PALAVRAS-CHAVE NO GOOGLE ADS 2024: MUDANÇAS, TENDÊNCIAS E MELHORES ESTRATÉGIAS PARA VENDER MAIS

Summary

The video discusses the importance of understanding the intent behind keyword searches when choosing keywords for Google Ads campaigns. The speaker emphasizes the significance of considering the various meanings and types of searches related to a keyword, as well as the different potential audiences. He advises starting with exact match keywords, gradually progressing to phrase and broad match as experience grows. The speaker warns against creating campaigns with diverse audiences targeted through multiple broad keywords, as this can lead to inefficient ad spend and confuse the campaign's intelligence. He stresses the need to grasp the limitations of what a keyword can achieve and the importance of using professional ad copy to further segment audiences based on their specific needs and intents.

Takeaways

• 👍 Keywords are the heart of search network advertising, especially for Google Ads, where they make up 80-90% of the core focus.
• 🔑 The intent behind a search query is crucial - go beyond just the keywords to understand the user's intent.
• ⚡ Start with exact match keywords, then expand to phrase and broad match as you gain experience and alignment between keywords, ads, and landing pages.
• 👥 Keywords define the audience for a campaign - avoid combining different audiences in the same campaign as it can lead to complexity and inefficiency.
• 💥 Using broad match keywords for different audiences in the same campaign can be disastrous and even catastrophic for performance.
• 🎯 Understand the limitations of what a keyword can deliver - it may not bring the exact audience you want, so use ads to segment and target more precisely.
• 💡 Use professional ads that not only generate clicks but also segment the audience based on their responses.
• 🔍 Search anonymously and analyze the results to better understand the intent behind a keyword search.
• 🧠 Google's machine learning algorithms are becoming more sophisticated in understanding user intent and providing relevant suggestions.
• 🏆 Mastering the hierarchy of campaigns and keywords in Google Ads is a skill that few people truly dominate.

Q & A

What has been the heart of Google Ads for many years?

Keywords have been the heart of Google Ads for many years.

What are the best strategies for choosing keywords in 2024?

The best strategies for choosing keywords in 2024 involve understanding the intention behind the search, starting with exact match keywords, avoiding creating campaigns with different audiences, and understanding the limitations of what keywords can bring.

How has the understanding of keyword matching changed over time?

Initially, there were different types of keyword matching like broad match, phrase match, and exact match. However, the understanding has evolved to focus more on the intention behind the search, rather than just the literal keyword.

What should be the first step when choosing keywords?

The first step should be to question whether all people searching for a particular keyword have the same intention and to consider more specific intentions behind the search.

Why is it recommended to start with exact match keywords?

It is recommended to start with exact match keywords because they are more restrictive and allow for more control over the audience before moving to broader matches.

What is the issue with creating a campaign with different audiences through different keywords?

Creating a campaign with different audiences through different keywords can lead to a more complex campaign management, confusion, and potentially harm the overall intelligence of the account.

What can be a disastrous strategy for keyword selection?

Using many broad match keywords with broad terms can be a disastrous strategy, as it can lead to attracting the wrong audience and wasting a lot of money.

What is the present the speaker wants to give to the audience?

The speaker wants to give the audience the understanding of the limitations of what a keyword can bring, and that keywords alone cannot bring the exact right audience.

How can an ad help segment the audience beyond just the keyword?

A professional ad can help segment the audience by asking questions and targeting specific responses, rather than just relying on the keyword alone to attract the right audience.

Why is it important to understand the limitations of keywords?

Understanding the limitations of what a keyword can bring is important because, in many cases, there may not be a specific keyword that perfectly matches the desired audience, so the ad needs to do additional segmentation to target the right people.