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  • John Callanta

How to pick long-tail keywords for Google Ads

Updated: Aug 13, 2023

Google Ads is one of the most effective ways to reach potential customers online. It allows you to create ads that target specific keywords, and when someone searches for those keywords, your ad appears at the top of the search results. However, with so many businesses advertising on Google, it can be challenging to stand out from the competition. That's why it's essential to choose the right keywords for your ads. In this guide, we will discuss how to pick long-tail keywords for Google Ads.

What are long-tail keywords?

Long-tail keywords are search phrases that are more specific and longer than typical keywords. They usually contain three or more words and are often used by people who know what they are looking for. For example, instead of searching for "running shoes," someone might search for "women's running shoes for flat feet." Long-tail keywords can be an effective way to reach people who are closer to making a purchase because they are more specific and often indicate that the person is ready to buy.

Why choose long-tail keywords for Google Ads?

When it comes to Google Ads, long-tail keywords can be more effective than broad keywords for several reasons:

1. Less competition: Broad keywords are highly competitive, meaning that many businesses are bidding on them, making them more expensive. Long-tail keywords, on the other hand, have less competition, which means they are often cheaper to bid on.

2. Higher conversion rates: Because long-tail keywords are more specific, they attract people who are closer to making a purchase. This can result in higher conversion rates, which means more people are likely to click on your ad and make a purchase.

3. Better targeting: Long-tail keywords can help you target your ads more precisely. By using specific keywords, you can attract people who are looking for exactly what you offer, which can result in more qualified leads and sales.

How to pick long-tail keywords for Google Ads:

Now that we understand the benefits of using long-tail keywords for Google Ads let's discuss how to pick the right keywords for your campaign.

1. Start with your business goals:

Before you start selecting keywords, it's important to understand your business goals. What are you trying to achieve with your Google Ads campaign? Are you looking to increase sales, generate leads, or drive traffic to your website? Knowing your goals will help you select keywords that align with your objectives.

2. Use a keyword research tool:

Keyword research tools are a great way to identify long-tail keywords related to your business. Google Keyword Planner is a free tool that can help you find relevant keywords and estimate their search volume. Other paid keyword research tools like SEMrush, Ahrefs, and Moz can also provide useful information about long-tail keywords and their competition.

3. Identify your target audience:

Your target audience is the group of people who are most likely to buy your product or service. By identifying your target audience, you can select long-tail keywords that will attract the right people to your ads. Consider factors like age, gender, location, interests, and pain points when identifying your target audience.

4. Brainstorm long-tail keyword ideas:

Once you have identified your target audience, it's time to start brainstorming long-tail keyword ideas. Think about the phrases your target audience might use when searching for products or services like yours. Consider using Google autocomplete to see what related keywords people are searching for. Also, look at your website's content and product descriptions to find relevant long-tail keywords.

5. Focus on specific keywords:

When selecting long-tail keywords, focus on specific phrases that relate to your business. Avoid general terms like "shoes" or "clothing" and instead focus on more specific phrases like "women's running shoes" or "men

6. Look at your competitors:

Another way to find long-tail keywords is to look at your competitors. Analyze their ads and website content to see what keywords they are using. Consider using similar keywords but with a more specific twist to make them unique to your business.

7. Use negative keywords:

Negative keywords are phrases that you want to exclude from your Google Ads campaign. By using negative keywords, you can avoid showing your ads to people who are not interested in your product or service. For example, if you sell high-end watches, you may want to exclude the keyword "cheap watches" to avoid attracting people who are looking for less expensive options.

8. Test your keywords:

It's essential to test your keywords to see which ones are working best for your campaign. Start with a small budget and monitor your results. If a keyword is not performing well, replace it with a new one. By testing your keywords, you can optimize your Google Ads campaign to achieve the best possible results.

9. Use location-based keywords:

If your business operates in a specific geographic area, consider using location-based keywords. For example, if you own a pizza restaurant in New York City, you might use keywords like "best pizza in NYC" or "NYC pizza delivery." Location-based keywords can help you target people who are searching for businesses like yours in a particular location.

10. Consider the user intent:

When selecting long-tail keywords, consider the user intent behind the search. Are people looking for information, or are they ready to make a purchase? Understanding the user's intent can help you select keywords that will attract people who are most likely to take action. For example, someone who searches for "how to repair a leaky faucet" is likely looking for information, while someone who searches for "plumber near me" is ready to hire a professional. By selecting keywords that match the user's intent, you can improve your chances of generating leads and sales through your Google Ads campaign.


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