When running advertising campaigns, especially on platforms like Google Ads or Meta Ads, proper keyword research is key to reaching the right audience and getting maximum results. So, how do you do effective keyword research? Come on, let’s discuss the steps!
1. Start by Understanding the Business and Audience
Before getting into advanced tools, the most important first step is to understand your business and who your audience is truly. Ask yourself:
• Who are my target customers?
• What problem do they want to solve?
• How can my product or service help them?
You can more easily find relevant keywords by understanding their needs and goals.
2. Use the Keyword Planner Tool
Once you have an idea of your audience, it’s time to use tools. One of the most common tools is Google Keyword Planner. This tool can help you see search volume, level of competition, and estimated cost per click (CPC) for the keywords you want to use.
The steps are simple:
• Enter some keywords related to your business.
• Look at the keyword suggestions provided.
• Check the search volume and level of competition. Choose keywords with a fairly high search volume but not too tight competition.
3. Pay attention to long-tail keywords
Long-tail keywords are keywords that are more specific and usually consist of several words. Even though the search volume is lower, these keywords are more targeted because they usually indicate clearer user intent.
For example, instead of just using the keyword “dentist”, you could try “dentist who specializes in cavities in Singapore”. These kinds of keywords are more specific and tend to attract people who are looking for the services you offer.
4. Look at Competitors
See what your competitors are doing. You can do a Google search with relevant keywords and see the ads that appear on the first page. Pay attention to what keywords they use in their ad titles and descriptions.
You can also use tools like SEMrush or Ahrefs to see the keywords your competitors are using and their rankings in search engines. This can provide new ideas or keyword opportunities that you haven’t yet taken advantage of.
5. Use Google Suggest and “People Also Ask”
The Google Suggest feature (automatic search suggestions when you type in the Google search field) is a source of keywords that should not be missed. For example, when you type “dental care,” Google will automatically provide several other relevant search suggestions. These are keywords that are frequently used by users, so don’t hesitate to take advantage of the ideas from here.
In addition, the “People Also Ask” section on the search results page can provide additional keywords that people often search for.
6. Analyze and Filter
After collecting a list of potential keywords, don’t use them all right away. You need to filter keywords based on relevance, search volume, and level of competition. Prioritize keywords that:
• Relevant to your product or service.
• Have a stable search volume.
• The competition is not too high so you can still compete within your existing budget.
7. Test and Optimize
Effective keyword research doesn’t stop once the campaign starts. You need to continue to monitor the performance of the selected keywords. Some keywords may not produce the expected results, while others may perform better than expected.
Always carry out trials (A/B testing) with various keyword variations. Improve keywords that are not performing well or find new keywords based on data from ongoing campaigns.
8. Consider User Intent
It is important to understand the intention behind the search (user intent). There are 4 types of user intent that you can utilize in keyword research:
• Informational intent: Users are looking for information (e.g., “how to care for their teeth”).
• Navigation intent: The user wants to find a specific site (for example, “nearest dentist”).
• Transactional intent: The user is ready to purchase or take action (e.g., “cheap dentist in Singapore”).
• Commercial intent: Users compare products or services before purchasing (e.g., “best dentist reviews”).
By understanding user intent, you can choose keywords that better suit the customer journey stage in the marketing funnel.
Carrying out effective keyword research does not always require expensive or complicated tools. By understanding your audience, using the right tools, and optimizing keywords based on data, you can improve your ad performance and achieve better results.
Read More : A Guide to Optimize Each Stage of Marketing Funnels