If the keywords you are using in your advertising campaign are not bringing you the leads you thought they would be, perhaps you are not targeting related terms or relevant keywords that you had not considered in the first place.
How to find these keywords? Use your imagination:
get help from SEO tools (e.g. SeoZoom) or Google's Google Suggest;
interview some end customers , to better understand what they are looking for;
ask your colleagues : the company's sales people first and foremost, or the product/service experts, because who better than them knows the main topics of the sector?
Search Terms Cleaning
A key phase of advertising campaigns on Google Ads is the constant cleaning of search terms : it is essential to work on negative keywords to filter the target as much as possible, eliminating searches by irrelevant users. In this way, you can improve the quality of visitors to your landing page.
If you already know that there are a number of search terms that are not relevant to your business, you can create a list of negative keywords in advance in the shared library of the Google Ads panel.
This way, you can filter traffic and save time managing campaigns in the future.
For example, if you are advertising for a company new zealand whatsapp number data that sells duvets, you can immediately exclude terms such as “jackets”, “jackets” and all brands that make duvets in the sense of down jackets/coats.
The importance of audience segments
Audience segments are groups of users who share certain characteristics, whether temporary (a common need at a given moment; certain actions performed on your site) or long-term , such as interests or socio-demographic characteristics.
Google Ads allows you to select these audience segments and test them in various campaigns. There are three types:
in market;
of affinity;
personalized.
In In-market Segments , users are categorized based on their purchase intent, which is based on what they are actively searching for or planning to purchase.
Affinity Segments , on the other hand, group users based on passions, habits and interests that refer to various topics (e.g. Shoppers; Food and Restaurants; etc).
Finally, Custom Audiences are built based on a mix of data and information, such as the keywords used by your ideal customers related to products and services they searched for on Google, the websites visited, the applications used by the target.
The basic suggestion is to identify all the audience segments that could be most similar to the interests of your target, and test them.
Next, analyze the results : keep the best performing ones and discard the ones that are less or not at all effective, until you get a steady flow of quality leads.
We are perhaps simplifying a little with segments, because it also depends on whether you use segments in observation (and then the discarding of the less performing segments is relative), or in targeting (in this case measuring the performance and filtering the segments is essential).
