Whether in content marketing or a Google AdWords campaign, the role of keywords cannot be underestimated. It’s one of those things some people are quick to ignore, but which could very well spell the end for business.
To that end, you need to be working overtime to find the right keywords for your campaigns. Unfortunately, this isn’t always as easy as it sounds. Most of the top keywords are extremely competitive. On AdWords, those competitive keywords can be very expensive.
As a shrewd business person, you may want to preserve your budget by avoiding these overly costly keywords at least until you have a winning formula. On the flip side, cheap keywords rarely return a profit. That’s why other marketers ignore them in the first place. Paying for them would be akin to throwing your money down the drains.
This leaves you with only one option, to find potential keywords that haven’t become too competitive yet. The following are three ways to unearth these unknown high-performing keywords;
1. Invest in Keyword Search Tools
Keyword search tools are software programs specially designed to help marketers find the right keywords for their campaigns. You’re required to enter the parameters of your search, including your target audience, geographic location, and type of business, and then the tool looks up and returns the most relevant keywords for your business.
It doesn’t end there; some keyword search tools are now built in such a way that you can consistently monitor high performing keywords in your industry. This would allow you to keep your ads and content relevant throughout. Some of the best keyword search tools out there include; Soolve, KWFinder, and WordTracker Scout.
2. Learn From Your Competitors
There are several approaches you can use here. But one of the easiest and most effective methods is manual checking. The first step is to identify the products or services of focus. For instance, you can choose to check one of the products in their video blogs. After picking the product, go to Google and search that product or service (we recommend that you use Chrome for your search).
On the first page of results, click the first item on the list. Once you’re on the desired page, click Cmd + Alt + u to view the page source. Here you’ll find the code for that page. Now, check the whole page for non-branded keywords, focusing on titles and headlines. You’ll learn all the keywords they use to rank so well on search engines.
3. Use Google to Rig the Game
Finally, you can also use Google to find the right keywords for your digital campaign. Since you probably already know about auto-complete and related searches, we’d advise that you shift attention to three other useful sources for unique, often unknown keywords; Google product taxonomy, Google sets, and Google Trends.
Google Taxonomy is used as part of the mechanisms for Google Shopping for categorization of products. Google Sets can be found via the “Google Sets” category found in Google Spreadsheets. Lastly, Google Trends is a special website created by Google to help users learn what people are searching at different places in the world.
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While not a complete list, these three sources should help you find unique, yet inexpensive keywords for your marketing campaign.