Google AdWords Keyword Research Tutorial for Pay Per Click (PPC) Advertising Campaigns

Key Takeaways

all right what's up everyone welcome to the Surfside PPC youtube channel today we're gonna be going over how to do keyword research for your PPC campaigns specifically in Adwords you can obviously put your campaigns over to Bing ads and I want to show you how to do that as well but what we're gonna go over today is how to use the Google Adwords Keyword planner to PPC keyword research for like a new campaign that you're gonna be setting up I always think keyword research is a little bit different for PPC and SEO so that's something that you need to keep in mind for your website it's somewhat similar but the way you kind of go after keywords is a little bit different and the way you target keywords is a little bit different so without further ado let's just get right into it all right so what I have open here is my google adwords screen so if you don't have an AdWords account what you need to do is go to google.com slash AdWords or up here adwords.google.com create an account and you can set up your AdWords account pretty quickly what you want to do is if you can set up billing and what I usually do is I just leave one active campaign running it doesn't spend anything it's just there it's running and that will let you unlock the data in the keyword planner so if you can't see the data that's in the Google Adwords Keyword planner they recently changed it so they kind of only release more information to people who are actually spending in AdWords so if you need to I think the threshold is really low I think you just need an active campaign running or you need to spend like $5.00 or something it's something really really low I'm not sure exactly what it is now but if you need access to that so what you're gonna do is come over here there's three dots you want to click those three dots under planning you'll see keyword planner so I already opened it so I have it open another tab up here and this is what the keyword planner looks like I've already typed in headphones that's the example I'm gonna be going through today but you have some different categories here so it kind of says up here where would you like to start so usually when you come in it might look like this you usually just go right in here search for new keywords using a phrase website or category the other links will let you do search volume data and trends multiply keyword lists to get new keywords so that's pretty good if you're trying to expand your account enter upload a list of keywords to get forecasts so they actually give you pretty good forecast data up here so this is only good if you're if you're spending like a huge budget it's good because if you need to know how to spend your budget for the next year but if you're just kind of testing and and saying hey I have a you know monthly budget of $500 or something you know even $200 or something smaller you don't really need to do forecasts cuz you're probably not going to be hitting the volume and in beta I guess so I haven't used this yet but get forecasts for campaigns or keywords from your account so pretty easy just import them straight from your account but we're gonna come up here search for new keywords using a phrase website or category so I've already typed in headphones here and there's different options so what you want to type in it's gonna say your product or service so whatever you're trying to sell you want to type in here it could be marketing you want to be more specific maybe you're selling PPC marketing maybe you're selling social media marketing you know something along those lines so whatever you're selling you want to type up here be as specific as possible you don't need to include tons of different keywords that's what the whole point of this is is they're gonna give us basically every category that we need they're going to give us our ad groups we'll make them but they're gonna give them to us like make it a little bit easier if you want you can enter a landing page if you have your website all set up and everything like that landing page is pretty good product category I don't really use this but they have all categories down here I prefer to just type in the keyword so for targeting it's whatever your market is languages you know same thing Google you can add search partners I just keep google you can enter negative keywords here I'm not gonna do it now but and if you want to if there's something you know you don't want up there you can get rid of that you can adjust the date range for kind of the trends for the last 12 months here's the only thing I changed so it's gonna be over here it's gonna usually default to off I must have change it ready so it's gonna say only show ideas closely related to my search terms we want that on so I only want ideas that are closely related to headphones that's a really important thing there so make sure you have that that on click Save alright so what we're gonna do next now is click get ideas so after we've entered all you really need to do is enter your keyword here and there's click this over to on and click Save get ideas you can adjust the targeting if you need to okay so everything loaded here and you're gonna see there's at the top they're gonna give you the trends over the last 12 months so these are the amount of searches for each month you could sell tell for headphones it's big for the holiday season so November December kind of picks up in September you know kind of keeps up in October and just keeps going up so trends are good to know sir so you know how to pace your budget out but well you can see down here so you kind of have two different tabs so you have ad group ideas and keyword ideas