When we do Google search advertising, we need to mine and filter a large number of keywords for promotion. These keywords are not all stuffed into the advertising account, but need to be classified and added to different advertising units separately. One type of keyword corresponds to one advertising unit.
Why do keywords need to be classified and grouped?
Words of the same category have similar meanings and structures. Grouping these words into the same advertising unit has the following benefits:
1. Facilitate unified price adjustments for the same category of words.
The bids for similar words are similar, so it is more convenient to adjust prices uniformly.
2. It is convenient to test the promotion effect of the same type of keywords.
Put similar words together for easy monitoring of advertising in the later stage to see if they have brought customer inquiries.
3. Facilitate the creation of unified advertising ideas.
Similar words have similar meanings, which helps to embed them in advertising creativity and express the description of advertising creativity smoothly.
how do we group keywords?
There are multiple methods for grouping keywords, but there is no unified standard.
I usually divide keywords into core words, manufacturer words, price words, regional words, and other long tail words.
Core word: The word that best describes the product name accurately. It represents the specific product that the customer is looking for.
For example: office desk.
Meanwhile, synonyms can also be placed in this group, such as company desks
Manufacturer words: keywords that describe a product, including words such as manufacturer, manufacturer, enterprise, company, and supplier. It represents the customer looking for a supplier of the product.
For example: office desk manufacturers, office desk manufacturers, and office desk merchants
Price words: describe the price of a product. It represents the customer wanting to know the price of the product.
For example, the price of a desk, how much does it cost, and the retail price of a desk
Regional keywords: describe product keywords with regional characteristics. It represents customers looking for products or businesses in a certain region.
For example, desk vendors in San Francisco and desk vendors in Los Angeles
Other long tail words: After removing the above classifications, the remaining words are summarized in this group.
The above types of keywords are commonly used by customers when searching for products on Google. Based on the characteristics of keywords in your industry, you can classify them in more detail.
What tools are used to group keywords?
Although it is known that keywords can be grouped according to characteristics such as price, manufacturer, and region, how do we operate them specifically?
Some people online use keyword grouping tools, while I often use Excel spreadsheets.
The filtering function of Excel tables can easily group keywords.
For example, I collected some keywords for office desks on my Excel sheet:
Which brand is better for office desks
The price of office desks
How much does the office desk cost
Office desk manufacturer
Which manufacturer is good for office desks
Manufacturers who make their desks well
High end office desk
Then, through the filtering function of the Excel table, I selected keywords such as manufacturers.
After filtering out similar keywords, they can be added to the advertising unit of the advertising account.
The above is the solution to grouping keywords. A large number of keywords used for promotion are organized and easy to manage through classification and grouping.
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