- Keyword research in Google ads for your e-commerce store.
I'm going to show you exactly how to do it
so you can target the right keywords, with your ads.
Let's go.
(gentle upbeat music)
Hey guys, Sam Baldwin here from keycommerce.com.
And today I'm going to show you exactly
how to do keyword research for your e-commerce store
in Google ads, so you can target people.
And I'm gonna show you how to do this for free,
no frills, exactly how I do it.
If you want to go deeper with your keyword research,
I'll also talk about an advanced tool that I use
for all my accounts.
Okay, so keyword research is so important.
It's something that you really need to do
before you start creating any ads at all in your account.
Doing this first, make sure that we're targeting keywords
and search traffic that people are actually using in Google.
And we can then make our ads incredibly relevant
towards these search terms.
It's super easy, so let's jump into my computer
and do some keyword research.
Let's go.
Hey guys, Sam here from keycommerce.com.
Now we're in my computer and I'm going to show you
how to do the keyword research, three different ways,
let's go.
Okay, cool. So we have here Keyword Planner.
This is Google's tool that allows you
to get some great ideas for research for your search ads.
Okay guys, so to find this, wherever you are
in the Google ads dashboard go to tools and settings,
Keyword Planner, click that and you'll get
to this page here.
Where am I gonna go next? Discover new keywords,
and we're going to start typing in a few different keywords
that give us an idea of what we're looking for.
You can also start with a website.
If your website you've got some great content
on there already, you can put that in
and it's going to go on find that for you.
So, you know, I'm going to put in here,
I'm looking for gardening tools,
and then tap to add that keyword in.
Gardening plants, seeds,
pruning.
Maybe that's not a good one, like I'm looking here
for different sort of keywords around the topic
for product searches generally.
Okay. So I'm going to select English is fine,
Australia is fine.
Let's get some results,
and it's going to then go and do some research basically,
and figure out some different keywords around here.
So, hmm. Okay. So these are the ones
that we actually provided, got gardening tools,
gardening plants and this is the search volume.
So gardening, has got a lot because of course,
it's quite a broad term, this is quite broad.
We can see here. Okay, these, these aren't as good.
These are more direct keywords.
Let's let's look at this, let's move this over here.
So it takes a bit of time just to keep working
and finding what could work.
Here we go, this is much better.
So these are more people looking
for specific search queries here.
So gardening tools, yep. That's fine.
You know, and tells you a bit about the bid
that you can expect but I wouldn't trust this too much,
just because your bid is going to differ based
on your actual, you know, your quality score,
your website, the market, who's bidding on these keywords.
And so, you know, part of it, yeah google has
that information, but until you actually run the ads,
it's really hard to know.
So I prefer putting in some sort of bid at the start
like 50 cents to a dollar, maybe $2,
depending on what product you're selling,
but then actually optimizing those bids based
on the profitability.
And I make other videos on how to do that on my channel.
Anyways, so we've got all these gardening tools
and then it's broken up all these
different gardening tools here.
Now, what you could do then is use this in like a sort
of by average monthly searches.
And you're just getting some ideas
because your first campaigns,
you're really just trying to get them set up
so they start collecting data.
They might get some conversions initially, that's great.
And you want to target these keywords
but until you actually get those ads in front
of real people, you won't know for sure
what's actually going to convert.
So anyway, I would go through here
and there's a little thing here
where you can actually add these to the side
and plan it out but what I like to do is go through
and make out a Google sheet and then make a list
of all these keywords there.
And then I would go, get that list, get it already.
And I would also do these,
these other ways I'm going to show you in a second,
but get that list there and then start building
out the ad copy for those ads, for those ad groups.
I've got another video where I'm going to go through
how to build out the ad copy and the ad groups.
But here is what we want to do to start getting
that sort of search keywords for our Google ads campaigns.
So that's just one example,
let's try it out for an actual store.
So, let's add in, this is like an Australian store here.
I haven't tried this out yet, like for this store.
So let's try it out.
Use entire site, let's do it.
It's going to go crawl that site
and give us some keyword ideas.
You can put in your own one in there.
Very awesome, great stuff. So this is all there.
Australian made garden tools, all garden tools,
garden, garden hotel.
This is fantastic, yeah. This is exactly what we want
and we can get that information.
You know, you might even, you know, a garden tool,
maybe that's a brand and I'm not sure.
Maybe that's just what they're recommending,
best garden tool.
These generally, like garden cutter,
people are searching for that sort of stuff.
But to get even more buying intent from your campaigns,
you can put in keywords like buy garden cutter,
buy garden digging tools.
Just to get more of a buying intent of someone
who's actually looking to buy this online.
Anyway, so you want to build out that list,
get all into a Google sheet,
and then you'll start planning out your actual ad copy.
The next thing you want to do is go into,
if you running campaigns already,
this is another, the second way to get great keywords.
This is what I really recommend
after you've run your campaigns for awhile,
is going into your campaigns and then going down
to the keyword section and go to search terms, okay, cool.
So what this tells you is basically,
what people are actually searching before they convert
and before they actually click your ads.
So we can actually look here and say like the number
of impressions, the number of conversions and see,
you know, some of these are actually our exact match.
So we've actually added keywords already,
but this one here it's pulling up phrase match.
So we don't actually have that as exact match yet.
And broad match troublesome, you know, these ones here,
they could be added as an exact match
if they haven't been added already.
And we're seeing, okay, these ones are actually converting.
