Understanding how do customers talk about your product is one key to writing better ad copy and advertising for your brand. Ad copy is what sets good from great advertisers apart.

Your customers are the key to your success – you need to garner an understanding of them through research and looking through data in your Google Analytics account or analytics package.

Why Does It Matter?

If you understand your customers and what they are searching for – you can create a more seamless experience with your brand. Which, in the long run, is going to help you grow your business. Depending on the services your brand offers, many people search asking questions:

  • What is a postback in Appsflyer?
  • How do I add x service to Google Doc?

…..or make a statement

  • I hate using IE
  • How to track data in an app.

Understanding how people search is important to understanding the people who use your services. This search can take place on Google or Bing but an often overlooked place is the internal search report in your Google Analytics account or analytics package.

How Do You Find Your Internal Search Data?

I recently wrote about using the Internal Site Search data in Google Analytics. If you wish to follow along, create the report from aforementioned link, this time, however,  we are going to focus on question and statements related searchers.

Look through the list and see if people are using the search box to type in questions or statements. An important thing to note is that questions don’t always have the question mark after them, so it’s important to pay attention. You can filter searches for keywords including how, who, what, when, where and why. Though you should not see this in your internal site search, search related to “near me” are growing year over year.

You may not have internal site search data. If you do not, you can also look at alternative options including Google’s keyword tool or Answer The Public. This will allowe you to see what questions or statements are related to your service(s).

I’ll walk you through how to do that below:

Step 1:
Assemble a list of the top 3 services you offer. Go through the Site Search Analysis report and pull any question or statement keywords and categorize them under under each of your services. Now you’re ready to start using Google’s keyword tool.

Step 2:
Go to Google’s keyword tool. Add the top 3 – 5 searches related to each service you offer and see how much traffic there is for your target country.

Step 3:
Look at the “Advanced Options and Filters” link. Check that your location, language and device settings are correct for your research. The default settings should show your country(location), English (laguage), and Desktop & laptop (device). If you are targeting people who don’t speak English, then change that to match your target market. Lastly, make sure the “Keywords Idea” tab is selected below the blue search button.

Step 4:
Put your first service and the associated keywords in the “Word or phrase” box. Make sure it’s one keyword per line. Click on the blue “search button”

Step 5:
Go through the first couple page results and see if people are searching using your questions or statemen keywords related to the services you offer. Add it to your services listed above.

Step 6:
I’d reference the competition, approximate CPC and local monthly searches column for each keyword to give me an idea of costs and traffic levels might be. This data is notoriously off…though I always look at it as a low baseline. However, I’m a big believer in launching a paid search campaign with the appropriate keywords and seeing how they work in the real world with a test budget.

In Conclusion…

When you’re thinking of adding new keywords to your paid search campaign, this list of keywords can come in handy. You can also use the keywords as inspiration for your ad copy. Using a question as the title of your ad copy is captivating and makes people look twice at your ad (at least that’s what I think). That is it for this week. See you next time.