Choosing the right keywords for your Google Ads campaign can be the difference between success and wasted ad spend. While it may seem straightforward, many small business owners struggle with keyword selection because they approach it with the mindset of someone entrenched in their industry. To build an effective Google Ads campaign, you need to think like your customers—not like an expert in your field.
Step 1: Understand Your Audience’s Language
One of the best practices when selecting keywords is to start by writing down the exact words or phrases your customers use when they contact you. What terms do they mention on the phone? What phrases do they use in their emails or when they visit your business?
This exercise is essential because the language your customers use is often different from the jargon or technical terms you're accustomed to within your industry. These "customer phrases" will often reflect their thought process and how they search online. For example, if you’re a web design agency, your clients might not use terms like "responsive design" or "UI/UX," but they might say, "make my website look good on phones" or "I need a modern website that’s easy to use."
Step 2: Step Outside Your Industry Mindset
This leads to the next crucial step—removing yourself from your industry mindset. It’s easy to assume that everyone searches the same way you do, especially if you’ve been in the business for years. But the reality is that your customers often don't use the same terminology.
This can be one of the hardest parts of keyword selection—understanding that the terms and phrases you use daily may be unfamiliar to your audience. For instance, if you're running a plumbing company, instead of targeting "backflow prevention services" (an industry term), your customers might be searching for "how to stop water from backing up in the sink."
Taking a step back and looking at your business through the eyes of someone unfamiliar with it will open up more opportunities to find the right keywords.
Step 3: Research Keyword Variations
Once you have an initial list of the words and phrases your customers are using, it’s time to expand that list with keyword research tools like Google Keyword Planner, SEMrush, or Ubersuggest. These tools will give you insight into search volume, competition, and additional keyword suggestions based on your initial ideas.
Look for keyword variations that match the intent of your customers’ search queries. Often, your customers won’t be looking for the exact product or service names you use, but rather solutions to their problems. For example, someone looking for web design might search for “build a website for my business,” “affordable website design,” or “help making a website.” Make sure to include these problem-solving terms in your keyword list.
Step 4: Think About Search Intent
Search intent refers to the reason behind a user’s search. Are they looking to make a purchase, find information, or compare options? When choosing keywords for your Google Ads campaign, you want to target keywords that align with your audience’s intent.
There are three main types of search intent to consider:
- Navigational: The user is looking for a specific website or business (e.g., “Branch Marketing website”).
- Informational: The user is looking for more information on a topic (e.g., “how to create a website for my small business”).
- Transactional: The user is ready to take action and make a purchase (e.g., “buy web design services”).
Focusing on transactional keywords (those that indicate a user is ready to make a decision) can be a game-changer for your Google Ads campaign. These are the keywords that are more likely to lead to conversions because the user is actively looking for a solution and is ready to engage with your business.
Step 5: Use Negative Keywords
Negative keywords are an essential tool for refining your Google Ads campaigns. These are keywords that you want to exclude from your campaigns because they may bring irrelevant traffic or lead to wasted ad spend.
For example, if you're offering "custom web design," you might want to exclude keywords like "free web design templates" because they target a different audience. By using negative keywords, you can focus your budget on the keywords that are most likely to bring you qualified leads.
Step 6: Continually Refine Your Keywords
Your keyword research doesn’t stop once your Google Ads campaign is up and running. Over time, you'll gather valuable data from your campaign that can help you fine-tune your keyword strategy. Pay close attention to which keywords are driving the most traffic, leads, and conversions, and adjust your bids and keyword list accordingly. Additionally, listen to your customers for new language they might be using, as customer preferences and terminology can evolve.
Conclusion: Think Like Your Customers
Choosing the right keywords for your Google Ads campaign isn’t just about picking the most popular or technical terms. It’s about stepping outside your industry mindset and understanding how your customers think, search, and communicate. Write down the language they use, remove industry jargon, and focus on solving their problems. With the right approach to keywords, you’ll be able to reach the right audience, improve your ad performance, and ultimately grow your business.
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