آموزش رایگان گوگل ادز( سرچ ادز پلاس) - استراتژی انتخاب مچ‌تایپ و کیووردها

Summary

This video script provides a deep dive into keyword strategy for both Persian and English campaigns, with a focus on the use of exact and phrase match types. It highlights the importance of analyzing user behavior, particularly the multi-step journey that leads to conversions, emphasizing that indirect actions shouldn't be overlooked. The speaker stresses the need to carefully consider keywords and negative keywords, offering insights into how different languages require distinct strategies. The video also warns against incorrect analyses of data, urging viewers to avoid simplifying conversion tracking and instead consider the entire user journey.

Takeaways

• 😀 Understand the importance of selecting the right keyword match types for both Persian and English campaigns.
• 😀 Be cautious when choosing exact and phrase matches; these can significantly impact how your campaign targets users.
• 😀 For Persian keywords, take into account the differences in typing and language structure when deciding on keyword strategies.
• 😀 When working with English keywords, avoid broad match keywords to prevent irrelevant traffic from entering your campaign.
• 😀 Analyzing user behavior is crucial. The customer journey can involve multiple touchpoints before conversion, so don't oversimplify your analysis.
• 😀 Never disregard the impact of keywords that might seem to have less direct influence, as they could be part of a larger user journey.
• 😀 Be mindful of negative keywords and refine them to avoid targeting irrelevant or ineffective terms.
• 😀 Google Ads data should be analyzed in conjunction with Google Analytics to get a full picture of campaign performance and channel effectiveness.
• 😀 Avoid making conclusions based only on last-click attribution models; instead, consider multi-step user behavior when evaluating conversions.
• 😀 Behaviors leading to conversions might involve many stages, so ensure you're analyzing all of them rather than focusing on a single interaction.
• 😀 Avoid over-simplified beliefs about keyword performance, such as thinking brand terms automatically lead to conversions, without considering the broader customer journey.

Q & A

What is the key difference in keyword strategy for Persian and English campaigns?

For Persian campaigns, you need to focus on a more comprehensive keyword analysis due to potential research gaps in keyword tools. Persian typing and its complexity require a tailored approach, while English campaigns can benefit from using exact and phrase match keywords more effectively, avoiding broad match keywords.

Why is it important to avoid broad match keywords in English campaigns?

Broad match keywords can inject a large amount of irrelevant data into the campaign, which might skew the results. The speaker recommends focusing on exact and phrase match keywords in English campaigns to maintain control over the keyword relevance.

How does multi-step user behavior affect campaign analysis?

User behavior is often multi-step, meaning that the final conversion might be influenced by earlier stages of interaction, such as browsing or comparing products. Ignoring these earlier stages could lead to misinterpretation of which keywords or actions led to the final conversion.

What mistake do businesses often make when analyzing user behavior data?

Businesses often make the mistake of focusing only on the final conversion and neglecting the intermediate stages of user interaction. They might assume that the last search or action was the sole factor that led to the sale, disregarding the broader user journey.

What analogy does the speaker use to explain the importance of each part of the user journey?

The speaker uses the analogy of a football team, where although the final goal-scorer gets the most credit, the entire team's effort contributes to the victory. Similarly, each stage in the user journey contributes to the final conversion, and no step should be overlooked.

What role does data from Google Ads and Google Analytics play in campaign analysis?

Google Ads data helps track specific ad performance and keyword effectiveness, while Google Analytics provides insights into the overall user journey across multiple channels. Both should be analyzed to gain a comprehensive view of campaign performance and user behavior.

How should businesses handle the analysis of multiple conversion paths in their campaigns?

Businesses should acknowledge that multiple touchpoints across the user journey contribute to the conversion. This means not disregarding intermediate stages, such as research or comparison phases, as they play a significant role in influencing the final decision to convert.

What does the speaker mean by 'watch out for your keywords'?

The speaker emphasizes being cautious with keyword selection, particularly in avoiding overly broad terms or excluding critical keywords. The wrong keyword choice or exclusion can lead to missed opportunities in reaching potential customers.

What is the main focus of the speaker's strategy for Persian keyword selection?

The speaker's strategy for Persian keyword selection focuses on thorough analysis and a more in-depth understanding of how Persian typing impacts keyword research. It involves using exact and phrase matches, while also considering the potential gaps in research tools for Persian keywords.

What will the speaker discuss in the next video related to ad types?

In the next video, the speaker will discuss changes in ad types, specifically how expanded ads have been removed and what adjustments need to be made in campaigns to adapt to these changes.