You should also make sure that you are targeting any Google Ads keywords that your competitors are getting value from. There are a variety of tools out there that will help you track which ads your competitors are running. It’s also worth typing the keywords you are considering targeting into the search engines to see which ads come up for them.
For instance, with SEO, a large audience may be using keywords that you think are related to your products, but if you check the competition in the results, you might see that they are actually using these keywords to find and search for something completely unrelated to your products.
A digital marketing company could spend a lot of money on Google Ads for the single search term SEA (acronym search engine advertising), but find that many who see these ads are not converting because they are actually just fantasizing about beach holidays, see the example below to understand what we mean by this.
Search engines open up your business to a whole new world of customers. When selecting your keywords, it’s very important to put yourself in the user’s shoes and think about their intention and what they would expect to find when googling a particular term so that you can deliver exactly what they are looking for.
