All marketers know that in order to have a performant digital campaign, finding and using the ideal keyword(s) is key. And to get at this point helpful tools need to be used to have the most accurate keywords research strategy done. Keyword Planner and Google Trends are essential tools you can use to have your keyword research and analysis ready.
Before starting your online campaign, specialists recommend doing keyword research to find the most appropriate ones for your audience searches. Once you as a marketer choose the most suitable search terms for your digital campaign, you need to write sharable content around them.
1. Why search terms are important for your digital marketing campaign strategy?
A search term is a keyword searchers use when typing an online query into Google or Bing search boxes.
Search terms should be integrated into your digital campaign strategy and reflect the audience’s intent when searching online. The keywords users introduce in the search box should be the same or similar to those that represent your digital campaign.
And for that, you need reliable and precise keywords data that you find in free tools like Keyword Planner and Google Trends.
When your online campaign strategy is planned correctly and closer to the truth, you will see how quickly it can generate ROI.
There are many types of online marketing campaigns but the ones that can provide quick results for your business are Search Engine Optimization (SEO), Pay-Per-click (PPC) and Social Media Marketing (SMM).
And selecting the best keywords/search terms for your digital campaign strategy from the beginning will make it a winning one.
2. Let’s dive in and see which are the three digital marketing channels that require finding the ideal keyword(s):
a) SEO keywords
Search engines rank your content pages after profound analysis in terms of relevance, user experience and domain authority. Relevance is about how easy your content reaches your target market and how positive is its reaction to it. How your brand message, domain name, site structure and content relate to each other are all part of your SEO strategy.
So, the keywords that lay at the core of your SEO strategy are called SEO keywords. Their role is to sustain both your SEO and content strategy in an organic (unpaid) way. And attract, retain and convert those people that are eager to buy your product/service.
By building a researched and detailed SEO keyword strategy, your content will sound natural, purposeful and trustworthy. The role of your site’s content is to make your target audience click on the page’s link in SERP and make them spend quality time on your landing page.
Of course, the aim of any SEO strategy is to make users take relevant action on the page and convert.
That’s why, before starting an SEO campaign, dedicating time to your SEO keyword research and analysis will save you from failure and money waste.
“To drive maximum search traffic to your business site, you need to see your site’s link(s) in the first three results, on the first page of Google search results.“
b) PPC search terms
Researching and finding the right PPC queries first, represent fundamental aspects of your paid online campaign.
Identify which search terms are going to make you the most potential money for your cost-per-click investment. Have your search terms organized for each PPC campaign to reach the public you want, satisfy their search needs, generate a high click-through-rate (CTR) and real sales.
When you’re done with keyword research and analysis, add the keywords in your PPC campaigns: ad groups, ad copy, and on the landing page. Because you want people to get what they are looking for. And buy your product once they land on the campaign’s page through your ad.
So, use the same targeted keywords like the ones you chose for your PPC campaign to make your landing page relevant for the campaign. Develop your landing page in such a manner to provide to your potential customers what you promised in the ad text.
“Instead of investing in two similar PPC campaigns that contain synonymous terms, you can check in Google Trends to choose the term with the highest search. In this way, you don’t lose time and money finding the query that’s the most searched by your potential customers.“
Even if the competition is high for some keywords and you use those in your SEO campaign, your results won’t be affected because you may rank for long-tail keywords. But if you use the inappropriate keywords in your PPC campaign, then it will likely cost you losing your investment.
c) SMM search query
User behavior generates search queries which means you as a marketer create content around them to meet your audience’s interests.
To take your social media strategy to the next level, you also need to conduct and implement search terms research and analysis. More than that, you need to perform a specific search query research and analysis on each social platform you are present on.
If you think your keyword research done for Facebook is the same for Instagram you should think twice. For each social network, you need to make specific keyword research and analysis and improve your search queries over time.
To find topics that resonate with your target audience you can use the social media search box and keyword research and analysis tools.
Simply type relevant keywords into the search box of the respective social platform and analyze the results provided. See how low or high is the interest of the users and if it is worth using those keywords in your SMM strategy.
So, to drive sales and acquire new customers, use competitive target keywords in your SEO, PPC and SMM strategies. Learning to optimize content using targeted keywords to match search intent for each campaign type can bring your business to new heights.
4. BONUS: [infographic] – Keyword Analysis Example Google Trends
Google Trends tool is beneficial, especially for SEO and PPC campaigns to compare and analyze data and opt for the keywords that best describe your users’ needs and wants.
In the infographic below, you can see a comparison of search terms to better understand the importance of keywords when starting and working on your digital campaign strategy.
Let’s suppose you are a digital marketer ready to have his/her first digital marketing agency open. And of course, when you decide to go online, the first thing you have to do is to build a website.
“ When working on your site’s strategy, consider doing keyword research and analysis.
Keyword research & analysis can be done both from a business and marketing point of view.“
In our example, we analyze the keywords ‘social media marketing‘ and ‘search engine marketing‘ to see which one of the topics are searched the most by people.
- These keywords were selected after having our keyword research done with Keyword Planner
And as you can see in the infographic above, the ‘social media marketing‘ term has the highest interest 100 points in comparison with ‘search engine marketing‘ that has only 22 points between 5-11.01.20.
You can either choose to focus on the topic that has the highest interest among individuals or on the one with a low score and create a new market through your digital marketing strategy.
This info discovered in Google Trends can help you decide on which one of the topics you want to have your business build around.
And once you decided this aspect, now you can make this topic visible on your site to become the service you offer through dedicated sections, landing page and blog posts.
Not only that the service you choose to present on the site helps you stand ahead of your competitors, but it is also relevant for your SEO strategy. You can discover specific search terms that can help you drive valuable traffic to your site and expand your online presence.
More exactly, in Google Trends, you can find inspiration for long-tail keywords related to your main term and how trendy they are. And you can see in what regions the interest in your search terms is the highest to know where to direct your digital goals and budget.
After careful evaluation of the keywords your audience uses, you now know what search terms to include in your digital campaign strategy. Don’t forget to start with your site’s content if you want profitable online campaigns.