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Introduction to Digital Marketing – Keyword Strategy

2 years ago

581 words

Keywords are the fundamentals of online marketing.

They are the words we enter into search engines, like Google, to find answers to questions, conduct research, or purchase products and services. There is currently a popular commercial for Google’s Artificial Intelligence Software that repeats the phrase, “Make Google Do It!” Well, we have been making Google do it for quite some time now. However, what you may not know is…Google tracks our online searches through keywords and that information is shared with advertisers using a program called Google Keyword Planner. Yes, we are so grateful to be a part of such an advanced digital age, where we can “make Google do it.” That being said, have you ever wondered how Google keeps getting smarter, and companies seem to be better and faster at targeting the right customers at the right time? While many factors play a role in why this is so, it all started with keywords.

Google’s Algorithm ranks websites online. The first page of search results, as you may have guessed, contains the most relevant information through the help of computing this. In Digital and Consumer Search Marketing class (MKT 363) at the University of Michigan Dearborn, we learned that online ads are ranked based on your quality score and bid. Quality score is made up of expected clickthrough rate (CTR), ad relevance, and landing page experience. Your bid specifies the amount of money you’d like to spend on ads for a particular month. Keywords are extremely important in online marketing campaigns, which Google also makes possible for us, through a software power tool called Google Adwords. Through Google Adwords, you can create ads and base them off of keywords chosen. Ads are campaigned through the Google Search Network, Google Display Network, and the Youtube Network. Ads are found on desktop and mobile devices today.

Did you know that the keywords you enter into Google not only benefit you and your online search, but companies as well? The keywords consumers use help industries identify target markets and provide products and services accordingly. Over time, businesses become smarter and more profitable. They are able to analyze and compare popular keywords in the market, and pay money for them, while correlating them with their market strategy. Businesses and entrepreneurs alike can purchase keywords through digital marketing campaigns and use helpful tools like Google Keyword Planner to see their potential value.

The length of keywords are either considered long-tail or short-tail. Long-tail keywords typically tell us that the consumer is closer to making purchase or advancing further in their online research. Google offers free resources like the Google Adwords Keyword Planner to help advertisers develop their keyword strategy.

Google Adwords is a free tool that advertisers use to create their ads. With this tool you have access to your campaigns, as well as, reports documenting campaigns of other advertisers using the same keywords as you. The Search Terms Report shows the exact words that consumers searched for at the time your ad popped up. The Auction Insights Report helps advertisers increase their ad ranking on Google. High Ad Rank means your website is visible on the first page of the Google Search Network. This report also allows users to compare impressions, or views of their ads and essentially help them make decisions about bids, budgets, and most importantly, keywords.

As we can see, keywords are extremely important. They are used in ads amongst multiple platforms and help Google recognize patterns.




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