ad group ideas you know this is kind of self-explanatory but you can if you put your mouse over you can see all the different keywords they have in there this is kind of a miscellaneous headphones just you know a bunch of different types of headphone keywords in there but if you keep going you see wireless Bluetooth best noise cancelling headphones and headsets in-ear so what we're gonna do over here to the side you're gonna see your plan is empty so you can add an ad group and keyword ideas from the table to your plan so what you can do is just take this wireless headphones and go over and do that and add all 24 keywords I prefer not to do that because they end up adding you know wireless mp3 they end up adding all sorts of different things that you don't really need so I usually just build it custom myself so start with an empty ad group so you can add new ad group names one per line here so we're gonna go over here and just add every single category we see that we want to break out so Bluetooth best noise cancelling it's like Wireless is running in ear so obviously we have Bluetooth here we have best headphones noise-cancelling headphones wireless running took running from up here in ear headphones headset headphones so we're gonna keep going down and let's just assume we have a giant headphone website where we're basically serving everybody over here on the in-ear you see over here so I'm gonna do that one separately actually because they're two different types of headphones so Sennheiser so let's just assume our website we have landing pages for every single one aged ad groups because let's just say I didn't sell Sennheiser headphones there's no reason for me to target the keyword just like you know if I'm if I'm not selling wireless headphones or something like that you know there's really no reason to be bidding on that keyword so let's just assume we have a huge website basically filled with all sorts of headphone products because we're gonna need a landing page for each one of these ad groups I can't just send someone who's searching for Bluetooth headphones to a page that includes you know every single thing down here you know I don't I don't even want one wired headphone on there because if they're searching for Bluetooth headphones that's what they want same with Wireless you know noise cancelling if you're looking for noise cancelling headphones you usually want something a little more expensive that might work on an airplane or you know some somewhere where there's a noisy environment you want to cancel that out so keep that in mind as you're building your ad groups you want landing pages that match every single one of these different ad groups otherwise it's not really worth adding to it so we're gonna keep going down here so we just did Sennheiser so we're gonna do cheap by dre and each line dictates a different ad group here so that you know so we're building a bunch of different ad groups right now so blue headphones bluetooth these are we're gonna keep this with Bluetooth audio headphones we might as well add them because it's a pretty popular keyword headphones with mic so that's good and mic and microphone I'll just do microphone and and add both of them in there so now we're seeing top headphones soundproof headphones and you start to see an average monthly searches you're getting lower and lower here so maybe we stop at just top headphones will add top here so now what we're gonna do is click Save and you'll see we have 15 different ad groups here so we're starting to separate our out our keywords which will help us as we build our campaign and what we're gonna do now is basically one at a time to start adding some keywords so we're gonna do is go in this ad group here Bluetooth headphones and then take some of these keywords and add them over here so Bluetooth so wireless Bluetooth so we have wireless and Bluetooth down here we'll just keep this in Bluetooth so wireless bluetooth headphones we're gonna put in Bluetooth so that's something just keep in mind that's just a matter of preference how you do it Bluetooth in ear headphones we have in here down here again so we're just gonna keep this again in Bluetooth because I plan on sending people to a page filled with just bluetooth headphones here so they can just customize you know I want Bluetooth headphones that go in my ear and that'll be one of the options on the page so let's do that let's keep it in Bluetooth you know I don't I don't want to risk sending them to the in-ear page and I have a bunch of wired headphones on there and they're not it's not what they're looking for all right so down here Bluetooth sport headphones we're gonna add that in bluetooth stereo headphones might as well add that in wireless Bluetooth in here headphone so that kind of mixes a bunch of things but we're just gonna add this what we're gonna end up doing with all of our keywords is adding them as exact match keywords and what I'm gonna show you how to do that as we as we import them so this is good for now we have six keywords in here it takes that most of the volume just see there's not a ton of a ton of more options down there so now we've added some keywords into Bluetooth let's go into best I started doing this a little bit quicker so you'll see best Oh see I just made a mistake here so if you do that and I added best headphone just go in and click X so good little lesson there so come down here make sure you change ad groups and I'm gonna have to come back out and go back so I'm gonna come into keyword ideas try to do this a little bit quicker so wireless headphones here so add that so we had a noise cancelling headphones we'll go down to in-ear add in your headphones best bluetooth headphones best headphones so