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

Adriano Gianini

30 Jan 202416:46

Summary

TLDRThe 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.

Outlines

00:00

🔑 The Evolution of Keyword Strategy in Google Ads

The script begins by emphasizing the historical significance of keywords within Google Ads, asserting they were once the core of the platform. Despite the introduction of various networks within Google, keywords are still considered crucial, accounting for 80%-90% of Google Ads' essence. However, the landscape of keyword strategy has evolved, moving beyond simple keyword matching to include approximate variants and more sophisticated targeting. The speaker introduces themselves as Andriano Genin, a digital marketing specialist and creator of a traffic generation course. They highlight the shift from reliance on broad, phrase, and exact match keywords to focusing on the searcher's intent behind queries. Examples are given to illustrate how understanding the intent can influence ad targeting, suggesting a move towards more nuanced and strategic keyword selection to align with Google's advanced algorithms.

05:02

🧠 Advanced Keyword Strategies for Targeting in 2024

The second part of the script delves into contemporary strategies for selecting keywords in 2024, emphasizing the importance of aligning with user intent for effective targeting. It discusses the limitations of broad match keywords and advocates for starting with exact match keywords to refine audience targeting before expanding to broader matches. This approach, combined with real intelligence, can optimize ad spending and increase the relevance of traffic. The narrative then warns against the complexity and potential pitfalls of managing campaigns with diverse audiences through different keywords. It underscores that keywords define the campaign's target audience and that mixing too many different target audiences can complicate campaign management and dilute its effectiveness.

10:03

📊 Mastering Google Ads Campaign Hierarchy with Keywords

This section addresses the intricacies of managing Google Ads campaigns, focusing on the strategic use of keywords to define and target specific audiences. It stresses the importance of understanding the hierarchy within Google Ads to utilize keywords effectively, cautioning against the risks of mixing different target audiences within the same campaign. The speaker illustrates this point with examples, highlighting the potential for confusion and inefficiency. This segment advises on the disciplined use of keyword targeting to maintain clear and focused campaign objectives, ultimately leading to more successful outcomes.

15:04

💡 Optimizing Ads with Targeted Messaging and Keyword Limits

The final part of the script offers advanced insights into optimizing advertising efforts by understanding the limitations of keywords and the power of targeted messaging. It emphasizes that keywords alone cannot ensure targeting the exact desired audience, especially in cases where the service or product category encompasses a wide range of specific interests or needs. The speaker suggests using ads not just for attracting clicks but also for further segmenting the audience through the messaging, thereby enhancing the precision of targeting. They conclude with encouragement to leverage these strategies for better performance in digital marketing campaigns and offer their training course for those seeking to deepen their expertise.

Mindmap

Keywords

💡Keyword

The term 'keyword' refers to the words or phrases that people use to search for information on the internet, especially in search engines like Google. In the context of this video, keywords are the foundation of Google Ads and are essential for defining the target audience for advertising campaigns. The speaker emphasizes that keywords used to be the 'heart' of Google Ads and were responsible for around 80-90% of the success of campaigns. Examples used in the script include 'suporte para microfone' (microphone stand) and 'pizzaria delivery' (pizza delivery).

💡Search Intent

Search intent refers to the underlying purpose or goal that a person has when they perform an internet search. The video emphasizes that understanding the search intent behind a keyword is crucial for effective advertising. The speaker suggests that it's not just about the literal meaning of the search term, but the intention behind the search. For example, when someone searches for 'suporte para microfone' (microphone stand), they might be looking for different types of stands, such as desktop stands, articulated stands, or stands for specific microphone models. Understanding the various intents behind a keyword can help advertisers target the right audience and improve their ad campaigns.

💡Keyword Match Types

Keyword match types are the settings that determine how closely a user's search query needs to match the keyword for an ad to be triggered. The video mentions three main match types: exact, phrase, and broad. Exact match means the search query must match the keyword exactly, phrase match allows for some additional words before or after the keyword, and broad match shows ads for searches related to the keyword. The speaker recommends starting with exact match to target a more specific audience, then gradually expanding to phrase and broad match once the campaign is optimized. Examples used include 'microfone sem fio lapela' (lapel wireless microphone) for exact match, and 'suporte para microfone' (microphone stand) for broad match.

