How to create the best converting long-tail keywords for your Google Ads
As Google Ads bids become increasingly expensive, Google advertisers are trying to find tricks to advertise at a lower price. As short-tail keywords are highly competitive and are getting more and more expensive over time, advertisers are searching for long-tail keywords. Long-term keywords are less competitive and therefore, cheaper.
But it’s not only about money, long-tail keywords are usually used by visitors when they are closer to purchasing a product. For example, if you sell summer clothing, bidding for the keyword “clothes” will be very expensive as there will be a lot of competition. If you are a small business, you won’t have the same budget as large companies. As a small company that sells summer clothing, you’ll want to find more specific and cheaper keywords like “slim fit short sleeve”.
A smart implementation of a keyword research strategy leads to a lower traffic acquisition that has a higher quality, which means a higher conversion rate and, therefore, a higher ROI. You will attract the audience that is searching for the exact same products you are selling at a low cost per click.
There are several ways of finding long-tail keywords that fit your brand, products and services:
1/ Discover long-term keywords by directly searching for terms related to your business on google.com
Using Google’s search box is the easiest way to find long-tail keywords, but not many people do it. It will show you some suggestions of searches starting with the word or words you used. These suggestions correspond with what people search for online. They are not necessarily the most searched keywords, but you should target them, as they will be definitely high quality keywords.
2/ Use a Keyword Planner tool for discovering new long-term keywords with traffic.
There are many keyword planners online, some of them are for free like Clever Ads Keyword Planner. This free keyword planner not only will it give you ideas for long-tail keywords, but also their number of monthly searches, trends, competition, and bidding estimations. This information is very useful when it comes to making decisions on which keywords are best for you, taking your budget, products and objectives into account.
A useful trick that you can perform on Clever Ads Keyword Research Tool is entering your competitors’ URL and checking the terms that appear as relevant for them. You can find good ideas here that you might not have thought about.
If you already have a Google Ads account, you can directly use the Google Ads keyword tool. It might seem complicated at first, but it’s actually very easy and resourceful feature to use if you only need long-tail keywords results based on Google data. Let’s take a use to how to use it:
Once you are on your Google Ads account, go to Tools < Keyword Planner and click on Find New Keywords. Then, you can suggest some keywords related to your business and the kind of long-tail keywords you want to find. If you don’t have any keywords you want to choose from, you can also insert your URL and Google will suggest keywords based on the content of your site.
I recommend you make the search more sophisticated by excluding the terms you don’t want in your long-tail keywords. And that’s it! Google will suggest plenty of long-tail keywords you can select that could be relevant to your business.
3/ Check which long-term keywords people are already using to find your site.
You can do this directly from your query report on your Google Ads account. Here, you’ll probably find keywords you have already targeted, but you can always make important discoveries by checking it once in a while.
Where can you find your query report? Just enter the keywords section of one of your campaigns or ad groups and go to Search Terms. You will be given the option to add and exclude keywords directly from there. Excluding the keywords you don’t want to appear will result in saving money that is essential for you to spend on keywords that are actually relevant to your products.
With the extra information it provides you (interactions, cost per conversion, conversion rates, etc.) you can make very informed decisions that will help you optimize your Google Ads campaigns correctly.
4/ Your organic traffic can also tell you which long-term keywords might be worth bidding for.
SEO and SEM strategies are quite different, but you can use them in collaboration to get the best traffic to your store. Checking the organic terms you rank for and the terms people use to get to your site can be useful when it comes to thinking of new keywords for your ads. You can make a list of them and create variations, add them to the Google Ads Keyword Tool to generate more ideas, etc. Once you have the final list, include them in your Google Ads campaigns.
You can find this information in your Google Analytics interface, just enter your Google Analytics account, go to the Acquisition section, then click on Keywords < Organic, and a list of the organic keywords you are ranking for will appear.
Keywords are one of the most important, if not the most important parts of any Google Ads campaign. Your keywords are the key your clients use to enter your online store. By researching long-tail keywords, you will improve and optimize your account and “generate more keys” that more customers can use to access and enter your site.