When I look up the word beautiful in my dictionary, it just says “see simple.” My affinity for simplicity is beyond verbalizing, so I’ll leave it there, just know that I love to make things as simple as possible.
And with Google Ads, a powerful and simple concept must be understood if you want to outsmart your competition, get great results from Google Ads, and grow your market share. And that concept is that there are only three types of keywords in Google Ads.
There are keywords that show you that the search user does not need what you offer. Red keywords.
There are keywords that show you that the search user might need what you offer. Yellow keywords.
And there are keywords that show you that the search user does need what you offer. Green keywords.
Let’s look at things from the perspective of an employment lawyer in Los Angeles.
An example of a red keyword would be lawyers in Los Angeles. Someone searching lawyers in Los Angeles in Google is not looking for an employment lawyer. Sure some people doing that search each month actually might be looking for an employment lawyer, but the odds are so low since “lawyers” could mean any type of law, that it’s not cost effective to advertise on such a generic search.
An example of a yellow keyword would be fired from my job. Someone doing this search might be looking for a lawyer or they might not be. It’s difficult to tell from the search. It could bring in clients, or it might not. In a situation like this, you test the keyword and find out if it converts and how strongly.
And an example of a green keyword would be wrongful termination attorneys in Los Angeles. This is a spot on search. This is someone who is searching for the exact service the advertisers offers. Green keywords work, they produce conversions, and they will have the highest conversion rates.
Those are the three types of keywords in Google Ads. Mastering this concept includes knowing how to avoid red keywords, how to test yellow keywords, and how to master aggressiveness levels with your green keywords.
That’s it, it’s simple.