How to Find the Best Keywords for Your Brand

Another goal of keyword campaigns is to increase brand awareness. This aspect focuses on new customer acquisition and encourages layering in keywords to your campaign. This is where you must begin to think like a consumer, rather than a marketer.

For example, outdoor apparel and products retailer Timberland is most popular for its hiking boots. Timberland may call its boots "footwear," whereas a consumer may call them "kicks" or "sneakers." Consumers may even refer to the Timberland brand itself as "Tims" or "Timbos." All of these differences must be reflected in your keyword campaign.