Keyword research is an ongoing tactic that continuously helps increase the performance of your PPC account. When inheriting a new Google AdWords, Yahoo!, or MSN account, it’s important to do a thorough scan of all the keywords in the account and begin researching what new keywords you could potentially add. There are various methods of doing additional keyword research once you have the basics.
Review your client’s website and/or landing page for new keywords:
Companies add content to their websites often, so it is necessary to keep up on new content and review it to see if additional keywords can be added.
Use the free keyword research tools:
Several companies and search engines provide free keyword research tools . We have mentioned six of our favorite free keyword research tools in a previous blog post. Below are the six most helpful free keyword research tools:
Check out your competition to find new keywords
It’s always a good idea to follow up on your competition and check out their websites and landing pages to see if they have any keywords you might be missing. A good recommendation is to go to their landing page: in your Web browser, click View > View Source Code, and look at their meta keywords to see which keywords they’re targeting.
Add long-tail keywords to help qualify your traffic
Long-tail keywords help drive qualified traffic to your site. Be sure to include a plethora of long-tail keywords along with your general keywords to hit people at the end of their buying cycle.
Don’t forget your branded keywords
A huge mistake people make is to forget to add keywords for their own company name. Even if you’re ranking organically for your own company name, it’s important to have branded keywords in your PPC account. This will increase the likelihood of someone actually clicking on your ad, and it increases brand awareness.
Think about your target audience
When you’re trying to come up with keywords, think about your target audience and what they’re thinking and looking for. What would you type in to a search engine to find your site without using your name? That’s how people may be searching for you.
Dig into Google Analytics or other analytics programs associated with the client
Google Analytics is full of information on what keywords people are typing in the search to receive your ad. Check out Google Analytics keyword reports to be sure you haven’t missed anything.
Run a search query report to find real search terms users are typing in
Just like Google Analytics, you can also run a search query report in Google AdWords to get real search queries people have typed in the search box to receive your ad. But this report will tell you how many times someone saw your ad (impressions), how many times someone clicked on your ad, and if you received any conversions from it.
Once you have your complete list of keywords, determine which keywords should have broad, phrase, and exact match types. Test all match types on your keywords if it makes sense, and after a period of time pause the match type that is the worst performing.
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