- [Instructor] Choosing and organizing your keywords
is one of the most important things
that you'll do when setting up your paid search account.
So you'll need to start by brainstorming
a seed list of keywords.
Now you can look at the metrics later
and change and evolve them as you scale
and refine your campaigns.
But you need a place to start.
So to get that initial list of keywords,
start by visualizing your audience.
Put yourself in their shoes
and think about them sitting in front of the computer.
What are they thinking?
What might they be looking for?
And how are they going to go about searching for it?
Now one of the easiest ways to start brainstorming
on this exercise is to let Google
do some of the work for you.
Let me show you.
Here on the Google homepage,
we have the opportunity to start typing search queries.
Let's say that we're making a keyword list
for our fictional hotel, the land in hotel.
And this hotel happens to be opening
a new location in San Francisco.
So I want to start thinking about keywords
that might be associated with this hotel
that someone is going to be searching for.
So I could just start typing hotels into Google.
And here we can see that it begins
to autocomplete my search.
It's suggesting that I type hotels near me,
or maybe hotel Santa Barbara, or hotels tonight,
or hotels in all of these cities that are near where I am.
But we know that we're interested
in hotels in San Francisco.
So let's type hotels San Francisco,
and now things get really interesting.
All of a sudden we have some interesting ideas.
People are searching for hotels near the airport,
in Union Square, in the Bay Area, Downtown,
and even hotels that are pet-friendly.
This is really helpful for understanding
how people are searching and why.
In this case,
some of the most popular searches
for hotels in San Francisco are about location.
Now you can simply start typing again.
I can type hotels San Francisco and pick a letter, say D.
In this case,
we can see deals, dog-friendly, dreamforce, and so on.
So here I can identify that if our hotel is pet-friendly,
well, dog-friendly is a great keyword to associate
with that ad group.
Oftentimes people that start their search
have one idea in mind,
but the auto-complete hijacks their intent.
So they start typing San Francisco hotel,
they see an option that they like, and they click it.
So use auto-complete to start brainstorming.
See if you can find and connect the dots
between what people are searching for
and how your ads might align to it.