Google Ads 2021: A Complete Guide by Koray Odabasi

Author:Koray Odabasi [Odabasi, Koray]
Language: eng
Format: azw3, epub
Published: 2020-09-30T00:00:00+00:00

You may add new keywords to broaden your search.

You can also refine the keywords by selecting certain groups.

You can clearly see the popularity and search volume of the target keywords, understand the competition, and see top of the page bid levels.

2. Get search volume and forecasts

You set the location, language and the search network, and this tool provides estimated figures for clicks, impressions, cost, click through rate, average cost per click, and average position, based on your target keywords.

Google says that forecasts are updated daily with data from the last 7-10 days.

MOZ Keyword Explorer

MOZ requires Pro membership for most of its tools.

Free members can analyze 10 search queries using Keyword Explorer as a free tool. [30]

Keyword Explorer provides monthly volume, difficulty, and organic CTR metrics.

It also provides a priority score for the keyword, reflecting higher volume and lower difficulty.

The tool provides keyword suggestions based on your target keyword and provides monthly search volumes of these relevant keywords.

Ubersuggest

This is a useful tool providing the search volumes of keywords.

In addition to the target keyword, this tool provides relevant long tail versions of that keyword as keyword ideas.

The free version reports limited number of these extra keywords, but you can perform new searches and see their search volumes. [31]

The tool assigns a paid difficulty score based on the estimated competition in paid search, and an average cost per click (CPC) level.

Keyword Revealer

This website provides monthly search volume of the target keyword and related keywords. [32]

It provides monthly trends for one year, presents an estimation for the cost per click (CPC) level, and displays a difficulty score.

The free version is limited to three keywords per day.

Which Keywords Should You Use?

It is important to determine the right keywords as they will directly affect your success.

You may organize your keywords based on the following topics:

1. Target Keywords (Topic)

As conversion perspective is important in Google Ads, target keywords should be result-oriented.

The names of your products or product categories (or services and service categories) serve this purpose.

Let's take an ecommerce store selling watches as an example.

In this site, you may consider using the following keywords and direct people to the category pages they are interested in:

* XYZ Watches (by brand)

* Digital Watches (by type)

* Men’s Watches (by audience)

* Titanium Watches (by material)

* Waterproof Watches (by activity / function)

You may also use some additional relevant keywords such as cheap or affordable and direct the people to the category page sorted by the lowest price.

A common mistake is to target a large number of generic keywords in a small number of campaigns.

In this situation, a few keywords will create conversion and other keywords will consume your budget inefficiently.

The people who visit your site with wrong keywords will not generate conversion.

Let's say you are targeting a generic keyword such as “dress” and directing everyone to a page where they see different types of dresses.

When you display all types of dresses in a single category, you cannot match relevant products with the visitors. This will guarantee low conversion.

Instead of this, you should

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