If you promote your offers through Google Ads, then you know how important keywords are for getting conversions. They can be used to attract an engaged target audience that is more likely to take a targeted action. The exact opposite works as well — irrelevant keys will drive away your target audience and make your ad campaign ineffective. This article will show you how to find the best keywords for Google Ads.

Preparation

The first thing you need to do if you want to optimize your keyword selection is to pay attention to the preparation stage, in particular, to conduct an analysis of the target audience and decide on the goals of the campaign. Let’s consider each item separately:

• Target audience analysis. The better you determine how your audience behaves online, what their demographics are and what their needs are, the easier it will be for you to identify relevant queries;
• Determine the goals of the advertising campaign. Depending on what goals you are pursuing when you run your adverts, the key queries you need will change. The more precisely you define your goals, the easier it will be to find keywords.

Best ways to find relevant keywords in Google Ads

Experienced media buyers usually use the 7 most effective ways to find the most relevant semantics for advertising campaigns. You can use them separately, or you can combine them to achieve more effective results. Let’s talk about each method in detail.

Competitor research

A free, but long and complicated way to find relevant queries is to monitor competitors’ ad campaigns. Monitoring implies manual review of competitors’ adverts with the subsequent selection of appropriate queries depending on the advertising performance indicators. In some cases, Bediabayers prefer to make their work a little easier by using the Google Advertising Transparency Centre tool to gather all ads into a kura for easy viewing. This method is very mucky and is hardly suitable for professional webmasters who would rather pay for tools than waste their time.

Google Ads Keywords Planner

The next method for searching Google Ads keywords is also quite simple, but it is already more effective than browsing competitors — use a keyword planner. It can be used to automatically pick relevant competitor keywords, and it also has a manual keyword picker feature. With the keyword planner, you can quickly and efficiently find new queries to implement into your ad campaign semantics to stand out from your competitors.

Google Search Console

Google Search Console is a script that can be used to view the queries users have used to display your advert. You can use this method when your ad campaign is already running and organic traffic has started to flow to your landing page. Using the «Google Search Console Insights» tab, you can see the most popular queries of your audience, by which they most often go to your website. 

Special programmes

There are many different auxiliary programmes that webmasters often use to get more useful data on relevant keywords. For example, Serpstat, Screaming Frog and Ahrefs are very popular programmes. Some of these services make it possible to identify the most converting keywords both in organic search results and competitors’ PPC-campaigns according to specified parameters. The main difference between such tools and Google’s internal services is the ability to search for relevant keywords in grey verticals.

Google Search tips and FAQs

Finding new ideas for relevant keyword queries can be done in the most non-obvious ways, such as through Google Search hints and FAQs. In Google search results, you can often find answers to related topical questions and use them to find new words for the semantics of your advertising campaign, as these blocks are based on the most popular user queries.

Google Trends

You can also select relevant keywords and queries based on similar queries in a particular geo or in the general Google Trends. All you need to do is select a geo and enter the name of the offer or niche into the search box.

Lifehacks for finding relevant keys

A very important point that webmasters sometimes do not pay attention to is the addition of minus-words that consume the advertising budget. Also do not forget about the various synonymous keys, which are similar to the keyword query, but not related to the offeror. 

Split-tests of several adverts are also very important for selecting the best key queries and identifying irrelevant keys. A useful way to reduce advertising costs and increase campaign efficiency is to use low-frequency keys with lower competition and price, but which attract a more engaged audience.

Conclusion

Finding keyword queries for Google Ads is not as complicated and painful a process as many media buyers think. Using the right approach and useful tools, you can find relevant queries for semantics many times faster, bypassing competitors and increasing the effectiveness of advertising many times over.