Embarking on your first Google Ads (formerly Adwords) campaign requires a strategic approach to keyword selection. Avoid overwhelming yourself with extensive keyword lists, a common mistake among beginners. Instead, focus on a manageable set of approximately 100 highly targeted keywords. Attempting to manage a larger, unwieldy list can quickly deplete your budget if not handled effectively.
Fortunately, you can utilize several free techniques to identify targeted keywords with low competition. One effective method involves leveraging the Google Keyword Planner and Microsoft Excel.
To begin, search for “Google Keyword Planner” in Google. Once on the Keyword Planner page, locate the search bar and enter your primary keyword. After submitting your initial keyword, you will be presented with a list of related keyword suggestions. Scroll down to find the option to download these keywords as a .csv file (compatible with Excel). This will export the data into an Excel spreadsheet, transforming the visual representation of data into valuable numerical data for analysis.
Within the Excel spreadsheet, you’ll find columns labeled “Keyword,” “Competition,” and “Average Monthly Searches.” The two most important are ‘Competition’ and ‘Average Monthly Searches.’ To effectively evaluate keywords, you’ll need to combine the data from these two columns to create a comparative metric. Calculate the average of the “Competition” score (ranging from 0.00 to 1.00) and the “Average Monthly Searches.” The goal is to identify keywords with low competition and substantial search volume, which are ideal for cost-effective campaigns and high conversion rates.
Establish a benchmark average to filter keywords based on their combined competition and search volume. A benchmark of 0.50 is a good starting point, representing a balance between reasonable competition and adequate search volume. Keywords with an average significantly above 0.50 (e.g., above 0.60) should be avoided initially, as they are likely to be more expensive to bid on. Focus on keywords that meet or fall below your chosen benchmark.
To calculate the combined average in Excel, use the formula “=AVERAGE(cell_for_competition, cell_for_search_volume)” in a new column. For example, if “Competition” is in column B, row 2, and “Average Monthly Searches” is in column D, row 2, the formula would be “=AVERAGE(B2,D2)”. Drag this formula down to apply it to all the keywords in your list. Once you have calculated the averages, compare them to your benchmark and copy any keywords that meet your criteria into a separate text file.
Next, take this refined list of keywords and input them back into the Google Keyword Planner. Repeat the entire process: download the new keyword data into Excel, calculate the averages of competition and search volume, and compare them against your benchmark. Since you are now working with more targeted keywords, you should find an even higher proportion that meet your criteria. This iterative process helps to uncover increasingly relevant and less competitive keywords for your campaign.
Finally, carefully review your final keyword list to ensure that all keywords are directly relevant to the products or services you are advertising. By following this method, you’ll gain a solid foundation for building a targeted and effective Google Ads campaign.