Wasteful Wednesday

Wasteful Wednesday #18 Keyword of the Week “Laws”

Watch Episode 18 on “Laws”:

← Watch Episode 17 on “Government” | Watch Episode 19 on “Black Friday Cyber Monday” →

Read the Transcript of Episode 18 on “Laws”:

Hello there friends I’m Wil Reynolds, CEO of Seer Interactive, wait a minute, that’s not right.

Hey, there everyone, I’m Forrest Schaffer, a paid advertising account manager here at Seer Interactive, and I’m filling in for Wil this week on Wasteful Wednesday!

This one is pretty interesting because it gets into the nuances of close variant keywords, which is something that Google rolled out not too long ago — it might’ve been like two years ago, maybe it was five years ago. I dunno, I don’t know what I had for breakfast, so it could have been yesterday, who knows.

But the keyword that we’re going to cover today for Wasteful Wednesday is “laws” and we get into it right now, back on my computer. So let’s dive in.


Keyword of the Week: “Laws”

Example Walkthrough: Digital Transformation

Query: “Digital transformation laws”

So a lot of these keywords have to do with like digital transformation and just data in general, because I know that in the digital space, that’s kind of a big topic right now.

So if we look at digital transformation laws and the featured snippet, right, Google is trying to tell us that our search should be aligning with this…

…but we’re seeing four ads that show up here that talk about digital transformation.

Not necessarily the laws that Google things, or if there are any laws, um, that are kind of up and coming in this space.

Example Walkthrough: Eviction Notice

Query: “Eviction notice laws”

We see the same thing here, where LegalShield is telling us that they can give us the service, but you know, if I’m a tenant, I don’t need this service because maybe perhaps I’m getting evicted or, I just need to know the laws, right?

This is an area where LegalShield might not want to be paying for clicks.

Example Walkthrough: Personal Data

Query: “Personal data laws”

Then over here we see this actually relates to the close variant keyword that I was talking about before.

So if I’m searching for laws like personal data laws, I’m trying to figure out this…

…this right, like law.cornell.com, the featured snippet kind of nailed this with the legal information and how maybe companies or whatever, can use personal information in that data.

But it looks like Albany law school wants me to go to school there.

I doubt that Albany law is targeting the keyword laws, but Google is doing a close variant match law to laws, so that’s an area where Albany law school got to negate laws.

Example Walkthrough: GDPR

Query: “GDPR laws”

Then GDPR law here — super high funnel keyword, low intent.

Maybe someone’s looking for GDPR compliance, but more likely than not, they might just be researching the law, whether it’s for a research paper or something of that nature.

All right, everybody, thanks so much for tuning into this week’s Wasteful Wednesday tip, hope you got some value out of it.

Watch out for those close variant keywords, because Google is going to try to spend your money no matter how, they just want to spend it, so let’s go ahead and make sure that your spend is being used as wisely as possible.

Tune in, in the coming weeks, and we’ll cover some more keywords and maybe some other close variants.

Alright, thanks so much. Bye-bye.

Key Takeaways

  • Negate terms like “laws”, etc. — especially when you’re bidding on a competitors brand name — to improve Quality Score and Landing Page Experience. Leverage our Saving Benjamin™ Lite tool to find more negative keywords in your PPC accounts.
  • Keep watching Wasteful Wednesday episodes here!


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