Semantic analysis: Choosing the right keywords for your SEM strategy
In today’s digital age, it’s quite rare for an advertizing professional to recommend a digital marketing strategy without using Google Search Ads
October 19, 2020
In today’s digital age, it’s quite rare for an advertizing professional to recommend a digital marketing strategy without using Google Search Ads. However, not everyone truly understands why Google Search ads is an online marketing tool.
What are Google Ads and SEM?
In short, your paid ads will be displayed along with your organic search results. This kind of advertising exists on most search engines, like Yahoo and Bing, but they fall short of rivaling the power of Google’s engine.
Source: La tech dans les étoiles
How does this help your marketing strategy? The answer lies in the way most people use Google. We turn to Google when we have a problem to solve, regardless of its nature. Whether we are looking for the best restaurant in the area, the best running shoes or the latest activities, it’s a safe bet that our quest will begin and end on Google. In other words, we are talking about conversion intention and online search psychology.
Search psychology for online marketing
Any online action taken in favour of your business, what is known as conversion, begins with a Google search. The nature of a Google search and how it evolves over time are extremely important. As a digital marketing expert, this is where you start your analysis.
How do people who are looking for answers or solutions to their problems search for what makes sense? This is where keywords come into play. Keywords are highly strategic and are used in a Google Ads campaign to determine conversion intention. In semiotics, the “keyword” is the signifier of the problem that is “signified.” Since the relationship between signifier and signified is arbitrary, people will use different keywords to search for a solution to the same problem. It is therefore important to conduct in-depth keyword research to not exclude any terms that your target audiences might associate or use to describe your product or service—even if they are not terms that your company uses to describe your offer.
Choose the right keywords at the right time
Source: New Breed
In other words, the keywords used in a Google search means users are now in the conversion funnel. There are many representations of this funnel, but overall it looks like:
Seize the right opportunity with Google Ads
Seize the right opportunity with Google Ads
The first thing to carefully consider is the solution you have to offer to a particular problem, since that is the whole point of an advertising campaign on Google Search Ads. Before even thinking about ads and keywords, you have to ask yourself the right questions:
Once everything has been well-thought-out, it will be a question of positioning yourself in the conversion funnel in order to capture users’ attention at the most opportune moment. How do you do this? By selecting keywords that match the conversion stage and tailoring your message to reflect that stage.
In fact, describing a product in too much detail in the awareness phase will be useless because users will not yet understand your solution’s ins and outs. Also, asking users to clarify their intentions when they have already chosen a product or service will have no impact. Let’s examine the aforementioned example again and how impactful a misalignment between your ads and where users are in the conversion funnel can be. If your company sold sleep aids, you could:
Finally, you will have to pull out all the stops to differentiate yourself from the competition. You do not want to get lost in the crowd by using sales arguments identical to those of your competitors. You want your ads to be relevant and different from other offers.
Why use Google Ads?
Advertizing on Google fits more naturally into the buyer’s journey. Google therefore makes it possible to reach target audiences that are active and in search of a solution. The audience is more qualified and further along in the conversion funnel. If your SEO is not optimal, Google ads can pack more of a punch. And if that doesn’t convince you to try advertising on Google, know that 65% of all high intention searches result in an ad click and visitors acquired by the ad are 50% more likely to buy as are organic visitors .
ABOUT THE AUTHOR
Passionate about digital marketing since 2012, Tai DILEUTH has specialized in paid search engine marketing (Google Ads) to help companies develop high value-added products or services. Today it is with the challenge of accompanying customers on Google and Facebook that he is part of the Turko Marketing team.