The Basics of Keyword Research

Isaac Rudansky
A free video tutorial from Isaac Rudansky
Certified Google AdWords Pro |Co-founder of AdVenture Media
4.6 instructor rating • 4 courses • 203,120 students

Lecture description

We continue to learn about the goals of the three main areas that have to do with mastering keywords inside Google AdWords. We will also talk about keyword how each stage in the keyword process relates to the overall buying funnel.

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24:39:03 of on-demand video • Updated November 2018

  • Drive Consistent, Round-The-Clock Traffic To Your Website or Landing Page
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  • Remarket to Your Previous Website Visitors To Get Them Coming Back To Your Site
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  • Monetize The More Than 6 Billion Daily Searches On Google
  • Boost Traffic and Increase Sales to Your Website
English [Auto] How do you get that's hands. And welcome back in this lecture we're going to go a little bit in detail about that first of three steps of creating a campaign with a really really good structure and that is keyword research before you plan. And before you organize before you launch your campaigns before you build out a huge massive account you really need to start doing some research to understand what keywords are going to be effective. What we're going to be most profitable. What keywords will be experimental what keywords are going to be your low hanging fruit. Bottom of the funnel keywords and how those key words are going to interact with search terms. And most importantly how much you want to bid on each keyword how much money you're willing to spend and getting clicks for certain keywords and the anticipated revenue that will be generated from those keyword and that's all part of what takes place during your keyword research phase. You should really be willing to spend time on keyword research. I think that in my opinion in my experience the the one element of campaign building that tends to get ignored the most or given the least attention is keyword research. For some reason it's like optimizing and looking at attributes miles and doing all sorts of different things building out accounts to be bigger and bigger where people are not really doing the hard work of researching keywords because it's difficult and it's time consuming but it's really important. I guarantee you the keywords that you'll come up with off the top of your head that would be good for your campaign are probably about 10 percent of the keywords that would work. Most people if you're a let's say let's say we're advertising like this example for pop'n we're advertising office chairs. Most people would think that office chairs rolling chairs desk chairs but people would not necessarily automatically think of how to solve back pain. Right. That might be a key word. It might be a top of the funnel key where you might want to send that traffic to a different landing page but that's probably a Cuber that you could turn a profit on and you wouldn't think of that until you started doing some keyword research or understanding that by a funnel. My company runs the digital advertising campaigns for Forbes magazine. And when we took over the account there were a lot of those bottom of the funnel searches like for magazine business magazine business subscription and things like that. Best magazines for business. But when we started experimenting and researching we saw a lot of search terms that were much more high top of the funnel. People looking for overall business advice people looking for reading material for traveling. So all those might not be the most intuitive searches and certainly those searches won't convert as well but conversion rate is not the only metric. The key metric is profit. So again we've mentioned this before those bought those more top of the funnel what I call peripheral keywords that have less commercial intent for your product are typically less saturated or typically less expensive and we're going to reiterate that point a couple of times as we go along let's talk about key word research what it is. The goals from Keywood research and some tools and future lectures of course we're going to go and do this in more detail as we build out the cannon and say how to use each one of these tools in depth so bear with me beginning to understand your industry. That is what really cute research is all about. You know the industry Well you know your customers you know your you know your products well you might not necessarily know how people search for your products and that's really what keyword research is all about. While you're researching keywords. You're going to start getting more ideas for add groups you're gonna start getting more ideas for how to build your campaign. Those earlier drafts and those diagrams that we spoke about that have your campaign and atrip structure those might seriously change as you're Q and research and again putting yourself in your customers shoes. Being able to understand when a person decide they need your product. What is frustrating them. What might be what questions might they have that they're looking for answers for. That's really what triggers a buying funnel a person has an issue they have a need. Something frustrates them there's something in their life that could be improved. They might have heard about a specific solution to that product. Now they're researching options. Now their desire. Now they're specifically intending to buy something. And at each different stages of those of that funnel of of the sort of psychological progression people search search engines and they talk to search engines in different ways. So being able to put yourself in your customers shoes is part of what key word research is about. You're going to again find all these new ideas that you might not think will be profitable in your campaign. But if you bid properly and you send them to the right content on your website you could probably find a whole range of keywords and that's sort of my goal in teaching how to do your research better to teach you the most bottom of the final keywords is not to show you that when we're advertising to sell an office chair we should use a keyword like cheap office chairs or expensive office chairs or high back office chair. Those are bottom and fun. Those are intuitive. Most people can figure this out but I'm going to see my job is to teach you how to make a profit on key words like how to solve back pain or understanding lumbar support. Right. And figuring out a determining is that the type of clip that I could