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Plan Your Keywords to Build Successful Campaigns

In digital marketing, keywords are the driver. They are the basis of Search Engine Optimisation and so are the key focus in most content writing and social media, and in all Paid Search campaigns. For this reason, your paid search campaigns should be carefully planned to encourage the most successful result.

Planning your campaigns around keywords allows you to build relevant and refined campaigns that will reach those searching for certain key phrases in Google. Google’s Keyword Planner is very useful for getting a sense of the keyword trends for your industry, and then working out a rough budget for your campaign. You can find a list of alternative keyword tools by clicking here.

Google AdWords - keywords planner

So, how do you know which keywords to use?
Your keywords should be relevant to your business but you need to ensure that you’re choosing words that your prospects are searching for. Be sure to compare the keyword trends and look at bid estimates, search frequency and search volumes, as doing so will allow you to work out where to focus your campaign so that you can stay within your set budget.

An agricultural milk tank business in Exeter found that subtle variations on the specific phrasing used in their adverts significantly affected their campaign. Originally, the phrasing used was “used milk containers” but the WNW Digital SEO team’s research revealed that “second hand milk containers” was reaching double the number of people with significantly less competition.

There are lots of ways to edit the phrasing of your ad campaigns to ensure that you get the most relevant traffic to your site. More information on that can be found here.

Setting Up a Paid Search Campaign
After researching your keywords and establishing a budget for your campaign, you can create some ad groups within your Google AdWords account. You should then set bids on your keywords and make your campaign live.

Remember to test and measure your campaigns and adjust as necessary to ensure that your campaign is as effective and cost-efficient as possible.

Keywords in SEO
Keywords should be used throughout your website also to boost your organic search listings, but we must stress that keyword stuffing should be avoided at all costs to prevent Google from ranking your site down. We have written a blog post on all the things you should avoid in SEO here.

WNW Digital works on Search Engine Optimisation and Paid Search campaigns for a number of our clients and have experience with a huge variety of businesses. For more information about your own keyword planning or for any queries regarding your Digital Marketing, please contact us today.

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Imogen Mills
Imogen is the Digital Marketing Intern and PA to the Managing Director at WNW Digital. She is a student at Bournemouth University undertaking a year in industry to benefit her Advertising Degree. At WNW Digital, Imogen concentrates on the marketing for the agency and blogging for clients. You can email her at

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