we made that mistake before and now we could add it to the right ad group best wireless headphones we're gonna put this in Wireless because Wireless is more important than the word best best in here we're gonna put this in in-ear headphones with mic so you'll see you kind of want to add these and what's good is going to the average monthly searches and taking the top ones cuz that's how you know that you're gonna be a you know bidding on the right headphones and now we just found some different ad group ideas so beats Bose Apple so let me just add those now so this is kind of what you want to keep doing is keep expanding your ad groups as you go and keep keep expanding the keywords you're adding to them so beats try do this quick here so wireless headphones for TV so we're gonna add those into wireless Sennheiser headphones so what I want to make sure is I have at least one keyword for every ad group here and I want to make sure I'm adding the top keywords for the monthly searches I'm gonna stop adding every single one of these now so kids AKG look but if you were doing this you would continue to add this AKG kids key you would keep on you know adding those things so for now we're gonna keep the ad groups we have because we obviously have a ton here so let's go to over here but you could just see the important some people build their campaigns without you know putting tons ad groups we already have 21 ad groups and we could probably add more and more as we keep going so Sony Wireless so right now I'm just gonna make sure I have at least one per ad group and we're just gonna keep on filling this out so beats by dre just make sure we're in the right one kind of gets frustrating when you're adding more and more ad groups down here he keeps jumping up and down so just something you kind of deal with we're gonna add dry headphones beats by dre okay for now that's good we're gonna get rid of some of these top audio but you know what we would keep doing is adding to those and what I'm gonna show you is how we're gonna keep adding to be so bluetooth headphones I felt Skullcandy would have a little more search volume alright so we're gonna see here is like samsung bluetooth bluetooth noise canceling what you can try to start doing is depending on the keyword volume you have for something you can create even more ad groups that where you separated out so this would be worth it here so waterproof is a good example so we have bluetooth right here so what I do is go Bluetooth waterproof so we're gonna save that and we're gonna take this waterproof keyword at it and I would keep looking up bluetooth waterproof headphones for more ideas so we see bluetooth headphones for TV so what I'll do is go Bluetooth TV save and we're gonna take this for TV and add that there so basically what what we're doing is we're gonna continue to organize our our keywords as best as possible so the way you want to think about your AdWords campaign is you have your campaign your ad groups your ads and your keywords are within your ad group so you want every keyword to match the ad as best as possible someone types in Bluetooth headphones you want them to go to a page filled with Bluetooth headphones 246,000 people search that and about every month now let's just say someone types in samsung bluetooth headphones you want to return an ad that says bluetooth Samsung headphones so I know I added some to these so these ad groups but what I would do if I'm building a brand new campaign is go Bluetooth Samsung so you see if we did this right now for the headphones I could probably sit here for an hour and show you how to build every single one so now we're adding that there I can try sit here for an hour and go into all these different things so wireless running in here over here noise cancelling has basically different ways that you can keep narrowing them down and segmenting them and that's just something to keep in mind and you want to think about it as your landing pages so if you have landing pages for every single one of these ad groups you're gonna have really successful campaigns because you can see up here we have bid ranges I'm so daily forecast daily costs you could see let's just say we bid we have all the keywords we have below we haven't even built it out that much and we bid 28 cents on every keyword per day it's saying that we can drive up to 2,000 clicks per day for about 300 dollars so pretty solid there and you see there's just so much volume here that if you had a really good website where you're selling all these headphones and you have a good profit margin you can you can have a great campaign and maybe you go up to your bids you go up to something like $2 you can see that per day you can get over 6,000 clicks you know it's gonna cost you a seven thousand dollars a day but you know for a lot of websites that's you might be able to make your money back with this depending on how well you structure your campaigns because if you're sending you know 10 people to Bluetooth Samsung per day that are interested 10 people to Bluetooth TV per day are interested you know hundred people the Skullcandy 100 people the iPhone you really start to have some some great results from your campaigns because you continuously improve things you keep building out your keywords so right now what we're gonna do is once you do this I would continue to build this out probably for about another hour so I do Bluetooth noise-canceling cheap Bluetooth I would do every single thing like that anything that's over the average monthly searches I would say if it's over probably about here two thousand when you start getting lower with Sennheiser bluetooth headphones you might just want to throw that in the Sennheiser ad group maybe you