So you have brainstormed your first keywords and expanded your list by researching what people actually
type on Google.
So now what's next?
In this lecture, you will learn how to identify the most valuable keywords thanks to the buyer's journey.
Yes, actually, some of them are worth more to you than others.
Remember the buyer's journey we've seen in the introduction and the difference between broad Semin broad
and specific keywords?
People give away their intentions through the search terms they use, and this information is literally
goal to marketers.
That's how you can make an educated guess how far they are in their buying process.
And the hotter the lead, the more valuable it is.
The buyer's journey has three stages.
So let's take a closer look at each one of them.
In the beginning of the buyer's journey.
People are in the awareness stage.
They have a problem, but no idea how to solve it and use broad keywords to describe it.
They try to gather as much information as they can to educate themselves about their problem by reading
blog posts, watching YouTube videos and asking their friends.
For example, imagine somebody who wants to lose some weight but has no idea how to do it.
And they go on Google and type in something like how to lose weight, which is very, very broad and
broad keywords are least valuable because people are still far from becoming a lead for your business.
At the same time, these keywords allow to get a lot of traffic to your website so that people get to
know your brand.
Then people get to the consideration stage.
They now have defined and understand their problem and are committed to researching all of the available
approaches to solving it.
They use Semin broad keywords in order to figure out the best way to solve their problem.
They could type in, for example, something like best diets to lose weight or best exercise to lose
weight or how to lose weight.
Counting calories, which are all broad keywords, semi broad keywords are more valuable than broad
ones because they bring more qualified leads to your website who are much closer to buy something.
So you definitely have to advertise at this stage.
On the other hand, these keywords will bring less traffic to your website than broad keywords because
they are simply more precise.
And finally, people get to the decision stage.
They have chosen the best solution to their problem and are now looking for the best companies and products
to buy it from.
They use specific keywords to get to know different brands, compare their products and select the best
one.
And once they find their favorite provider, they typically type in their brand name in the search bar
to get to their page and sign up.
So they use keywords like weight loss nutritionist near me or Zumba classes for weight loss in Brooklyn,
or best apps to count calories and lose weight.
Specific keywords and brand keywords are the most valuable for you because people are deciding where
to sign up.
They will bring the least traffic to your website, but it will be definitely the most qualified traffic
you could get.
Let's take the examples we used before and categorize the keywords we found into broad Semin, broad
and specific, so you get a feel for it.
So we will start with Startup Express, where I already brainstormed many keywords and expanded my list
with the Google tools.
Here's the list of the keywords I came up with.
Paused the video for a few minutes and tried to categorize them on your own and then we can compare
with how I did it.
So here is how I organized them into broad Semin.
Broad and specific keywords use this opportunity to organize similar keywords into a category in order
to prepare your account structure and what will later be your ad groups.
For example, all the keywords that include find and startup ideas can be put into one category.
This will already lay the groundwork for the next section on how to structure your account into campaigns
at groups, keywords and ads.
The example of Aimé selections is even more tricky because the lines between broad Semin broad and specific
keywords can be really blurred sometimes.
Here are all the keywords I came up with during the brainstorming session and the Google search.
Pause the video if you like to try to do it on your own.
So this is how I categorized these keywords into broad, semi broad and specific ones.
You might notice that the broad keywords are not really that brought.
The only difference they have with semi broad keywords is that the location is more vague.
They mention more French Riviera or Cortazar versus Con Monaco or some Turpie.
There is no point for Aimé selections to buy two broad keywords because.
They will simply not have enough budget for the other key words that are already extremely competitive
and cost a lot.
So you might ask yourself, should you buy the names of your competitors, some businesses by the names
of their competitors as keywords, especially in the beginning when they are not very well known.
It's not forbidden to do it on Google ads as long as you don't mention the competitors name in your
ad text.
But even then, some competitors might send you a cease and desist letter.
So it's tricky.
Generally, it's not seen as a great practice on Google because competitors can start doing the same
and then it creates a bidding war between all of you.
But the truth is that it's very common and it can be a strategic move in some cases, especially in
highly competitive industries like food delivery or apartment renting, for example.
Don't get me wrong, I'm not encouraging it here, but I just want you to know that it exists.
The last example is LATAM digital marketing.
We haven't done a full keyword list for them yet, but you can brainstorm some keywords to add to the
list if you're missing them in some of the categories.
Here are those I have found on the Google keyword planner and some more I found was the Google search.
Pause the video if you like, to categorize them by yourself.
So this is how I organize these keywords into broad, semi broad and specific ones.
Google ads is not just great for B2C businesses, but also for B2B businesses like this one.
If you work in B2B like LatAm digital marketing, your best leads will be marketers who are looking
to outsource.
Think about how they could search for a new agency and try to put yourself in their shoes.
What would you type if you had to outsource this job within your company?
Try to find as many different ways to look for it as possible.
So let's recap.
The buyer's journey isn't a linear process, and there are many back and forth between the three stages.
Try to notice your own behavior when you're looking for things on Google to get a good feel for it.
Ideally, you have to be present across all the three stages of the buyer's journey, especially in
the beginning when your brand isn't very well known because that's how people might discover you.
But you have to be aware of what each key word is worth to you.
Depending on where people are in their buyer's journey, this will help you to better assign campaign
budgets and keyword bids.
That way you will spend the most on specific keywords a bit less on Semin broad keywords and the least
on broad keywords.
You have to find a good balance between buying broad Semin broad and specific keywords because you want
to get quantity and quality.
You want to get quality leads, but definitely not at the expense of having just one lead per month.
Right.
And you want to get thousands of leads, but not at the expense of all of them being unqualified.
So you will have to manage your budget in such a way that you spend more on the most valuable keywords
and less on the least valuable ones.
So now it's up to you.
Think about the keywords you have already found for the company you want to advertise which of them
are more valuable to you than others.
Categorize them into the three types of keywords reflecting the buyer's journey.