Let’s start with the basics. Google AdWords is largely intent-based marketing, meaning prospective customers are seeking out information by Googling words or phrases. You bid on keywords, long tail and short tail, branded, non-branded, and you pay when a user clicks on your ads.
Intent Marketing: marketing a product or a service based on consumers’ intent to adopt, purchase or consume that particular service which may have been either explicitly or implicitly conveyed by the subscriber.
- Source: Wikipedia
Long Tail Keyword: A long-tail keyword is a keyword phrase that contains at least three words (though some say two or more is considered long-tail)
- Source: Hubspot
Short Tail Keyword: Search terms or phrases with that are shorter than long tail phrases. Their shorter length makes them less specific than searches with more words, which results in them having generally higher search volume.
Branded Keywords: You company name and combinations of your company name with additional search terms.
Non-branded Keywords: General words, like shirt or cars.
The Secret Sauce:
Since AdWords is intent-based, you need to plant the right seeds in your prospective customers’ minds, to steer them toward your company.
If you run ads on Facebook or Instagram, you have a perfect platform to do this.
Weave the keywords and phrases that you bid on in Google AdWords into the copy you write for your Facebook / Instagram / display ads. That way, even if a prospective customer doesn’t click on your ad, if they search your company name along with the words or phrases that you embedded in your ad copy, your business is more likely show up at the top of the result.
Simple. Logical. You’re welcome.
Learn more from Hawke Media’s July White Paper: The Power of Search Engine Marketing.