Running a successful Google Search campaign involves a delicate balance between selecting the right keywords and continuously optimizing your keyword list. Keywords are the foundation of your campaign; they determine when and where your ads appear in search results. Knowing when to add or remove keywords from your campaign can make a significant difference in its overall performance. Let’s explore the key strategies for optimizing your Google Search campaign by understanding when to add or remove keywords.
When to Add Keywords
Expanding Your Reach: One of the primary reasons to add keywords is to expand your campaign's reach. If you notice that your ads are not showing for relevant search queries or not enough relevant search queries, it's time to identify those missing keywords and include them in your campaign. Start by researching related keywords using tools like Google's Keyword Planner.
Seasonal Trends: Many keywords experience seasonal fluctuations in search volume. Adding seasonal keywords can help you tap into these trends. For example, if cooling or heating is trending during the summer or winter, leverage these in your keyword list.
Long-Tail Keywords: Long-tail keywords are specific search phrases that often have lower competition and higher conversion rates. For example “Custom Home Builders in Greenville, SC” rather than just “Custom Homes”. Look for opportunities to add long-tail keywords that closely match your products, services, or what people are searching in search terms. These can help you reach a more targeted audience. Pro-Tip: In order to find ideas for good long-tail keywords, look at your search term report and find longer search queries your company is showing up for (impressions) but not receiving clicks for.
Expanding Product or Service Offerings: When your business introduces new products or services, make sure to update your keyword list accordingly and/or create a new campaign that includes those relevant keywords for your new product or service offering if it is not relevant to your other offerings. Tailor your keywords to reflect these additions, ensuring that your ads are visible to potential customers searching for them.
Monitoring Competitor Keywords: Keep an eye on your competitors' keywords. If you notice that they are ranking well for certain terms, consider adding those keywords to your campaign. This can help you stay competitive and capture some of the same audience. You can research competitors by adding their website to a google’s keyword planner and see what keywords they are using.
When to Remove Keywords
Low-Quality or Irrelevant Keywords: Regularly review your campaign's performance data to identify keywords that are not driving results. If certain keywords consistently have a low click-through rate (CTR), high bounce rate, or low conversion rate, consider removing them. These keywords can drain your budget without providing value.
Keywords with High Costs and Low ROI: Some keywords may be driving traffic but at a high cost without delivering a satisfactory return on investment (ROI). Analyze your cost-per-conversion and cost-per-click data and remove keywords that are not cost-effective.
Irrelevant Match Types: Ensure that your keywords are using the appropriate match types (broad, phrase, exact, or modified broad match). If a keyword's match type is too broad and attracts irrelevant traffic, consider switching to a more restrictive match type or removing the keyword altogether.
Keywords with Low Search Volume: Keywords with extremely low search volume may not be worth the effort. Google's algorithms may struggle to match these keywords with user queries, resulting in limited impressions. Remove keywords with consistently low search volume and focus on higher-impact terms. The only time you may want to continue using low search volume keywords, is if they are directly relevant to your store like long-tail keywords.
Conclusion
Optimizing your Google Search campaign requires a keen understanding of when to add and when to remove keywords. Regularly reviewing your campaign's performance metrics, conducting keyword research, and staying attuned to industry trends are essential practices for success. By carefully managing your keyword list, you can ensure that your campaign reaches the right audience and delivers a positive ROI. Remember that optimization is an ongoing process, and adapting to changing circumstances is key to achieving long-term success in your Google Search campaigns.