Continuing with the three keyword advertising word group structures mentioned earlier: brand words, generic words and competitor words, this time we will share in more depth the reasons for deepening the layout of keyword advertising structure. Each search word can be regarded as a signal of demand. Therefore, being able to accurately grasp the TA motivation behind each phrase and giving keyword advertising with matching word groups at the right time will help increase the chances of the brand being searched, create click traffic, and increase business opportunities.
According to Google's 2022 Grow with Google sharing session, three phenomena have continued to occur when observing Google searches in recent years.
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New keyword phrases are generated every day in Google Search, confirming that consumers continue to have a strong demand to explore new things and information through search engines, and are not limited to common and known search phrases
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Search terms are becoming more colloquialFor example: What should I do if I get sunburned in the summer? This shows that consumers are highly dependent on search engines and expect to quickly obtain personalized answers that are immediately useful.
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Consumers are becoming increasingly impatientAccording to statistics, people can buy things quickly, so searching for "where to buy" + "nearby" increased by 20%; they can quickly get "the best" + "now", which increased by 15%, including key information such as recommendations, rankings, and how the product is useful.
It is foreseeable that in the future, in the era of digital information explosion, consumers will continue to rely on search tools to quickly explore useful information. This is also the time for brands to think hard about marketing layout. Through netizens' search matching phrases, advertisements can be delivered in the right context.
For general keyword structure strategy, brands can start with the three major structures of brand words, generic words and competitor words, starting from consolidating the existing customer base that has an impression of the brand, and gradually expand outward to hunt for potential consumers in the search market.
(Source: 2022 Grow with Google)
For example, when we go to a store to shop, we may not know what we want right away.
There may be at least three situations:
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There are specific brands and products that you want to search for, for example: Quaker Ginseng Essence of Chicken
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There is no specific brand or product to purchase, but there is a general category search demand, such as: health food
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I have a need and I want to compare a few brands, such as chicken essence, Brand's, Quaker, Old Xie Zhen
From this, we can see that consumers are at different stages of their purchasing journeys, so brands can use a hierarchical keyword advertising structure to target netizens with various search motivations: stick to existing brand search customers, and actively attack potential customer groups with needs.
So how should we think about keyword layout? In addition to establishing our own marketing team, brands can also actively seek professional digital marketing consultants to provide accurate suggestions. Generally speaking, we will start from consumer needs, and work with brand owners to sort out product positioning and target customer groups, and gradually identify keywords at all levels.
As for the demand words that brands are competing fiercely for, brands can consider several aspects
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In terms of the product itself, search for the common word demand in the market itself; for example, eye care food may correspond to eye care, dry eyes, etc.
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When the advertisement is released, search whether there are seasonal seasons in the market, such as Mother's Day and New Year gifts, etc.
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Are your brand's products different from other brands? For example, three horizontal and three vertical lines for a natural down pillow. These phrases are relatively accurate. Although they have a small number of searches, they are also relatively cheaper and have the opportunity to attract groups that are willing to buy.
Currently, search consumers emphasize high relevance and are curious about the uniqueness of brands. Brand layout keywords should be closely related to product and service focus, as well as the uniqueness of the brand, and more reference should be made to the advertising methods of competing products, which can effectively build a keyword blueprint step by step. Of course, the digital search market is full of changes. Only by discussing with digital consultants and keeping an eye on trend changes at any time can you grasp the potential niches in the search market at any time.
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