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Use Google's Keyword Planner to Keep Your Online Advertising Audience from Growing Too Large (And Why That's a Good Thing)

Growing your audience is one of the main tenets of online businesses. If you're not being seen, you're not getting customers. Most internet users have such a short attention span that you need to be seen by a lot of people to get the customers you need. But if your audience is growing just for the sake of growing, then your audience may be getting too large which can create its own set of inefficiencies.  Ask yourself: Although the number of viewers is getting bigger and bigger, but is my conversion percentage getting smaller and smaller?

close-up of man's hands using laptop with line graph on screen

Determine if Keywords are Popular and Profitable

When using Google's Keyword Planner, you can add your own keywords to see what the average bidding price for the cost per click (CPC) rate is, the volume you might expect, and related keywords. Ideally, you're aiming for the optimal balance between keywords that fit your business perfectly versus too much competition or too expensive.

For example, if you have an online accounting business, you might start with keywords like “filing business taxes,” “bookkeeping services,” and more. However, those keywords may be displayed in search terms that are irrelevant to the visitor you’re trying to reach. For example, based on the previous keywords, someone searching bookkeeping specific to their local area (and outside of your desired area) or researching gambling's style of bookkeeping might be directed your way.  If that searcher clicks your ad, you're paying for that click even though no one profits: the searcher doesn't get the information they need, and you're not getting a potential customer.

Adjust Keywords and Targeting Options Based on Analysis

To ensure you’re paying for the clicks that are most profitable, regularly review what search terms are displaying your keywords. This part of keyword planning still needs a human element, so consider devoting regular time each week or month to monitor. If some of your keywords are connecting to search results that are not good for your small business, refine the keyword or remove and find something more specific.  For example, refining keywords for Google AdWords could include changing keyword match type, or even adding negative keywords to filter out unwanted related phrases. Take a look at the “Search Terms” section of your AdWords to see what people are actually typing in when viewing your ads.  If you're getting a mix of good and bad results, adjust and experiment until you get rid of as many “misses” as you can. 

Next month we’ll dive even further to refining your keywords through an extremely helpful rule of thumb.  Check out our blog next month to learn more!  In the meantime, if you need help with your Google AdWords campaigns, contact our marketing team at Igniting Business!

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