What Keywords Should My Business Show Up For?
One of the most frequent questions small business owners in the Lehigh Valley ask is, "What keywords should my business show up for?" It's a critical question because keywords can make or break your Google Ads campaigns. But choosing the right ones isn't just about showing up. It's about showing up in front of the right people at the right time.
What Exactly Are Keywords?
Simply put, keywords are the words or phrases potential customers type into Google when they're searching for products or services like yours. Picking the right keywords means your ad appears when someone is actively looking for what you offer. Making them more likely to click, call, or visit your website.
Understanding Search Intent
Not all keywords are created equal because not all searches have the same goal. This goal, known as "search intent," falls into a few basic categories:
Informational intent: People seeking information or answers ("how to unclog a drain").
Transactional intent: People ready to buy or hire ("plumber near me").
Navigational intent: People looking for a specific brand or website ("Joe's Plumbing Allentown").
Your keyword strategy should focus primarily on transactional intent because these searches are from people ready to become customers. However, informational searches can also have value in building trust and establishing your expertise. Just don't overspend on them.
Keyword Match Types: A Quick Breakdown
Google Ads allows different match types to control which searches trigger your ads. Here’s a simplified breakdown:
Broad Match: Shows your ads for searches related broadly to your keyword (e.g., "plumbing service" might show your ad for "DIY plumbing tips," which could waste your budget).
Phrase Match: Shows your ads for searches including your keyword phrase or close variations (e.g., "plumber in Allentown" would trigger ads for searches like "best plumber in Allentown").
Exact Match: Shows your ads only for searches matching your keyword exactly or very closely (e.g., "emergency plumber near me").
Starting with phrase or exact match keywords is usually your best bet. You'll avoid wasting money on unrelated searches while focusing your budget on leads more likely to convert.
Avoiding Expensive Keyword Mistakes
Here's the blunt truth: Google Ads will spend your money whether it’s effective or not. To avoid wasted spend:
Use Negative Keywords: These are words you don’t want your ad to appear for. For example, if you offer premium plumbing services, "cheap" could be a negative keyword.
Track and Adjust Regularly: Check your search terms report weekly to see exactly what searches triggered your ads. Adjust your keywords and negatives accordingly.
Set Clear Budgets and Bids: Have a maximum amount you're willing to pay per click to prevent overspending.
Putting It All Together
A smart keyword strategy isn't about casting the widest net; it's about precision and relevance. Choose keywords aligned with clear buyer intent, monitor performance, and adjust consistently. Your budget will go further, and you'll attract more of the right kind of leads.
Not sure if your keyword strategy is on track? I'm happy to review your campaign setup—no strings, just honest feedback to help your ads succeed.
