The cheat sheet on getting keyword research right for effective SEM
There’s a lot to get right with Search Engine Marketing (SEM), and one of the critical things for effectiveness is your keyword research. Not sure where to start? Don't worry — we’re here to break it down into simple steps you can follow.
What is SEM, and why should you care?
Let’s start at the beginning. If you’re not sure what SEM is, it’s the paid ads you see at the top of your Google or Bing searches. It’s a way to pay to be noticed for terms that are relevant for you – like if you sell Black T-Shirts, and you want to show up on someone’s search for “plain t-shirts”. Google handles about 3.5 billion searches every day, so getting your ad in front of those eyes can be a game-changer.
But how do you make sure your ad shows up when people search for things related to your business? That’s where keyword research comes in. By finding the right keywords, you’re making sure your ads pop up for the right people at the right time.
The basics of keyword research
Know who you’re talking to
First things first, who are you trying to reach with your ads? Understanding your audience is key. Think about their age, interests, habits, and even where they live. Once you know who they are, it’s easier to figure out what they might be searching for online.
Build your keyword list
Start with a simple list of words and phrases that relate to your business. This is your "seed list." It might include:
Brand Terms: The name of your business or anything closely related.
Product Terms: What you sell—like "organic coffee beans" or "custom t-shirts."
Audience Terms: Words your audience might use when looking for something you offer, like "best gifts for coffee lovers."
Use keyword tools to get smarter
You don’t have to guess which keywords to use. Tools like Google Keyword Planner, SEMrush, or Ahrefs can help you out. These tools show you how often people search for certain words, how much competition there is for those keywords, and even suggest other keywords you might not have thought of.
Group and organise your keywords
Now that you have a bunch of keywords, it’s time to organise them. Group them based on how relevant they are to your business and what your audience might be searching for. This way, you can target the right people with the right ads.
Pick the right keyword match
When setting up your ads, you’ll need to choose how closely the search terms need to match your keywords. Here are your options:
Broad Match: Your ad shows up for any search that’s somewhat related to your keyword. This gives you the widest reach.
Exact Match: Your ad only shows up if someone searches for your exact keyword phrase. This is more focused.
Phrase Match: Your ad appears when someone searches for a phrase that includes your keyword. It’s a nice balance between broad and exact match.
Keep an eye on things
Once your ads are running, don’t just set it and forget it. Check how your keywords are performing. Are people clicking on your ad? Are they actually buying something after they click? If not, you might need to tweak your keywords or try some new ones.
Why good keyword research is so important
Getting your keyword research right isn’t just about picking words that sound good. It’s about understanding what your customers are really looking for and making sure your ads show up when they search. Here’s why it matters:
You reach the right people: When you know what your audience is searching for, you can make sure your ads are seen by people who are actually interested in what you offer.
You save money: Focusing on the right keywords means you’re not wasting money on ads that don’t bring in customers.
You improve your rankings: By targeting the right keywords, your website can become more trusted and visible over time, even in regular search results.
Keyword research might sound complicated, but it’s really about understanding your audience and using the right tools to find the words they’re searching for. Once you have those keywords, you can set up ads that reach the right people and drive more traffic to your site. With a bit of practice, you’ll be a pro at creating SEM campaigns that not only get noticed but also convert clicks into customers.
