What would you do if you found that the keywords you selected for your AdWords campaign are not performing and generating impressions as they should be and have the status “low search volume”
The reality is that sooner or later, you’re going to purposely or accidentally choose low search volume keywords. So, what do you make of it?
We are always excited about Google AdWords because there are so many features, opportunities, and tools that can help you get optimal results.
And talking about getting the most results out of your ads, bear in mind that every advertiser wants to reduce the cost per click (CPC) and increase the click-through rate (CTR)
It’s going to be difficult if you’re targeting “low search volume” keywords. However, these sets of keywords aren’t bad, but the overall impact on your campaign is what you should look out for—because it can affect performance negatively.
Let’s discuss 3 proven techniques that will help you to manage low-search volume keywords in your campaign and increase your Return on investment (ROI).
But first, the basics…
Overview of low volume keywords
What are “low search volume” keywords?
It’s a term used to describe a situation where your keywords don’t have enough search traffic on Google search. It’s very common with long-tail keywords or new branded terms and it means your keywords won’t trigger ads or will remain inactive until the search traffic for the keyword increases.
It’s frustrating to find selected keywords that are relevant to your product can be marked as low-search volume keywords. But this doesn’t mean you can’t change the outcome! We have found several techniques that will help maximize AdWords spending and increase your Return on investment (ROI).
Here are some proven techniques you can implement to make your low-search volume keywords highly profitable:
1. Change Match type
It’s no news that only a few people will search for a term with 5 – 6 words in a certain order. That’s usually the problem with long-tail keywords. However, long-tail keywords convert better than head keywords—Hence, we target them in our ad campaigns.
If a particular keyword is labeled “low search volume,” the way around it is to change the keyword match type from whatever type you’re using to the Exact Match Modifier type (if the keywords are brand specific). That way, people searching your exact product or keyword will push your ad to be displayed.
2. Find new keywords
If your top keywords have triggered the low-search volume label, you need to make a smart decision to get other keywords that are similar, drive the same meaning, and have high search volume instead of sticking to your low or no-clicks-keywords.
How do you find similar long-tail keywords?
While you can use tools to find long-tail keywords, you might want to use uncommon techniques to find them as well, as too many people use these same tools already.
Simple ways to select long-tail keywords can be as simple as typing the short keywords into Google and seeing what it recommends.
Other options are to use Google AdWords Keyword Planner to find and analyze new keywords for your ad campaign.
To get started researching new keywords, log into your Google Keyword Planner tools Account and enter your target keyword to get other related keywords suggestions with higher search volumes. Make sure to click on the “Get ideas” button.
3. Broaden your geographical targeting
Make no mistake about it, the rich targeting features that AdWords provides have caused a lot of people to fall in love with digital advertising. It ensures that your ads only get to those likely to be interested in what you have to offer.
Keywords offer a viable way to target your ads to the right audience, but it’s not the only way. Geographic targeting can also help ensure that you’re reaching the right people in cities, states, and languages that matter to your business.
If your business has a flexible service area, for most long-tail keywords, expanding your target area will likely raise the volume enough to trigger ads. You can use the radius targeting; target other neighboring cities, states, or countries to see how your keywords level up.
All in all, the best Google ad clicks are generated when you have an understanding of the searcher’s intent and what drives their search. It doesn’t matter whether you’re focusing on Google Search Network or Display Network, low-search volume keywords are not entirely a waste of your precious time and money. Find profitable ways to make them relevant and useful for your campaign. Let your Ads run for at least two weeks once edited, review the campaign data and make changes to fine tune your campaigns, like a well oiled, money making machine!
If you need assistance, give one of our team members a call today, to discuss your strategy and improve your campaigns!