In recent times, Google and Microsoft have introduced numerous sophisticated tools designed to enhance business visibility to potential customers. However, my experience suggests that Search remains unmatched in its effectiveness. Users engaging in search demonstrate a higher purchase intent as they actively seek solutions rather than passively browsing content, unlike users targeted by other campaign types.

However, there’s a caveat: executing paid search campaigns effectively can be challenging. Search campaigns are arguably the most intricate among PPC campaign types, offering extensive control over brand visibility and presentation. However, as with any potent tool, this control demands responsibility. Sadly, I frequently encounter accounts where Search campaigns are neglected. A primary challenge lies in the very essence of Search campaigns: keywords. This article delves into fundamental keyword best practices and examines common pitfalls observed in accounts. While a universal approach doesn’t exist, and finding the right balance is key, this post aims to equip you with insights to approach keywords strategically and set your Search campaigns up for success.

Challenge #1: Determining the Ideal Keyword Count

Determining the appropriate number of keywords for your account can seem daunting yet straightforward. The answer: include as many as necessary. The crucial question is: how do you identify the essential ones? Begin with comprehensive keyword research. This involves compiling a keyword list using various tools and strategies, such as:

• Intuition and common sense
• nexus-security’s Free Keyword Tool
• Google Ads Keyword Planner
• Microsoft Keyword Planner
• Analyzing competitor keywords

Let’s imagine promoting women’s running shoes. Through keyword research, I identify terms like:

• running shoes
• womens running shoes
• running shoes women
• nike running shoes for women
• womens nike running shoes
• best running shoes for women
• ladies running shoes nike
• does nike make womens running shoes

With your list ready, it’s time to analyze and select the most suitable keywords for your account structure.

Challenge #2: Navigating Variants, Variability, and Redundancy

Examining the keyword list reveals a pattern: many keywords share similarities, differing slightly in word choice or arrangement. “Womens running shoes” and “running shoes womens” are identical except for word order. Similarly, “womens nike running shoes” and “nike running shoes for women” convey the same meaning despite “for” being included. Previously, including both variations in a keyword list and campaign wouldn’t have raised eyebrows. However, with Google’s recommendations expanding across account management, redundant keywords are often flagged.

You might encounter a suggestion in your account proposing the replacement of one keyword with another, flagging redundancy. The problem is that this suggestion disregards actual performance. Counterintuitively, some keywords deemed redundant by Google exhibit distinct performance levels.

In this instance, Google recommends removing the keyword driving the majority of volume and conversions. While the alternative exhibits a lower Cost/Conv, Keyword 2 effectively meets account-level goals. If they are essentially the same, why does Keyword one miss out on impression share? Why isn’t it being displayed as frequently as Keyword two? Furthermore, my experience suggests that deactivating Keyword two in favor of Keyword one might decrease overall volume, as Keyword one typically doesn’t capture all the impression share Keyword two relinquishes when paused. This scenario is suboptimal for the account.

Suggestion

Although contrary to prevailing campaign structure advice, I generally recommend including each “redundant” variant in a new campaign build under one condition: both possess estimated search volume in the Google Keyword Planner.

If both keywords in the example have volume, I would incorporate both, observe their performance, and only pause one if it fails to achieve its objectives. If both lack estimated volume or one exhibits significantly lower traffic compared to the other, I would consider omitting it from a new build.

Challenge #3: Balancing Head Terms and Long Tail Variants

In paid search advertising, keyword specificity inversely correlates with costs and volume. Keywords comprising four or more words are typically considered “long tail” terms, while those with three or fewer are “head terms.”

Analyzing the keyword list reveals a spectrum of potential keywords, some more relevant than others. While “running shoes” might technically relate to our hypothetical business, it lacks the desired specificity. Our focus is “womens running shoes,” rendering this head term excessively broad. If unsure about a head term’s breadth, a quick search often provides clarity.

The results for “running shoes” encompass a broad range, unsuitable for targeting solely women’s shoes. This term warrants exclusion from our list. Conversely, one might question the use of “best running shoes for women” versus “running shoes womens.” Despite appearing similar, their performance can differ significantly. Let’s examine these variants using the Google Ads Keyword Planner:

While seemingly alike, adding “best” and “for” extends the keyword length, effectively creating a long tail term. Both exhibit substantial estimated volume, but the costs differ notably. The five-word long tail variant is consistently cheaper than the three-word head term, ranging from 15% to 56% lower, regardless of whether we consider the higher or lower end of the estimated cost range. Including both keywords allows capitalizing on the head term’s higher volume while benefiting from cost savings on specific queries captured by the long tail keyword. Keywords perceived as similar or redundant might not be in practice, especially regarding performance.

Suggestion

Start by incorporating long tail variants with estimated volume into your account. While this might trigger “redundant keyword” alerts from Google, prioritize performance data. We’ll explore how to monitor these keywords and make informed decisions about their retention or modification.

Challenge #4: Avoiding Match Type Myopia

Search campaign match types have undergone numerous transformations. In the past, Exact was precise, Phrase matched phrases exclusively, and Broad was significantly narrower than its current form. However, due to various factors, including lack of knowledge or pressure from Google, many accounts rely solely on Broad match keywords.

The issue is that match types function differently, impacting Search campaign success. Broad match, in its expansive nature, can target numerous irrelevant search terms, harming campaign relevance.

Suggestion

Instead of starting with Broad match keywords, prioritize Phrase and Exact match terms initially. While more restrictive, Phrase match can still deliver scale. After achieving consistent success with these match types for a few months, consider expanding into Broad match. However, other recommendations and best practices for implementation, covered in this post, should be prioritized beforehand.

Challenge #5: Maintaining Keyword Relevance

The final challenge, and my personal favorite, is the “set it and forget it” approach. Some advertisers, whether due to diligence during campaign setup or not, neglect ongoing keyword maintenance. Their campaigns remain stagnant, mirroring their state from years ago. While this might suffice if performance remains strong, it’s rarely the case. Accounts untouched for over a year often struggle to maintain initial performance levels.

Countless ongoing maintenance tasks are crucial for preserving keyword health and relevance. In fact, a follow-up post dedicated to these ongoing optimizations is in the works. For those who haven’t revisited their keywords lately, here’s a quick checklist:

• Assess the continued relevance of all keywords.
• Identify and incorporate newer, more effective keyword variations.
• Analyze top and bottom-performing keywords, exploring optimization opportunities.

Suggestion

Stay tuned for part two, which delves into regular keyword maintenance tasks essential for a thriving account and keyword strategy.

Prioritizing Keyword Health

Maintaining keyword health is paramount for Search campaign success. Adhering to these best practices and following the forthcoming ongoing maintenance guide will ensure your keyword strategy contributes positively to your goals. Need assistance with your keyword strategy and PPC campaigns? Explore our digital marketing solutions.