Better Planning and Creative for Google…

Better Planning and Creative for Google AdWords

This winter, Google announced two changes that will significantly impact AdWords marketers:

1) Google’s Keyword Planner is now combining similar keywords to report on average searches for keyword groups instead of individual terms.

2) They’ve (thankfully!) increased the number of characters marketers can use in AdWords.

This first change doesn’t seem like a big deal, but it could have negative consequences for companies who relied on the Keyword Planner to understand which terms, within a group of keywords, is driving the largest percentage of traffic.

The second change represents a positive opportunity, but only if marketers can keep pace with their peers and use the extra space to create relevant creative that improves (or maintains) their Google AdWords Quality Score.

For both changes, Hitwise can help close the gap and make sure marketers are getting the information they need to run successful AdWord programs.

Let’s look at the first change: simplification of reporting in Google’s Keyword Planner. Instead of relying on reporting by keyword group in Google’s tool, Hitwise clients can use our reports to understand search volume for individual keywords. Hitwise keyword analytics can also help marketers prioritise which keywords to focus on for both SEM and SEO. Our reports determine the most popular related terms used by your audience: which ones drive traffic to your site, your competitors’ sites or all sites within your industry.

Here’s an example: Let’s say this coming holiday an electronics retailer wants to promote their lineup of TVs through search. Instead of looking at an aggregate grouping of keyword volume for TV-related phrases in Google’s Keyword Planner, Hitwise reporting could identify which TV brand or feature was most important for consumers. Maybe it is Sony TVs, maybe LG… Are OLED TVs picking up consumer interest faster than UltraHD TVs? Promoting the right information in your ad can boost your relevancy, click rates and Quality Scores.

Our ability to help you predict consumer interest also applies to the second Google change: increased characters in AdWords. With more space to work with, marketers can now create messages that resonate with the particular consumer segment they’re targeting.

With Hitwise’s deep audience profiling and behavioral information, marketers can determine what type of consumer is searching for a particular keyword – then hone in on what motivates that audience. When you know what appeals to your audience – what content interests them and what language prompts them to convert, you can craft this messaging into your AdWords copy.

As an example let’s look at the broad keyword, “shoes.” Given there were 2,364 different search term variations for ‘shoes’ within the past month, it’s important to understand who your ad copy for this generic term appeals to. When profiling those searching for shoes online, it’s no surprise that 66% are female, with most falling in the 25-34 age group. But delving a bit deeper shows that a large amount of these female are actually on the hunt specifically for theme shoes rather than style. For example ‘work’, ‘formal’, ‘wedding’, ‘casual’ and ‘sports’ were searched for more than ‘flats’ ‘sneakers’ or ‘heels’. Some even going as niche as ‘best indoor netball shoes’. Given this audience characteristic, instead of relying on generic copy, tailoring your ad to the relevant theme would work best, rather than relying on a broad term such as ‘shoes’.

These are just a few examples, but the opportunity is limitless. Given the important role of Google AdWords in most marketers’ media mix, incremental improvements in the effectiveness of your ads and can have a big impact to your bottom line.  With Hitwise reporting you’ll understand what your audience is searching for and what language you should use to ensure your ads are relevant and effective.

Contact us to learn how to get started with Hitwise keyword reporting.

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