In the world of organic search results, it’s anything but lonely at the top. Websites that rank first in an organic search earn almost double the amount of traffic as the site ranking second, and the traffic percentages only degenerate from there.

It’s a bleak existence for sites positioned after the third or fourth rank in a search, so if you are serious about keeping your brand’s name out of the Google result wasteland, you’ve probably enlisted the help of Google AdWords. It’s quick, targeted and has a wide reach, not to mention it can be completely cost-effective — if you are doing it correctly.

That’s right; AdWords can’t be your omnipotent saviour all on its own, you’ll need to develop a strategy. Here are a few overlooked AdWords truths that can help you cultivate your campaign this summer. Once you’ve sewn a few of these tactical seeds you’ll be able to kick back, relax and watch the results bloom.


1. There are three types of keywords

It’s important for businesses to keep in mind that there are three types of keywords that consumers use when searching online. First, they do their research, then they compare products and lastly, they search with the intent to buy.

Research stage: During this phase, the consumer doesn’t know exactly what he or she wants, so the search typically has generic, simple terms. Let’s say the consumer is looking for a tent. During the research process he learns there are all different types of tents: dome, geodesic, ridge, tunnel, etc. Keep in mind the consumer has not decided on a brand yet.

Comparison stage: As the consumer continues to peruse the search results for the generic term, things will start to get more specific. He can read reviews and pit two products against each other. If he is in the comparison stage, he might use phrases like:

Kathmandu v. Robens
Kathmandu tent reviews
Kathmandu prices
Kathmandu warranty

We don’t particularly recommend bidding on phrases like this. They can end up being a waste of money as they are simply being used by those searching for an answer while investigating a future purchase.

Buying stage: By this point, the consumer has his credit card beside him, ready to make a purchase. This is the point where coming up with the right keywords is essential. It’s likely the consumer knows exactly what he wants, just not where to find it. A “buyer keyword” will have the following:


So let’s assume the consumer that was searching for a tent has made a decision. He wants to go with Kathmandu and the tent model he wants is the Retreat 270 Tent v2 in “sage green,” so his search phrase may be “Kathmandu Retreat 270.” Buyer keyword phrases are specific. Bid on these specific-to-your-brand words as they usually lead to sales.

2. Try dynamic keyword insertion

This is a big time saver. Instead of writing a new ad for each keyword, Google will update your text with the keyword that is used to target your ad. It makes your brand more relevant to potential customers while making it easier for you to create unique advertisements for a large number of keywords.

3. Ad position has less effect on CTR

This may seem a little disjointed to what was said in the opening paragraph, but hear us out. If you are using AdWords to advertise your brand, Google will highlight the keyword that is being searched for by a user. That way, even if your site isn’t the first result, they keyword that is relevant to the user will show up bold in your ad. It allows the user to see that your ad is still relevant to them, when it would otherwise be overlooked.

If you’re having trouble piecing together the right AdWords campaign for your company, don’t worry — we can help. Get in touch with our Digital Manager, Veronica Nobbs. She will happily provide you with a free, no obligation account audit.