Keyword Review: How to Pick the Best Keywords

The most important part of a successful Google Ad campaign is testing a variety of keywords and honing in the the most productive ones.

It is very important to think through your keywords and be very intentional when selecting which keywords you want to invest in. Here is how to think through it:

Step 1: Google is Different than Amazon

Often using your Amazon terms can be a good place to start and we do encourage this, but just because someone searches your product on Amazon and buys it, doesn't mean they will do the same search on Google.

Step 2: What Would you Google for your Product?

Put yourself in your customer's shoe. What would prompt you to search Google for your product?

Step 3: Be Specific

Let's go through an example. If you sell a durable dog frisbee, you will want to pick descriptive keywords like:

"Amazon dog frisbee"

"Amazon long lasting dog frisbee"

"Amazon durable dog frisbee"

These keywords are descriptive and they include "Amazon" which signals the person searching this is comfortable buying products on Amazon = high intent and specific keywords! 👍

Bad keywords would look like this:

Dog toy: Yes, technically this is your frisbee is a toy, but it is very generic!

Amazon dog toy: ok, At least it has "Amazon" but this person could be looking for any number of dog toys: small toys, cheap toys, rolling toys, etc

Step 4: Transactional vs Research Based Keywords

People search Google for a variety of reasons and we want to show our ad to people in the market to buy products, not simply researching and learning.

So you want to avoid terms that indicate people are in the research phase.

For example:

Dog frisbee reviews: While someone may search this and buy your product, likely this person is browsing and ready to read a bunch of dog blogs and hear feedback on different dog Frisbees.

These are the four steps you should always think through when picking keywords for a new campaign or evaluating the keywords in your active campaigns!