💡Target Audience

The target audience refers to the specific group of people that an advertiser wants to reach with their ads. In the context of this video, the speaker emphasizes that the keywords chosen for an ad campaign define the target audience. He gives examples such as 'microfone sem fio lapela' (lapel wireless microphone) and 'pizzaria delivery' (pizza delivery) to illustrate how different keywords attract different target audiences. The speaker warns against using too many keywords that target disparate audiences in the same campaign, as it can lead to poor performance and a lack of optimization.

💡Broad Match

Broad match is a keyword match type in Google Ads that allows ads to be shown for searches that are related to the keyword, even if the search query doesn't contain the exact keyword. The video cautions against using broad match with ambiguous or overly general keywords, as it can lead to the campaign targeting irrelevant audiences and wasting ad spend. The speaker gives the example of using 'suporte para microfone' (microphone stand) as a broad match keyword, which could trigger ads for various types of microphone stands that the advertiser may not be targeting.

💡Ad Relevance

Ad relevance refers to how closely an ad matches the user's search intent and interests. The video emphasizes that it's not just about choosing the right keywords, but also about creating ads and landing pages that are highly relevant to the target audience. The speaker suggests that ads should not only attract clicks but also help segment the audience further. For example, an ad for 'advogado trabalhista' (labor lawyer) could include questions to identify if the searcher is an individual seeking legal representation or a company looking for a labor lawyer. This approach helps improve the relevance of the ad and the overall campaign performance.

💡Keyword Limitations

Keyword limitations refer to the constraints that keywords have in accurately defining and targeting a specific audience. The video emphasizes that advertisers should understand the limits of what a keyword can deliver in terms of the audience it attracts. For example, 'consultório odontológico' (dental clinic) could attract people looking for various dental services, such as orthodontics, implants, or general dentistry. The speaker advises advertisers to recognize these limitations and use ad copy and landing pages to further segment and target the desired audience.

💡Conversion Tracking

Conversion tracking is the process of measuring and analyzing the actions that users take after interacting with an ad, such as making a purchase or filling out a form. The video briefly touches on this concept when the speaker warns against using too many different keywords in the same campaign, as it can make tracking and optimizing conversions more complex. Effective conversion tracking is essential for understanding the performance of ad campaigns and making data-driven optimizations.

💡Account Structure

Account structure refers to the organization of campaigns, ad groups, and keywords within a Google Ads account. The video suggests that few people truly understand the importance of a well-designed account structure for optimizing ad performance. The speaker advises against using too many broad match keywords or targeting disparate audiences within the same campaign, as it can 'pollute' the account's intelligence and make it harder to optimize campaigns effectively.

💡Advertising Strategy

Advertising strategy refers to the overall approach and planning behind an advertising campaign. The video emphasizes several key considerations for an effective advertising strategy, such as understanding search intent, choosing the right keyword match types, targeting the appropriate audience with ads and landing pages, and maintaining a well-structured Google Ads account. The speaker highlights that a poorly thought-out advertising strategy, particularly in terms of keyword selection and usage, can lead to wasted ad spend, poor campaign performance, and difficulty in optimizing campaigns.

Highlights

Keyword is the heart of the ad network, and for many years, keyword was the heart of Google Ads.

The intention behind the search is very important, not just what the search term means but the intent of the person searching.

The Google algorithm has evolved to understand the user's intent based on their sequence of searches.

It's recommended to start with exact match keywords, and then move to phrase match and broad match as you gain experience and alignment between keyword, ad, and landing page.

Avoid creating a campaign with different audiences, as the keyword defines the audience for the campaign.

Having multiple broad match keywords in a campaign targeting different audiences can be disastrous.

Understand the limits of what a keyword can bring, as a keyword like "dental office" doesn't specify the exact service the user is looking for.

Ads should also segment the audience, not just generate clicks, by using questions or statements that help identify the user's specific intent.

The ad should be able to segment the audience within a broad keyword, as there may not always be a highly specific keyword available.

Disclaimer: The video covers the evolution of keyword match types, from broad, phrase, and exact match to the now-obsolete broad match modifier.

Broad match is not just the broad term, but also the match type that can show ads for hundreds of millions of variations.

It's not wrong to have many keywords, but it can lead to complex campaign management if they target different audiences.

Few people truly master the hierarchy and structure of Google Ads campaigns to use different audience keywords correctly within the same campaign.

There are often many services within a broad keyword like "dental office," so the ad needs to segment the specific service the user is interested in.

The keyword is the starting point, but the ad should further refine and segment the audience to align with the specific products or services being offered.