Measuring Purchase Intent of Keywords
Lesson 13 from: Google Search Ads FundamentalsSharon Lee Thony
Measuring Purchase Intent of Keywords
Lesson 13 from: Google Search Ads FundamentalsSharon Lee Thony
Lessons
The Power of Search Marketing
1Class introduction
02:12 2How Do People Search
05:10 3What Can You Learn From Search
02:12 4SEO vs. SEM
03:44 5Search vs. Social (Push vs. Pull)
00:58 6How Google Serves Ads
02:03 7Quiz: The Power of Search Marketing
Campaign Setup Best Practices
8Google Campaign Types
03:26 9Objectives and Conversions
01:25 10Ad Extensions
02:43 11Quiz: Campaign Setup Best Practices
Keyword strategy - Ad Groups
12Types of Keywords
02:52 13Measuring Purchase Intent of Keywords
02:14 14Brand vs. Non-Brand Keywords
02:26 15Keyword Research
07:16 16Identifying Proper Match Types
04:26 17Quiz: Keyword strategy - Ad Groups
Bidding Strategy
18Bidding Strategy
05:31 19Quiz: Bidding Strategy
Search Ad Hall of Fame / Ad Copy
20Search Ad Hall of Fame
10:32 21Quiz: Search Ad Hall of Fame / Ad Copy
After the Click: Landing Pages, Results and ROAS
22Landing Page Best Practices
03:55 23Tracking Results & Google Tag Manager
07:13 24Google Analytics
04:11 25Quiz: After the Click: Landing Pages, Results and ROAS
Optimization and Refinement
26Optimization and Refinement
08:57 27How to Optimize for Voice Search
05:17 28Quiz: Optimization and Refinement
Summary
29Conclusion
00:44Final Quiz
30Final Quiz
Lesson Info
Measuring Purchase Intent of Keywords
when we look at short tail versus long tail keywords, What we see is that there are more searches for short tail keywords meaning the more general the term, the more people are looking for this, it's just a higher amount of traffic and a higher number of searches that happens. So if we were thinking about sneakers, Nike sneakers, primarily, what you would see is that before someone is even ready to buy this type of product, they might just be searching for something general like shoes or sneakers. It's a one word phrase, it's usually pretty short, it doesn't have a brand involved and they're just kind of browsing so many more searches, a higher search volume. Therefore, when it comes to bidding and a bidding strategy, there's a higher competition for these types of general words and therefore a higher budget would be needed to even be able to bid for your ad. To be shown when someone's searching generically like this in the middle of the funnel, people are using two or three phrases. S...
o men sneakers, men's running shoes, maybe even Nike running shoes. And so therefore they're closer to wanting to make that purchase there. Now. Much more focused on what they're looking for. There's a medium level of competition when it comes to these sort of medium tail keywords as I'll call them and you won't be paying as much for these phrases, but you'll also probably not be getting as much R. O. I in that phase of consideration either and the more descriptive phases or the long tail keywords are much longer phrases as you can see here in red Nike Men's running shoes. So very deliberate about what the user is looking for. It's branded, it's got a product type. It even has a color and a search for this would be much lower volume, meaning there are less people searching for this specific phrase and therefore when it comes to a keyword strategy, also less expensive to be able to bid on this specific phrase, but you get a higher percentage of conversion off of bidding for this phrase. So if you're a store selling Red Nike Men's running shoes, your smartest strategy, especially if you have a limited budget is to literally bit on phrases like this. It allows your store to show up exactly when people are looking for this product and you'll see a higher conversion as well as a higher return on your investment.