Data-Driven Keyword Research Boosts Google Ad Performance

Businesses from different sectors around the world leverage Google Ads as a tried-and-true means for driving traffic, increasing leads, and enhancing brand awareness, among several other benefits.  Although Google’s Keyword Planner offers a useful tool for finding new keyword ideas, other methods allow you to dig a little deeper and set up your campaign for success.  

Positioning for Google Ads Success  

Simply putting together Google Ad headlines and descriptions based on keywords that make sense to you is not an effective use of the tool or your budget. Recently, an international consulting and service provider approached TECH B2B Marketing for help on their Google Ads campaign. To find the keywords and search phrases that this company’s customers might use when looking for similar services, we performed a competitive keyword analysis that delivered data on organic keywords the business and its top competitors currently ranked for. This approach gave us a sense of what we were working with. At this point, we also generated an extensive seed keyword list for the campaign, which helps Google understand areas in which the client works.  

Before we could roll anything out, we also looked at their keyword negatives. As is the case with other companies we’ve encountered, the keyword negatives list was quite long because the company was unaware of this step. Keyword negatives in pay-per-click campaigns represent a way to remove search terms irrelevant to your business. For example, a machine vision company does not want their ad appearing with search terms related to prescription glasses or contact lenses. For this company, it meant going through a list of thousands of keywords that triggered their ads to remove the irrelevant terms.  

Putting Data Behind Decisions  

Once TECH B2B Marketing completed the upfront research and work, it was time to roll out a new ad group. Instead of replacing the old ad group, however, we ran the new ad alongside the existing one to put data behind any potential decision. We ran both ads over a 90-day period to see which performed better and saw the following results of our optimized ads and keyword strategy:  

  • 52.37% increase in impressions (14,842 to 22,615) 
  • 62.25% increase in clicks (408 to 662) 
  • 6.55% increase in click-through rate (2.75% to 2.93%) 
  • 34.78% decrease in cost per click ($2.76 to $1.80) 
  • 35.71% increase in conversions (14 to 19) 
  • 22.25% decrease in cost per conversion ($80.50 to $62.59) 

For the first 90 days of the new campaign, the click-through rate was just under 3%, but in the last 30 days (at the time of writing), the click-through rate is 4.5%. Monthly maintenance on the ads, of course, is still required here. Each month, we analyze the ad performance for necessary changes and continue to remove keyword negatives. Over time, we’ve seen the keyword negatives list get smaller and closer to the ideal search terms to be used by the client’s customers. In addition, we advise not adding too many keyword negatives to filter out potential customers.  

If your company needs help with Google Ads or SEO, or any kind of general content or marketing projects, TECH B2B Marketing can help. Contact us todayto learn more about our services.