords and paid keywords. A company might have a list of keywords it bid on for which it appears on top of paid results. This list usually would be prepared after a lot of research and using several different tools. On the other hand, tools such as SEMrush, Moz etc., can provide you with list of keywords which are used by your visitors to search and for you to appear on Search Engine Results Page organically. Comparing and performing some analysis on both the list can give you some useful information.
When you remove the paid Search Keywords list from organic search keywords list, you get a list of keywords that people are using as search terms and your website appearing on SERP. If you appear on the first page of SERP but not on top three results, it will be most fruitful for one to put an extra effort to appear on the top three organic results. But, to move up in the SERP organically is not that easy. This process is effective but one has to wait decent amount of time to get the results. To solve this problem, one can use those key words and bid on them if there is decent number of search volume. This way your company can move up on the SERPS (though it is Paid Search Result) and can capture new visitors who are not reaching out to website through Organic Search Results.
# 2 Keep your enemies closer: Comparison with Competitor’s keywords
You might have heard about “Keep your friends close and your enemies closer”. This is true even in Search Engine wars. The tools I mentioned above will also provide you details of how well your competitors are doing on web, what keywords they are bidding for, for what keywords they are on top of organic/paid search results. This data is very valuable if we can extract information from it. Few important questions you can answer using this data are:
- Who is performing better on Paid Search/Organic Search/Product Listing Ads?
- Should you invest time in making your SEO strategies better or should you spend some money the Paid Search?
- What are the keywords which are worth investing some money in Paid Search to get on top on Google Ads, if not Organic results?
The conclusions you can draw from basic analysis of this data is limitless and can be useful in understanding your competitors better.
#3 Road less travelled: Identifying keywords with less competition.
It is a good idea to stay on top of SERP for a most popular keyword but it is also not a very bad idea to stay top for few hundred not-so-popular keywords. Cumulatively, these not-so-popular keywords can give us good number of traffic. As they are not so competitive, they are usually less expensive. So, depending upon the company’s budget, it might be worth investing in these keywords.
These are the few strategies that I have used previously while I was working for an eCommerce company to make the keyword research better and effective. SEMrush was the tool used to perform this analysis but there are many other tool.