Google has made building keyword lists exceptionally easy, with tools that allow you to generate enormously long lists of search terms. In fact, you can create a significant list quickly and have a paid search campaign up and running in far less time than it used to take. It more or less seems automated at this point, but this is one of those times when faster doesn’t always mean better.
In the digital realm, when everything is nearly instant, this seems counterintuitive. In fact, tell it to people who build keyword lists, and you will likely get some pushback. Why? Because many of them are lazy. Google makes it easy to be lazy.
In our experience, the best keyword list is one that has a large degree of human input. You can’t just make a list and launch it and expect success. A good keyword list is lean. It’s smart. It’s sharp. And it’s fluid, constantly changing based on analytics.
Creating a quality list requires a deep knowledge of the client, the product or service, the consumer, and the campaign’s goals. Google does not have this knowledge, and relying on automation will result in a fat, sloppy list of words and supporting ads that are anything but sharp.
That’s why it’s important to find someone who knows more than just how to manipulate the technology involved in creating lists and ads. Almost anyone can learn that in days if not hours.
Expertise in advertising is critical, and it comes from years of study and practice. What terms will people type into the search bar? What language will they respond to in the paid advertising? What are the headlines and the copy?
Google still needs a human to provide these answers. I recommend one who relies less on the technology and more on his or her own understanding of the advertising business and why people make a purchase decision.