Quick tips to frame your Google Ad campaigns Karan Johar style
Sometimes keywords for your Google Ad campaign can come automatically to your mind, like how Jaya Bachchan naturally sensed Shah Rukh Khan’s presence nearby, as he approached to reunite with his mother in Kabhi Khushi Kabhi Gham. Otherwise hold on, you will reunite with your best friend – using those favourite keywords – like the way SRK finally catches his bae Kajol in Kuch Kuch Hota Hai. The common thread here? Well, not SRK exactly but KJo. Love him or hate him, there’s no denying Karan Johar’s success as a filmmaker. And here below, we present some tips, inspired by Karan Johar’s style, which you can use to select keywords for your Google Ad campaigns. Read on and you could become the Student Of The Year.
Subah subah shuru ho gayi Madonna
Relevance – keywords must reflect objective
The objective your Google Ad campaign should be at the tip of your tongue and the keywords have to reflect that intent. Be relevant – if the story is about happiness and sorrow, it should feature in the title as in Kabhi Khushi Kabhi Gham. Movies like Kabhi Alvida Naa Kehna and My Name Is Khan catered to mainly NRI audiences and the clips too were made in that way. For example, if your product is about project management software, then the keywords ‘PM’ and ‘quality control software’ must figure in your keywords.
Lucknow da kurta, Pathani salwar ... tab lage mard, varna lage bekaar
Test and retest – change with the times
Changing with the times is also an important trait that we can draw from KJo’s movies. While his early flicks like Kuch Kuch Hota Hai and Kabhi Khushi Kabhi Gham were a huge hit among the audiences of the late 1990s and early 2000s, he changed his style with Student of The Year, from dropping the ‘K’ in My Name Is Khan and choosing Varun Dhawan-Alia-Siddharth over SRK-Kajol. KJo obviously did his ground tests before choosing these titles. Marketers must also do some groundwork and run tests.
Main ladkiyon ke peeche nahi bhaagta ... ladkiya mere peeche bhaagti hai
Short-tail and long-tail – decide on your target audience
It’s obviously easier to search for short-tail keywords than long ones. However, long-tail keywords are more specific in their requirements – you can write to the specific audience that you want to reach. And with a relevant ad, you encourage the potential customer to click on your link. Long-tail keywords are less competitive and will cost you less. KJo prefers long movie titles and he’s specific about the audience he wants to reach out to.
Select specific keywords to target specific customers like KJo. A simple title like Kuch Kuch Hota Hai indicated a love story and, inevitably, it was largely watched by college-going crowds and all romantics alike. While for KKHH and SOTY, it was the college-going crowd, the potential viewers for Kabhi Alvida Naa Kehna and My Name Is Khan are different. Of late, KJo has been experimenting with shorter ones.
Vade log vadi vadi baatein
Grouping keywords together – make it one big family
A cluster of keywords will do good for your Google Ad campaign. By grouping similar keywords together, you increase your visibility and offer a variety of choices for your customers. Remember KJo includes one big joint family – with Daadi, Naani, step son, helper etc – for a family drama like K3G. Similarly, the best friend is in the same group as the lovers in KKHH.
Badhon ka gussa badhon ka pyar hota hai
Use keyword tools – Google trends
For help on plot and cast, KJo goes to the Chopras – Aditya Chopra now and Yash Chopra before. Needless to say, a large part of Karan Johar’s films is inspired by Yash Chopra. You too can take help from experts to frame your keywords. Keyword tools suggest words to you that can be imbibed in your article/blog/website to make it more visible. GoogleTrends is an excellent way of finding how various terms are performing in different regions across the globe. The tool helps you understand what words to focus on in specific regions. Using the tool, you can run the ad with the suggested keywords for a while. Later, you can always run a search query report and add negative as well as new positive keywords.
Teachers sirf rules sikhate hai ... lekin winners, winner’s rules banate hai
Negative characters – every film has a spoiler
Say you run a utility store that sells fruits. You want people to buy apples from you and you certainly do not want anyone coming in looking for Apple’s iPhones or iPads. In this case, ‘iPhone’ and ‘iPad’ will be negative keywords for your business because they are not related to what is being advertised. It’s advisable that you do not include these keywords in your ad, so that your website is unlikely to pop up for people looking for Apple products. They are anyways not looking to buy fruits from you, obviously.
Negative keywords can cost you money but don’t forget to add campaign and ad group level keywords. All of KJo’s movies have a character that comes in as an obstacle – whether it’s Salman Khan in KKHH or Preity Zinta, the wife in Kabhi Alvida Naa Kehna (sorry but the movie is about extra-marital affairs after all). These days there are shades of grey. You don’t want them. So look for ways to avoid them.
Well, that’s it from us. Hope you found these tips useful, even if you are not a big fan of Student Of The Year.
Alvida nahin ... alvida kehne se phir milne ki umeed mar jaati hai ... kya pata phir milen
Whether it is learning from Karan Johar or taking marketing tips from Frank Underwood, Unspun Consulting Group suggests the best ways to boost your Google Ad campaigns. Our learning tools are not just quirky and creative, but they also get your juices flowing. We don't tell you what to do; we show you how it's done. Learn and accelerate.
And this is what Karan Johar has to say about us :)
(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory)