How to Identify the Most Profitable Google AdWords Keywords
You probably already know that identifying profitable keywords is one of the most important steps in creating a successful Google AdWords campaign. When you actually start trying to think of keywords, though, you might feel overwhelmed.
For example, you might sell Android phones. How many different two- or three-word phrases can you think of to describe your phones? Should you focus on different brands, specific models, or features? Does the word “Android” need to appear in every keyword phrase?
To answer these questions about your specific product or service, you need to understand what shoppers are searching for. Here are five ways to identify the most profitable Google AdWords keywords.
1. Think Like a Buyer
Online shoppers can be loosely divided into three groups, or three separate points in the shopping cycle.
Browsers are looking for general information. They are just setting out on their buying journey, or might even be doing research for a non-purchasing reason such as a school paper. It is nearly impossible to figure out their motivations for a particular search. You can identify browsers by their very general one- or two-word searches, such as “Android phones.”
Shoppers are interested in making a purchase at some point, but not yet. They are researching different products, comparing features and prices, and reading reviews. They tend to make their searches a little more specific, such as “Samsung Galaxy phones,” often with a word such as “features” or “reviews” appended.
Buyers are ready to make an imminent purchase. They have committed to a particular product or service, but they want to get the best deal. Their searches tend to be highly specific, such as “Samsung Galaxy S6 price” or “buy Samsung Galaxy S6.” When they find the item they want at the right price, they will complete the transaction.
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.