If you are coming in fresh from Google, start here instead. It is the first part in a 2 part blog and it sets up an important foundation.
For everyone else, the last blog left you hanging. What is this magical tool that will help you find the keywords and key phrases that no one else is using? Google Ads.
Surprised? Don’t be.
Unlike Google Analytics where you don’t get to see keywords at all, Google Webmaster Tools where there are clearly attribution issues and Google’s Keyword Planner Tool where the number don’t add up; Ads is an audited environment. Money is involved and as such, a lot of the ambiguity you finds in those others tools is replaced by crystal clear information.
So how can you use Google Ads to pick the keywords and key phrases to target for your organic search engine optimization campaign? It all starts with Google’s local search. As we mentioned in the previous blog (and by We, I mean the Royal We), Google local search makes things infinitely better for small businesses because instead of competing against the whole world for Pizza delivery (for example), businesses are competing with the pizza delivery places just within the 5-10 mile radius of the person doing the search.
So the methodology of using Ads starts with localities. Pick a city, any city. Your business may be in a huge place like New York City. In this case you can simply pick neighborhoods and do the same thing. In my case, we are in Indianapolis so my localities might look like this:
Carmel, Fishers, Indianapolis, Lawrence, Zionsville, etc.
You can pick as many of these as you would like. Then, start making a list of core keywords and phrases – all of the ones that you have always wanted to beat the big guys on but were too scared to try (or did try and gave up). Throw those into Google’s Keyword Planner tool and find all of the keywords that Google suggests. You may have a 1000 or so. Download those keywords into Excel. Now the fun part. Mixing those words with the localities – in my example of Indianapolis, I may come up with ‘Indianapolis web design’ and ‘web design Indianapolis’. It is very important to have the localities added for both the before and after. Why? Because when we run them through Google Ads, it will help us identify which specific phrase to target for our search engine marketing efforts.
You can create an Excel template that does this for you, an Access database (if that is your thing) or simply do a lot of copy and pasting in Excel. Once it is done you should have a ton of keyword phrases. How many? In the last one I did for a client we started with 350,000 keyword phrase variants.
Now we need to get these into Ads. Why? Because we want Ads to actually look at this entire list of keyword phrases and show us if people are searching for these keyword phrases. Surprise of surprises – many of the keyword phrases not mentioned when using Google Keyword Planner Tool will actually show search impression traffic when running them through Ads. So what does that mean? It means you can now target the keyword phrases that every one of your competitors didn’t go after (because Google told them there was no traffic available).
So now you know the Why of getting them into Ads, but how can you get a hundred thousand keyword phrases into Ads? The Desktop Adwords Editor! With the power of the Desktop Ads Editor you can bulk upload your entire spreadsheet of keywords in no time flat.
Spend $100 on Ads and run the keyword phrases for a week. What you’ll find are the keyword phrases that have impressions without much competition. Done. Now you can use your normal search engine optimization process to great affect and really begin seeing a difference.
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