Before advertising, market research and keyword research are key steps that we pitchers cannot ignore. Only by fully understanding market demand and audience behavior and selecting accurate keywords can advertising be more targeted and efficient. In the past, when we placed advertisements, we would refer to the previous data of the account and would not do market, competitive product and keyword research, but this is often the most critical part.
- Market research-understand the target audience
- Who is the target audience?
For example, if you are a merchant selling pet supplies and selling high-end toys for cats, then your target audience is not just “pet owners”, but families or individuals who are particularly fond of cats and have a certain financial ability. Further analysis shows that the target audience may include:
Age: 25-45 years old, young families and middle class;
Hobbies: pet lovers, keen on buying high-quality pet supplies;
Purchasing habits: accustomed to online shopping, attaching importance to pet health and entertainment.
Through the analysis of these characteristics, we can choose suitable advertising formats (such as picture ads, video ads, etc.) and delivery platforms.
- Market demand and pain point analysis
Market demand analysis is the core of precise positioning advertising. Taking the machinery industry as an example, suppose you are selling a high-precision CNC milling machine. First, you need to clarify the target market of the product. For CNC machine tools, demand may come from the following aspects:
Industrial automation: enterprises targeting automated production lines;
Small and medium-sized manufacturing industries: demand for cost-effective and easy-to-operate equipment;
Customization demand: demand for high-precision and personalized customization.
After understanding these market demands, you can highlight the characteristics of the product in the advertisement, such as emphasizing “high-precision processing” and “efficient production”, etc., to meet the pain points of target customers.
- Competitor analysis
After a deep understanding of the target audience and market demand, the next step is to analyze competitors. This step can understand the competition in the industry, the advantages and disadvantages of similar products, and how to find your own differentiated competitive points in advertising.
For example, in the pet industry, many big brands will use large-scale advertising marketing to occupy the market, but they may not be able to cover certain niche demand points. If your brand is engaged in “environmentally friendly pet products”, you can attract some consumers who pay attention to environmental protection through market segmentation positioning.
- Keyword research: Find accurate search terms
After we understand the audience and market demand, the next step is keyword research. The right keywords can not only help us accurately locate potential customers, but also increase the click-through rate and conversion rate of ads.
- Keyword mining: mining highly relevant words
Filter keywords through tools such as Google Keyword Planner. The selection of keywords should not only focus on traffic, but also pay attention to the relevance to the product. Taking the pet industry as an example, if you sell cat toys, possible related keywords include:
cat toys
interactive cat toys
best toys for cats
premium cat toys
These keywords are highly relevant to the needs of the target audience and can accurately reach potential customers who are looking for cat toys. When selecting keywords, in addition to traffic and competitiveness, the conversion potential of these keywords should also be considered comprehensively.
- Long-tail keywords: accurately lock in niche needs
Long-tail keywords refer to those keywords that are relatively long, have low search volume but high accuracy. These keywords usually contain clear purchase intentions and can reach users who really have needs. For the machinery industry, for example, if you sell CNC machines, common long-tail keywords include:
CNC machines for small workshops
best CNC lathe for precision parts
affordable CNC milling machines for startups
Although these long-tail keywords have lower search volumes, they will bring higher conversion rates because the people searching for these words already have clear needs.
- Negative keywords: avoid invalid clicks
In addition to choosing the right keywords, it is also very important to set negative keywords. Negative keywords can filter out traffic that is not related to the advertisement and avoid wasting budget. For example, if you sell high-end cat toys in the pet industry, then keywords such as “cheap cat toys” and “free cat toys” can be set as negative keywords to prevent price-sensitive users who do not meet the needs of the target audience from clicking on the advertisement.
- Competitor keyword analysis
Understanding the keywords of competitors can also provide inspiration for your advertising. Through some tools, such as SEMrush, SpyFu, etc., you can see which keywords your competitors are using and use this information to optimize your advertising strategy. For example, suppose that competitors frequently use keywords such as “high quality cat toys” when launching, and we find that this keyword has a low CPC and a high conversion rate, then we can also consider adding it to the campaign.
- How to combine market research and keyword research?
After completing market research and keyword research, the next step is to apply this data to actual advertising. Based on the results of market research, the advertising copy is customized according to the interests and needs of the target audience; and based on the results of keyword research, the appropriate keywords can be selected for the campaign, and the bidding strategy can be optimized to ensure that the advertisement can accurately reach potential customers.
For example, in the pet industry, by analyzing the interests and search habits of the target audience, it may be decided to attract potential customers through keywords such as “interactive cat toys” and “premium pet accessories”. In the machinery industry, targeted long-tail keywords such as “CNC machine for metal parts” may be selected to ensure that the advertisement is displayed to users with specific needs.
Doing a good job of market research and keyword research is the basis for successful advertising. If you are learning how to run advertisements and do SEO, especially in keyword analysis, but are not so good or comfortable with it, you can scan the QR code to add Perri’s WeChat. We will provide you with keyword courses and help you understand the actual role of keywords in website operations. Together, we will work hard to put every keyword into every corner of the website.