And this, there's a lot of data here
'cause this is like quite a big account.
So there's a lot of data here coming through,
but for whatever your campaigns are,
go to the search terms report
and have a look at what's actually converting.
What's generating, you know, maybe there's some keywords,
like some search queries you haven't added
but because you have phrase match
or broad match keywords in your account,
it's showing you that people are really searching
for these other terms, that you haven't added in yet
but people are searching for them.
So that's another way to do keyword research
and to branch out your campaigns into other areas.
So that's the second thing to do.
The third thing to do, which is like,
shortcuts a lot of what I've just done here.
And that's to actually look at your competitors
and do some research with a tool like SEMrush.
I'll leave a link in the description to SEMrush.
You can go check that out.
Like it's an affiliate link but like I recommend it
'cause that's what we use for all the clients,
all our own stores and we use it all the time.
It's, you know, I only recommend stuff here
that I actually use myself but yeah.
There's a link down there, go check it out.
You can get a free trial and use it for a month, I believe.
I think you might have to still put in your credit card
but you can cancel it. You know, that's totally fine.
But here, what you can do is start putting in
different search queries.
But what I love to do is go to competitors.
This one here, for example, these guys here,
they're a big competitor in Australia
for gardening tools, home improvement they're...
I think they call it a Depo store,
what do you guys call them over in the US?
Not sure, but yeah, this is what we call them,
Home Improvement store,
I think that's what we call them over here.
I can't remember, I don't even know myself.
But anyway, so what you want to do here is put
in their domain and it's going to tell you
what they're actually bidding on.
So if you're coming into a new niche with a new brand store,
you can come in and make sure you change the country
to where they're actually targeting.
Because it's going to show the right data.
And so with, you know, all this search traffic here,
you know, it shows you the organic rankings,
which is amazing, keyword trends over time,
which is awesome, you see it here.
After COVID everyone started going crazy
with home improvement.
I remember this store was one of the only ones that was open
while everyone else closed down during our lockdown.
And, you know, there were like they had a traffic jam
in the actual. (chuckles)
In the whole place, like it was crazy.
Anyway, so yeah you can get the organic traffic
but we want to go down to advertising research here
and see what they're actually bidding on
for their pay traffic in Google ads.
And you can basically take what they're using.
And if they're a bidding, you know,
they're paying a lot for these keywords,
there's a good chance
that they didn't just set the campaigns up
and forgot about them.
They're optimizing their campaigns based on what's working.
And so you can go in
and see based on the extra traffic volume, for example,
I've just sorted it by this, it's loading now, great.
So these are all the keywords that they're paying for
and it tells you the estimated volume,
the percentage of traffic that it makes up
for their total traffic.
So that branding keyword, makes up the majority
of the traffic, that's normal it's a strong brand.
And how much it's costing them in USD, that's great, trends.
But the main thing here is just having these
in here and seeing what they're actually searching for.
So, searching, there're keywords they're targeting, sorry.
So, for example, they're bidding on lawn mower, floor lamps,
LED strip lights. These are ideas for you and your home.
Okay, and you might see things here that you didn't really,
you weren't using before,
and you can use these as great examples.
A lot of their stuff are like people searching
for the brand and the keyword.
That's what you're gonna do and you're gonna be able to do,
especially once you build up a brand and people know you.
They know what your store is about
and they want to search for products on your store.
And that's really common, that's what happens
with the last example as well For many
of the different campaigns.
But yeah, that's something that's absolutely amazing.
You can also see the ad copy and ad history over here.
Now, we use this all the time,
and you'll run this on multiple...
They're just using on one store, competitor.
Go through other competitors and go through
and check out what everyone's doing.
And it's great to see all in one go.
Okay, you need to upgrade for that one,
so we didn't have that one on own.
But you can go, let me go back.
So you should be able to see the ad history.
The other one, but yeah.
So you're gonna have to upgrade,
we don't have that one right now and this one,
we sometimes will upgrade downgrade when we,
depending on how much we need this,
but yeah, it's a fantastic tool guys.
We use it all the time, seriously.
It's the best one for Google ads, but yeah.
You're going here and you'll get to see pages
and all this other stuff,
as well as like all this other analysis, that's great,
especially if you're doing organic and SEO for your store,
which is what I really recommend.
I haven't made enough videos on this topic yet
because people don't really realize how powerful organic
and SEO is for e-commerce because people are just obsessed
with traffic because they wanna start the store.
But that longevity, that organic traffic brings is in sane.
See, anyway, this will tell you like how they've changed ads
'cause these guys have been pretty consistent
but basically you will be able to see here,
maybe they stopped running certain ads or certain keywords
and it only started recently.
So they're doing something for a long time, you know,
okay that's probably been working for years.
So let's target that as well.
Anyway guys, that's it for this section here
on the different ways that you can do keyword research.
I really hope that helped.
Thanks so much.
Okay, guys, that's how you do keyword research
for Google ads for your e-commerce store.
If this video was useful for you guys,
give it a thumbs up and please leave a comment below
if you have any questions at all
about doing keyword research for your e-commerce store.
If you want to learn more
about growing the e-commerce store,
please check out my channel and consider subscribing.
I make a lot of tutorials, just like this one,
that helped you guys grow your Google ads account,
your e-commerce store, your email marketing.
Every part of your e-commerce store, it's all here
on my channel. Thanks so much for watching
and I'll see you in the next video.
Bye for now.
(gentle upbeat music)