What is the best way to use keyword research for display advertising campaigns?

1. Understand your audience: What type of content do they consume? What are the main topics and content categories? 2. Understand what are the main sources where they consume that content: specialized blogs, weekly/daily publications, magazines, social media etc. 3. Check what are the main trends on the internet for those categories: use tools such as Google Trends to understand what is driving people's interest in a given space 4. Use online tools that help you generate ideas for content that your target may consume, and use them as keywords 5. Have current AI tools help you by doing the heavylifting of campaign set up, and focus on optimizing them based on the data

Effective keyword research is essential for maximizing the relevance of your display ads, optimizing targeting, improving ad performance, and ultimately driving better results for your advertising campaigns. Key pointer to account for while you build on statergy Targeting Relevance Audience Targeting Cost Efficiency Ad Copy and Messaging Refinement of Campaigns Competitive Advantage

Sin duda, lo más importante y relevante de la investigación de palabras clave consiste en la obtención de información para entender de mejor manera a nuestra audiencia y en particular validar (o no) algunas ideas preconcebidas que podemos tener respecto a la percepción de nuestra audiencia. Dicho eso, los insights obtenidos de esa investigación pueden ser una fuente de inspiración para la comunicación visual a través de anuncios gráficos y muchas veces, amplia el marco conceptual y creativo en el que podemos desarrollar nuestros mensajes dado que nos aporta una visión más completa de las necesidades, de las ocasiones de uso, o de los conceptos e ideas asociados con nuestro producto o servicio.

Keyword research is important for display ads as it helps you understand your audience, refine targeting, enhance ad relevance, and optimize campaign performance. By incorporating effective keyword strategies into your display advertising efforts, you increase the likelihood of reaching the right audience with compelling and contextually relevant messages.

In display ads, keywords are essential since they guarantee that our adverts are seen by the right people. You enhance Relevance: By increasing the possibility that your advertising will show up on websites and platforms where your target audience frequently interacts It helps you to fine-tuned targeting: Ads are shown to people who are most likely to be interested in what you have to offer Your Cost-Effectiveness is improved and so you increase conversion And also with Strategic Ad Placement, you make sure that your display advertising show on websites and platforms that are relevant And last point, performance analysis: Tracking keyword performance ads is key to refine strategy if needed

Focus on understanding the audience, their interests, and how they search for products or services. First, define who your target audience is, including demographics, interests, and behavior; and define what problems the audience is trying to solve. Next, list all features and benefits of your product/service, and note your USPs. Then, get started with a list of words that sync between your product and service and what your audience may be trying to solve. Use tools like Google Keyword Planner, SEMrush, Ahrefs, or Moz to get a comprehensive list of keywords, and boil down to the relevant ones. See what the competition is using (and what they're not - opportunities to address). Assign intent to the keywords (this will define ad content).

Mas alla de las herramientas tradicionales podemos entrenar inteligencias generativas como chatgpt para que nos ayuden a descubrir nuevas keywords. Samsung Espa?a ya ha hecho pruebas en este sentido atendiendo no solo a un contexto mas de producto y marca sino tambien a un contexto de usuario (dudas frecuentes antes del momento de compra, caracteristicas especificas de producto, uso en un contexto social... etc) con resultados excelentes, demostrando que la investigacion es la clave para elevar los ratios de roas.

Tools like Google Ads Keyword planner are helpful in showing search volume, supplement this with a tool like answerthepublic.com to get deeper into full search queries. Most importantly, put yourself in the buyers position, and ask yourself what YOU would search for to find the product/service you are offering. Rinse and repeat.

Start by brainstorming keywords that directly relate to your product or service. Imagine you're promoting a trendy shoe brand. Keywords like "stylish footwear," "fashionable shoes," or "comfortable sneakers" might pop into your mind. These are the building blocks of your campaign. Next, use tools like Google Keyword Planner to expand your list. Google Keyword Planner can also suggest related keywords, helping you uncover hidden gems like "athletic footwear" or "casual kicks." Group your keywords based on themes For shoes, create groups for "running shoes," "formal footwear," or "casual sneakers." This helps tailor your ads for specific customers Regularly revisit and adjust your keyword list.

In my team we use the Google Ads Keyword Planner tool. It will give you ideas and estimates on important metrics such as search volume, competition, etc.

In a recent campaign for a tech startup, the keyword research process took an unexpected turn. Traditional keywords related to the product were not generating the expected traction. However, a dive into industry forums and social media conversations revealed a different lexicon used by the target audience. Integrating these unconventional keywords into the display ad strategy resulted in a surge in click-through rates. The lesson here is to stay adaptable and open-minded in utilizing keyword research insights for crafting compelling ad content.

Now, let's rock the stage! We've got our keywords; it's time to make them shine. Embed them in ad copy and headlines—the lyrics of engagement. Consistency is our roadie; sync keywords across ads and landing pages for trust. Want encore-worthy results? Tweak your targeting and bidding, turn up the volume on efficiency, and let your ROI steal the show.

Remember, it's not about stuffing your ad with keywords. It's about understanding what your audience is searching for, and crafting a message that resonates. So before you set up your next display ad, dive into some keyword research.

La utilización estratégica de palabras clave en anuncios gráficos es un pilar para la efectividad publicitaria. Integrar estas palabras en textos y títulos de anuncios y páginas de destino crea una sinergia que no solo mejora la relevancia y el atractivo visual, sino que también impulsa las métricas críticas de rendimiento como el CTR y el CVR. Este enfoque dirigido también permite una segmentación más precisa, alineando el mensaje publicitario con los intereses y comportamientos específicos del público objetivo. En última instancia, una estrategia bien orquestada de palabras clave puede ser el diferenciador en un mercado competitivo, optimizando el retorno de la inversión publicitaria y fortaleciendo la conexión con la audiencia.

