Keyword research is the first important step when doing search engine marketing (SEM). It takes 60% of your AdWords campaign’s performance. This article is about how to do keyword research for Google AdWords. If you’re an AdWords beginner, then this article is good to start with.
There are many ways/tools to do a keyword research, include:
- Your Website and Competitors’ website. It’s a good start to check your website again and list down keyword ideas based on menu, product category, product tag etc…
- Google Search Suggestion. This can be found when you type a search query on Google search box and a drop down of suggested queries appear.
- Google Related Searches. You can find this at the bottom of google search engine or “people also ask” section on the top of Google Search Result.
- Google Keyword Planner. I’m going to show you how to conduct a keyword research with the most free-powerful tool such as Google keyword planner.
- Last but not least, asking your family, friends and your neighbors. Though it is quite complicated and annoyed but I believe this is the best way to generate keywords based on users enperience.
First, create an excel file and divide into 2 columns, Keywords and Negative Keywords.
Start with your website
Your website is the first thing that I suggest you to check over and over, identify the keywords and save them into the excel in the keywords column. Most of the time, your product/service, menu or category are your keyword ideas.
This is just a basic step, you should check your website over and over. Ask yourself what your products/services are? your services/products name? Later that you might get a list of keyword ideas for your research.
How to do keyword research with Google Search Suggestion?
Now, type the keywords you got from previous step into Google Search Box, a list of keywords will be suggested.
Copy all those keywords into your excel file, put them in the right columns. For instance, my customer does not provide airport service, but in the suggested keyword list we can see keyword with airport. Therefore, we will exclude those who search for airport limo service by adding the word “airport” into the second column as a negative keyword. Doing this means your ads will not be displayed if someone searching for keywords contain the word “airport”.
Now do the same for other keywords, you can even try the keywords you just copied from Google Search Suggestion to generate other new ones.
How to do keyword research with Google Related Search?
when you search for a keyword, scroll down to the bottom of Google search result, you will see something like this:
again, save them into your excel file and remember to add negative keyword if your company doesn’t provide that product/service or if you believe that keyword is not related to your business.
How to do keyword research with Google Keyword Planner?
In addition to Google Keyword Planner, there still be another tool which has been recommended by many SEO and digital marking experts, SEM Rush. However, the SEM rush is not a free tool, therefore i’m not going to mention it in this article, but may be in another one.
First, loggin to your AdWords account, and follow the instruction below:
Enter your keywords into the box, or you can even paste your website url into the box then Google will automaticlly generate keyword ideas.
Notice: you can even type multiple of keywords into the box.
- keyword (by relevance): these keywords have been generated from your keywords
- Avg monthly searches: this column displays the number of monthly searches
- Competiton. This column shows the level of keyword competition: low, medium, high. The high competition means a lots of advertisers use this keyword and more effective.
- Top of page bid (low range): minimum bid to display ads at the bottom of first page
- Top page of bid (high range): minimum bid to display ads on the top of first page.
IN fact, the real bid might be lower or higher depend on many factors such as number of advertisers, date, time, account history, quality score etc…For instance, on busy days the number of advertisers increases then the bid might be higher and in converse.
Now choose the keywords you want and check the square on the left of the keywords, click “add to plan”
Next, you can view your plan forecast:
Now you can view the estimate of your plan. You will get the number of clicks, impressions, cost, CTR and avg cpc with the price of bid. Here is $3. You can click on the bid price and change the bid you want to see how many traffic is estimated.
Or you can download your keyword plan and copy into the excel file we created on the first step.
Now you have a list of keywords in your excel file, your next step is to organize the keywords into many small groups before setting up your campaign. You can organize the keywords for same category or same product/service)
These are just some basic ways to do a keyword research, it might be confused at first. But if you do it over and over, soon this will be an easy step. Also, as I mentioned above, don’t forget to ask your family, friends, or neighbors what keywords they’re searching for your services/products. I’m sure you will find those keywords you have never thought of.
Any question, please don’t hesitate to leave your comment below!