How to Avoid Keyword Research with Adwords

How to Avoid Keyword Research with Adwords

If you have little time and hate keyword research you’re in luck because Google has Adwords Express. These are automatically generated adwords campaigns that you don’t have to do very much research to get them up and going. However, you do have to have your website set up and bringing in at least some traffic to start with. So how does Adwords Express work?

Keywords for categories

All you need to do is tell Google what keyword or keyword phrase you want to use. It is usually a broad match keyword so that the keywords Google generates automatically have a good chance of being the ones that are suitable for your product. Google then observes search trends about this keyword and automatically sets up a campaign based on that information. This is ideal for a niche that is large as it can bring in many keywords that people use to search for the product or service. For instance, if you do website design, that would be your keyword and Google would use similar ones such as ‘top website design’ and ‘website design company’. It is very accurate for a broad genre.

However, if you want to advertise in a narrow niche, it doesn’t seem to be as accurate as it doesn’t worry about negative keywords. That is, those keywords that sound the same but have a different meaning.  So people may click on your ad and use your budget up for no results, as they were after something quite different.  This problem can be minimised by taking care with your headline.

What you need to do

Even though this process is automated to a large extent, you still have to do a little work and that is deciding what headline and text the ad should have.

Headline –Use your main keyword for the headline and add some kind of adjective that offers a benefit. ‘Beautiful t-shirts’ is just one example. ‘Quality’ or even ‘Sexy’ are others. You can use up to three different headlines.

Body text – You don’t have much space for body text, so those few words have to get right to the point. They should tell the consumer what you offer and what the benefit to them is. Direct and genuine is best, using your unique selling point. Something like, ‘Amazing design, friendly service, fast turn-around’ is sufficient.

Call to action – Your ad should tell the consumer what action you require from them. A simple ‘click now’ or ‘grab it here’, is all that is necessary.

The importance of Google Analytics

Set up Google analytics on your website so you can work out just how your ad is doing for whatever headline you have used. This will tell you how many people stayed on your site for how long and how many clicked off immediately – called the bounce rate. If you find there is a high bounce rate it means the wrong consumers are coming to your website; you need to change the headline or text on your ad. Make it more obvious even if it looks boring. People know what they want and don’t care about fancy wording.

Another way to use adwords Express is to now set up a manual campaign, using the keywords it has chosen that you have found to be high converting ones through Google Analytics. This again, saves you the work of finding the right keywords.