Nutzen Sie Ihre Keywords, um Ihre Zielgruppe genauer anzusprechen. Basierend auf den Keywords k?nnen Sie Ihre Anzeigen für bestimmte demografische Merkmale, Interessen, Verhaltensweisen oder Standorte ausrichten. Dies erm?glicht es Ihnen, Ihre Anzeigen genau dort zu platzieren, wo Ihre potenziellen Kunden sind.

Keyword research isn't a one-hit wonder; it's an album. Track your performance with Google Ads reports, but don't stop there. A/B test like you're in a lab, experiment with different tunes, and gather feedback like a rockstar listens to the crowd. Continuous optimization? That's how a keyword symphony becomes a timeless classic.

The story of a fitness app comes to mind when discussing measurement and optimization. Initially, the campaign was performing well, but there was a desire for continuous improvement. Leveraging analytics tools, we identified high-performing keywords driving conversions. The subsequent optimization involved reallocating the budget to prioritize these keywords, resulting in a noticeable uplift in user acquisitions. This experience underscores the importance of ongoing measurement and strategic adjustments based on real-time data.

I've discovered it's helpful to categorize keywords into buckets such as affinity groups or topics. This method allows me to gauge which bucket of keywords brings the best Return on Ad Spend (ROAS). Over time, as we gather data, it's important to evolve our measurement plan for these buckets. For instance, longer, more specific keywords or branded keywords might produce different outcomes when paired with relevant messaging. Ultimately, success boils down to delivering the right message to the right audience at the right time.

Also consider other great tools outside of google such as SEM Rush, What Runs Where, and MoZ to just name a few off the top of my head

Hi I agree with other contributors: Using tools to monitor performance are key through different Kpis analysis. We can also analyse the relevance of these key words and improve them by segmenting by topics. And based on their performance you can choose to realocate your budget . For me AB testing is quite the most important because it can help you to innovate and find key words niches that can optimize our keyword strategy.

Reflecting on past missteps, a campaign for a travel agency stands out. The oversight was assuming that popular travel keywords equated to conversion gold. However, the high competition led to soaring costs and lackluster results. A correction was made by incorporating long-tail keywords and focusing on user intent rather than broad terms. The takeaway? Avoid the trap of chasing high-volume keywords blindly; precision and relevance are paramount.

Don't get crazy with paid ads (exception being LinkedIn as they convert well in B2B). It's fine to run paid ads for a brand campaign, providing air cover for a new campaign, or go-to-market motion but it needs to be orchestrated with other tactics. Paid Ad have a very low conversion for b2b (google ads convert at 0.9% which is the b2b industry avg last I saw and held consistent for years). When doing research look at your keyword gaps that are higher intent which you haven't built authority for yet. That's a great way to be scrappy as you build authority without paying much. Focus on the overall experience from the ad to the landing page. The experience matters and will help not only increase engagement but also conversions

The Outcome of keyword research needs to meet 2 main measures 1. Audience - behavior, affinity, intention, criteria 2. Objective of Campaign No Campaign would be 100% effective without measurement and optimization. Run AB tests and continuously optimize it until you get the desired results.

Evitar errores en la investigación de palabras clave es crucial en el éxito publicitario. El equilibrio es la clave: palabras demasiado amplias pueden diluir el mensaje, mientras que términos excesivamente específicos pueden limitar el alcance. La precisión no solo se refiere a la selección de palabras, sino también a su cantidad. Un análisis detallado y continuo, que tenga en cuenta la evolución del mercado y los patrones de la audiencia. Las palabras clave efectivas son aquellas que reflejan las tendencias, manteniendo la relevancia y resonando con las necesidades y el lenguaje del público objetivo. Un enfoque meticuloso en este proceso mejora el rendimiento de los anuncios gráficos, y también amplifica su impacto en un mercado saturado.

N'oubliez pas d'exclure les mots clés non pertinents dans vos campagnes en utilisant les 3 possibilités: >La requête large >Le mot clé exact >L’expression exacte.

It really is about keeping the intention of a given ad really tight, don't make one campaign to do everything, talk to everyone and hit all the marketing KPI's. Sounds obvious but it isn't. Specific creative and campaigns should do specific jobs and achieve certain KPI's. Optimise for that and be razor sharp on the lead attribution and what channels and campaigns are doing as a collective. You have to be in the detail and specific.

While using keywords for targeting strategies in display ads can be a good strategy, ensuring their relevance to your products or services is equally important. Irrelevant keywords may attract traffic but fail to convert into valuable leads or sales. Conversely, highly relevant keywords enhance engagement and drive conversions. Moreover, in some instances basic keyword targeting may not sufficiently capture the nuanced context required for effective targeting. This is where advanced semantic tools can play an important role. These tools delve deeper into the meaning behind words and phrases, considering their contextual relevance.

Consider other segmentation strategies within Display Ads, such as custom audiences and affinity audiences, and see which performs better for your business.

One thing I’ve found useful when targeting display ads are leveraging some of the platform’s targeting strategies available such as in-market, retargeting or broader audience through affinity groups. These strategies allow you to easily personalise your messaging to drive relevance of your product.

While keyword research is important and any successful omnichannel strategy uses one channel to inform another, its essential to keep in mind the direction of the industry & tech. Keywords aren't the future with things like Pmax & broad-style matching. So while using keywords to inform display works right now, the usefulness of this strategy is increasingly limited.