be profitable because that will likely be somebody in my interest somebody in the market for my product. If so how long. If so how much should I pay for that click. That's good research. The goals of research are pretty straightforward. We want to start getting and this is like concrete stuff like before all this stuff is sort of psychological a little bit less concrete. But here's some concrete things that are going to come as a result of key research volume estimates. OK. For each individual key word how many impressions and clicks can I estimate per month per quarter per year per day. Cost estimates. How much will this would cost. Again I want to make a point that all this stuff that we're talking about is moderated by match types a Cuban with an exact match match type might have different cost and volume estimates and a key with a broad mass type in fact that will always be the case we're going to talk about match types in detail. But keep in mind that math types always moderates everything moderates mediates everything we're talking about. So you get cost estimates of what keywords will cost what surgeons will cost. How many of them you'll get get a clearer sense of the buyer's jury. That's the goal we mention. You start understanding how long does it take for a person to first be introduced or decide they are looking for an answer to this problem and every. And I'm going to have a slide that talks about the buyer's final awareness interest desire action every single purchase in the world. Same when we talk about the behavioral model where like every behavior B equals M-80 Bihi behavior equals motivation building a trigger every single purchase you go through the buyers final. We'll talk about that so you get a better sense of your buyer's funnel. You know your products and services but you may not know your entire buyer's funnel. And then a really awesome thing is competitive analysis as you're doing keyword research. Depending on the tool that using if you're using the Google planner if you're using SDM Rush you're using some of the competitive analysis script that I alluded to in the beginning of the course and have a full lecture on that later on then you're going to start getting a sense of what your competitors are doing what keywords are they using to get traffic to their site. And the good competitors the competitors that you admire my I really I didn't talk about this specifically but I have a healthy. This is what I call healthy respect. You should have a healthy respect for the competition. Yes you should want to demolish them. You should want them. You want to leave them in the dust. Destroy them. Be better than them. But the competitors have a healthy respect for them. When you're doing your research you're going to start seeing which of your competitors are used. Or are buying this search term or buying the traffic. What ads are they showing for that you were and where are they sending that traffic to. OK so that's going to be a really really really crucial benefit of competitive analysis tools. Well competitive analysis rather will be a really really good benefit of cute good good research. Some of the tools are going to go into detail. The a planner a few years ago the goalkeeper plana was a really frustrating tool to use wasn't fun wasn't that helpful. It's much better now it's much cooler it's much sleeker. There's a lot of cool things we can show you and you going to be able to get those volume estimates and cost estimates from the who were planted. Google's suggestions at the bottom of the Google search page Google has suggested Searches related searches and autocomplete searches are being talked about. Each one of those those are good ideas that are getting more and more ideas for both negative keywords and positive keywords. As the Amrish which is a song for the I like a lot it's a paid software. We use this at our agency and a very high level spitefull which is not an offer that I personally use but I haven't used it in the past. It's a similar software to a competitor to se I'm not. It's another one of these online software is that you pay for they start getting some really good insight into the research and most importantly ask people this is something that everybody overlooks. Go to your colleagues at work go to your friends your siblings your children your parents whatever it may be. And if you're running a campaign for a carpet cleaning service or you're running you're running a campaign for a and educational program you're running a campaign for a product that your are drop shipping through Shopify or Amazon store whatever it may be. Just go bring the computer. Go to a sibling or a coworker and say Say you wanted to buy your product. Don't get any more information. Do a search on google for it. OK do this ten times with 10 different people and you'll be shocked at some of the ways people talk to search engines. Your way of thinking about it is totally biased based on how knowledgeable you are about your products and that's the case with every single every single instance I've seen this when you go and ask people who are not as familiar as you are with your products and your services and you ask them to search for a google and you don't give them any information. Don't lead them down a certain road to a certain search query. You'll see that people use abbreviations. People talk backwards. People write long sentences. Sometimes people just write one word right. It's incredible the information and the the insight you can get if you just ask people. And I implore you to do that. It's not easy it's not it's it's not really that much fun and it's time consuming and you have to sort of get up and interact with other people. No not not fun. But the I'm telling you it's one of the best ways in fact that I prefer. I think this way will uncover more interesting insights than any of the other methods that I've mentioned. And we do this for our clients at our agency. It's the most and technological way of doing anything in a digital advertising agency. But it's actually one of the most effective way so that so I highly encourage you to do that. So that's key word research. In a nutshell in the next lecture we're going to talk about key word planning them or anyone to keep organization. We'll talk about them we're going to talk to them about match types and depth. And then we're going back into the count and adding creating keywords negative keywords negative keyword lists there's a lot to cover when it comes to keywords and how to manage them how to actually manage them inside a Google ads account. So I look forward to seeing you guys very soon the very next lecture.