Keyword Planner Usage for Ad Group Keyword Expansion

Objective:

The objective of this SOP is to guide the user on how to effectively use the Keyword Planner to come up with additional keyword ideas to add to ad groups that have four or fewer keywords in them.

Key Steps:

1. Access Google Ads:
   • Go to Google Ads and navigate to Tools on the left-hand side.
2. Open Keyword Planner:
   • Keyword Planner should automatically open. Click on “Discover New Keywords.”
   • Duplicate the tab to easily switch between Keyword Planner and the ad group being worked on.
3. Select Ad Group:
   • In the duplicated tab, go to Ad Groups and select the specific ad group to work with.
   • Navigate to Search Keywords within the selected ad group to view existing keywords.
4. Analyze Existing Keywords:
   • Review the performance of existing keywords, focusing on clicks and impressions.
   • Set the date range to analyze performance over time.
5. Generate New Keyword Ideas:
   • In Keyword Planner, input successful keywords and click “Get Results” to generate new keyword ideas.
   • Filter results by targeting the state for accurate keyword suggestions.
6. Select Relevant Keywords:
   • Identify keywords with low to medium competition and top-of-the-page bids in the low range.
   • Choose keywords that are relevant to the services being advertised.
7. Add New Keywords:
   • Click the blue plus button to add selected keywords to the ad group.
   • Ensure to update ad headlines to align with the new keywords added.
8. Monitor and Adjust:
   • Keep track of the performance of new keywords over the next two to four weeks.
   • Review search terms regularly to exclude irrelevant terms using negative keywords.
9. Consider Match Types:
   • Start with broad match for testing and adjust based on performance.
   • Consider using phrase match for more specific targeting if on a low budget.

Cautionary Notes:

• Avoid overlapping keywords within the same ad group.
• Regularly review search terms to exclude irrelevant terms.
• Monitor budget allocation when testing new keywords.

Tips for Efficiency:

• Duplicate tabs to easily switch between Keyword Planner and ad groups.
• Focus on keywords with low competition and high search volume.
• Update ad headlines to match new keywords for better ad relevance.
• Start with broad match for testing and refine targeting based on performance.
• Regularly monitor and adjust keyword performance to optimize ad groups.