Narrator: What is a keyword?
A keyword is simply a search phrase
that you wish to bid on in a Google ads auction.
So remember Google ads every time we bid on a keyword,
you are essentially entering an auction
and competing against other advertisers.
To be successful, you need to figure out exactly
what your potential customers would search for in Google
to find your website,
the service,
or the products that you offer.
For example, if we follow suit from the same website,
HSD Online,
you can see there have so many different products.
If we stick with our fan example,
we've got domestic fans,
we've got ceiling fans,
desk fans and so on.
So each one of these individual products
will potentially be something
that the customers would search for.
So as a result,
the potential keyword for that website
would be ceiling fan,
as this website offers ceiling fans.
Now each keyword has its own intent behind it.
So it's time to understand the keyword intent.
So keyword intent sometimes known as search intent,
represents the user's purpose for the search.
So I have two keywords below.
I have are ceiling fans worth their money?
And I have a best ceiling fan.
So these are two completely different keywords
and they have completely different intents behind them.
Someone's searching for are ceiling fans worth the money?
They're not really sure whether ceiling fans
are right for them.
They're still trying to justify it to themselves,
is it really worth the money?
Should I be buying a fan?
And so on.
And the second keyword best ceiling fan.
This person already knows that they need a ceiling fan
and now they're just looking for the best ceiling fan
that they can buy.
So this keyword has a much higher buyer intent
and will be more profitable if you target this keyword,
as part of your Google ads campaign.
We have the AIDA chart
on the right-hand side of the screen.
So A stands for attention.
I stands for interest.
D stands for desire.
And A stands for action.
So when it comes to finding keywords
that are going to make you the most money,
you're going to want to target keywords
that are further down the AIDA funnel.
If you talk at keywords at the top of the funnel,
such as attention and interest,
such as a keyword like, are ceiling fans worth the money?
You're not going to see that many conversions.
Why?
Because these people are more interested in your product
and don't have the desire or the action
to buy it at present
hence the keyword actually being a question.
It's good to note as well,
that there are two different types of keywords.
You have a short tail keyword
and you have a long tail keyword.
Short tail keywords are much more general search queries
consisting of one or two words,
while long tail keywords consists of two to five
or even more words.
Here's an example of a short tail keyword.
Ceiling fan.
Here's an example of a long tail keyword.
Best ceiling fans with bright lights.
Typically speaking long tail keywords
convert a lot better than short tail keywords
and the main reason why,
is because they're more specific,
so the customer knows exactly what they're looking for.
If someone goes onto Google
and they type in best ceiling fans were bright lights,
then they land on your website
which is all about ceiling fans with bright lights,
the chances of them converting
and actually buy one of your products,
is going to be quite high
that's if your prices are competitive.
But essentially long-tail keywords
convert a lot better than short tail keywords.
Now do bear in mind
when I say long tail keywords,
I'm talking about long tail keywords
that have high buyer intent behind them.
So essentially keywords
that are further down the AIDA funnel.
The AIDA funnel will help you a lot
when it come to determine ,
are you targeting the right keyword?
So now we know what a keyword is
and we understand the intent behind a keyword,
it's time to actually dive into a bit of keyword research.
I'm gonna show you exactly
how you can find keywords to target for your website.
I'll see you in the next video.