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Basics of Online Marketing

What are people searching for online?

March 20, 2023 Article
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Key takeaways

The most successful Google Ads campaigns understand what people are searching for. This info will make your campaign effective by using highly relevant ads.

What you’ll learn about

  1. How to find what people are searching for online
  2. Why keyword research is important for your campaign
  3. How to select the right keywords for your campaign
  4. What to do once you know what people are searching for

Keyword research is vital for an effective Google Ads search campaign.

How to find what people are searching for online

There are a variety of ways to discover which keywords people are using to search online. When it comes to developing a campaign for your business, use the Google Keyword Planner tool and Google Trends.

Keyword Planner Tool

Google Keyword Planner, a free tool within Google Ads, provides extremely important insights into online behaviour. It shows what people are searching for online and the amount of times, per month, a specific keyword or phrase has been searched. With this data, you can tailor your campaigns to ensure your online ads will be relevant to your potential customers and find them with the right keywords, including search by geographical location. This will help improve your chances of appearing at the top of the search engines for specific terms you are bidding on.

To further understand the various features of Keyword Planner tool, read our guide on using Google Keyword Planner for implementing detailed keyword research into your next ad campaign.

Google Trends

Google Trends shows search interest of a particular topic or search term over a period of time, across various regions of the world and in a variety of different languages. This trend data can be filtered with either real-time searches from the last seven days or non-real time. A dataset that can go back to a set period of time from 2004 up to 36 hours ago, depending on the amount of and type of data you want to look at.

Why keyword research is important for your campaign

Keyword research is vital for an effective Google Ads search campaign.

It allows you to discover what keywords people are searching for, how often they are being searched, and how much you (and your competitors) could be paying for each keyword.

Keyword tools and research helps you:

  • Discover what search terms and keywords people are using to find your website.

  • Address potential customer’s search terms with effective content that’s relevant and reaches customers.

  • Identify potential areas where content might be missing, along with opportunities to drive traffic to your website.

  • Determine your ad spend based on how many clicks you can expect to get per keyword for your budget.

  • Find variations of keywords that could increase ROI — you can see if there are related search terms and potential alternatives that you hadn’t considered.

How to select the right keywords for your campaign

There are a multitude of factors to consider when doing keyword research effectively and choosing the right keywords for your campaign. Using Google Keyword Planner alongside Google Trends will help you better understand user intent and discover the keywords that will make the most for your money. Utilise these Google Ads tools during the research phase of your campaign to maximise your chances of appearing on the first page of the results pages with highly relevant ad campaigns.

To find the right keywords, consider the following in Keyword Planner:

  • Brand terms – Keywords containing your brand name.
  • Generic terms – General keywords with a wider scope.
  • Related terms – Keywords that don’t directly relate to your product or service but are queries that may relate to your business.

When it comes to defining your keyword lists, keep these three factors in mind and you’ll be on your way to creating online ads that reach your potential customers in the right places, at the right time.

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What to do once you know what people are searching for

With your keyword research lists defined, the next step is to incorporate your research within your campaign strategy to create compelling ads that lead to sales and conversions.

When creating your Google ads, think about user intent and people’s needs.

Make sure your campaign is engaging and reaches users with relevant keywords.

Relating your online ads to your potential customers will ensure your ads achieve maximum reach; effective messaging will help you succeed in your industry and create a Google ad that stands out on the search results pages.

Well-selected keywords are the foundation of a Google Ads campaign and as much as your customers are already looking for you, you need to help them find you at exactly the right stage. This is why keyword research using the Keyword Planner tool is vital to understanding what people are searching for online, whether you’re setting up a new ad campaign or optimising an existing one.

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