I consider the everlasting tasks of a Google Ads professional, which constitute about 80% of their work on the ad account, to be nothing but analyzing keywords, adding keywords, excluding keywords, evaluating keywords, reconsidering keywords, and appreciating keywords.
While managing a local service ad account, specifically for plumbing services, I observed a fascinating trend. After a period of substantial spending, with a significant number of clicks and conversions, I noticed that keywords referring to the same service, with similar semantics, performed differently based on their grammatical form. Nouns, for instance, drove higher conversions while verbs didn’t, yet verbs drove high click-through rates!!
.We analyzed search terms in verb form like “unclog drain,” “repair shower,” and “clean sink drain”; we noticed it received many clicks but failed to convert. Conversely, noun-based search terms such as “drain line blockage,” “drain repairs,” and “drain unblocking” resulted in actual conversions.
This pattern suggests that semantic nuances are closely linked to consumer behavior. Verbs often indicate a quest for information, whereas nouns are more likely to lead to transactional or navigational actions.
Therefore, when selecting keywords, avoid the pitfall of choosing high-volume terms that don’t align with consumer intent, especially if they are in verb form. Instead, prioritize noun-based keywords, as they tend to yield higher conversion rates.
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