structure that out a little bit more but you know you start getting down here oh but maybe you add jaybird which is 1900 but you know are you gonna add a sale ad group no Bluetooth headphones with microphone it's probably not really worth it for the 880 that's something as you're you know you come into budget constraints or you you know when you're trying to find budget constraints when you have too much budget which I've had problems with before in different niches you start to add some of these keywords and segment them out and just bid a little bit higher on them but you know for now I think this is a good starting point for us to show the next so let's say you build everything out what I would recommend depending on what your niche is and what your market is your ad groups 20 is really a minimum I would say you should have tons and tons of ad groups unless you have a really focused campaign you should want to have tons of ad groups and keep your everything very separate so Bluetooth even seven keywords in Bluetooth you know let's just see I won't here we go so I'd probably take out some of these so I'd probably take out wireless Bluetooth in ear headphones to something maybe I just do in here you know Bluetooth in your headphones you know stuff like that in here and you know and I Bluetooth in your wireless Bluetooth in here this could be their own thing so now I'm down to five keywords so just something to keep in mind close this so what we're gonna do here to make things really easy is we're already in Adwords so this keyword planner is a google adwords product so we can do here is click Save to account and we could do create a new campaign so what I'm gonna do is do campaign name let's just do head phone sales default bid so this is how much you're gonna be bidding for every click so you see our bid range up here if you want to play around with the forecast over here sorry I know that's a little faded but if you don't play around with the forecast a little bit you can kind of see your daily forecast at the bottom default bid I usually start low so let's just start with something like 45 cents daily budget this is whatever your daily budget is do this for 30 days so take your monthly budget divided by 30 31 28 however many days or that month let's just say I want a 10 dollar daily budget for now labels known and we're gonna do save and continue so once you save it it's gonna clear our plan over here and it's gonna build it into the account so here's what's gonna say is create ads for your new campaign so this is what you want to do so I'm actually gonna go over this on the next video because I really just want to focus on keyword research for right now but what you would do is so we just made the campaign everything we're back in AdWords here we're gonna go over to campaigns and we're gonna go to headphone sales so by default so now you'll see we have all our ad groups added here let's just show for example in our Bluetooth ad group we have all these different keywords so by default when we imported these they're all broad match keywords I'm not a huge fan of broad match keywords it's really something that I try to avoid at all costs I'd rather do exact match keywords or phrase match keywords because they they still have a good reach and I don't have to worry about a ton of unrelated searches so if you're not sure what that means what broad match keywords means what I would do if I were you is the next step let's just say you followed this video and you're here what I would do if I were you is come over the columns over here so this and do modify columns I might already have it added so so you're gonna see match type so make sure you come into attributes and add match type to it click apply it might be all the way over here so what we're gonna do is every single one these broad match we're going to change to phrase or exact so phrase match keywords means someone could type in best Bluetooth headphones 2017 and it'll still match because it has that phrase in there whereas if it's at best 2017 Bluetooth headphones it wouldn't match because you have 2017 in here it throws off a whole phrase so I like phrase match because you know you're getting a pretty related search otherwise exact match is good there's a lot of a keyword volume here so maybe we just do exact match for now so what you want to do is come over to a match type and make sure every keyword in every ad group is an exact match keyword there we go change match types change match type from broad match to exact match and we'll do apply so now every single keyword in this ad group is so maybe if we just come in to headphone sales so now this is every single keyword that we're bidding on so we just click up here go to edit change match types and change from broad to exact match apply so now every keyword we just added in is an exact match keyword so we know we're bidding on keywords that are highly relevant and we don't have to worry about you know broad match keywords wireless Bluetooth headphones might match for you know wireless Bluetooth business headset and it's just completely different so someone who's looking for a business headset might be completely different than someone you maybe you're in high school and you're looking for wireless Bluetooth headphones for when you're going to school or something like that whereas someone looking for a headset might be you know business man or woman trying to find that for their job so it's just you know that's kind of why you want to do exact match and I'm gonna go through finishing your campaign in the next step I'm gonna try to do something something good about building a campaign so people kind of know you know some advanced steps to take but thanks for joining me today