Learn to appreciate the value of keyword research in pay per click and how to leverage keyword data.
- [Instructor] We already know that keywords are those words and phrases consumers search for, and that will trigger the display of your ad. Your ability to select keywords that best reflect the desired user intent is directly linked to the success of your campaign. For example: if you set up a campaign to market luxury homes and the search engines recommend that you add "riverside homes" and "waterfront property" to your list of keywords, that may be related and supportive of the same user intent.
But, if you bulk-select and accept all of the search engine recommendations and keywords like "home furniture", "cheap homes" or "home renovations", if that makes it onto your list it's likely going to deplete your budget on searches that may sound similar, but they do not reflect the intent of your desired user. And this will greatly reduce your chances of success. There are many approaches to keyword research. If you watch our course called Digital Marketing Research you'll get a glimpse into just how far you can go with your research.
In SEO Fundamentals, with my colleague, Brad Batesole, we also share some insights on this. So for now, let me help you to get started. One option out there is called the internal approach. I used to find this with many clients in the early days of PaperClick. It happens when marketers know their clients and their product range very well, and they also know very much about the user experience on their own sites. They rely on their own in-depth knowledge and assumptions to create the wide variety of ad groups that will appeal and match a very specific user intent with specific products, with specific keywords, and of course, specific ad copy.
Now, I recommend that you move on from this approach because it is often based on what the business owners think, or it is based on internal groupthink rather than being data-driven and a market approach. So next is the data-driven, market-based approach, and this is when marketers consider the overall search demand that is out there, and this is based on data sets with an evaluation of the recommended keywords that will align with your own products and desired user intent.
Tapping into market data is a great start. To do this you start with what we call a seat keyword list of about five keywords, and those would be typically keywords that will best describe the products that you want to promote. Then these keywords are entered into Bing and Google for further research which will provide us with a longer list of related keywords, and of course, an indicative search volume.
You then consider the entire list and start making groups of keywords that will align with specific products and for each of these we create a matching ad group with some relevant ad copy. And then any keywords that are not a good fit we're going to remove from the list. You should embrace a data-driven approach. Leverage all of the market data from Bing and Google and use their tools to find where the volume lies and which keywords are the most affordable.
We can select those keywords that will align best with our products and user intent, and then build campaigns from the ground up, where the keywords, the products and the services, and the ad copy are all aligned for better results.
- Understanding the difference between search and display advertising
- Mapping PPC marketing to the sales funnel
- Using marketing agencies and campaign specialists
- Creating a Bing Ads account
- Creating a Google AdWords account
- Granting access to third-party users
- Setting up a campaign in Bing Ads and Google AdWords
- Setting keyword match types
- Copywriting for PPC ads
- Improving the quality score of your ads across different networks
- Using goals and conversion tracking
- Handling typical problems in PPC advertising