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Google Ads Keyword Planner is a powerful tool that helps advertisers identify the most effective keywords for their campaigns. By using this tool, you can find keywords that are relevant to your business, have high search volume, and are likely to convert into sales or leads. Additionally, it allows you to identify and exclude non-converting keywords, saving your advertising budget and improving campaign performance.
Getting Started with Google Ads Keyword Planner
To begin, log into your Google Ads account and navigate to the Keyword Planner. You can find it under the Tools & Settings menu. Once there, you have two main options: “Discover new keywords” and “Get search volume and forecasts.” For identifying non-converting keywords, the “Discover new keywords” feature is most useful.
Discovering Relevant Keywords
Enter relevant terms related to your products or services. Google will generate a list of keyword ideas, along with data such as average monthly searches, competition level, and top of page bid ranges. Review this list carefully to identify keywords that are highly relevant and have a good search volume.
Analyzing Keyword Performance for Conversions
While Google Ads Keyword Planner provides valuable insights, it does not directly show conversion data. To identify non-converting keywords, analyze your existing campaign data. Look for keywords that have high impressions and clicks but low or zero conversions. These are your non-converting keywords that may need to be excluded or optimized.
Using Campaign Data to Identify Non-converting Keywords
Access your Google Ads account and navigate to the Campaigns or Keywords tab. Use the filters to view keywords with high click-through rates but no conversions. Export this data to a spreadsheet for easier analysis. Identify patterns or specific keywords that consistently underperform in terms of conversions.
Excluding Non-converting Keywords
Once identified, you can exclude non-converting keywords from your campaigns to optimize your ad spend. In Google Ads, add these keywords to the negative keywords list at the campaign or ad group level. This prevents your ads from showing for these terms in the future, saving budget and improving overall campaign ROI.
Best Practices for Managing Keywords
- Regularly review your campaign data to identify new non-converting keywords.
- Use negative keywords strategically to prevent irrelevant clicks.
- Combine keyword analysis with ad copy testing to improve conversions.
- Monitor your Quality Score to ensure your keywords are relevant and performing well.
By effectively using Google Ads Keyword Planner alongside your campaign data, you can refine your keyword list, exclude non-converting terms, and maximize your advertising ROI. Consistent analysis and optimization are key to successful digital advertising campaigns.