Crash Course on Keywords
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The document discusses keyword research and strategies for paid search campaigns, emphasizing the importance of choosing the right mix of head-tail and long-tail keywords. It covers various keyword types such as broad, phrase, exact match, negative, and branded keywords, alongside tips for using dynamic keyword insertion and managing bid prices. Additionally, it introduces Trada as a platform connecting PPC experts with advertisers to enhance campaign performance.
![[Exact match] keywordsSearch engines only trigger ads when the exact phrase is matched.Pros: Extremely targeted traffic that is more likely to convert.Cons: Will drive less traffic. To compensate, you’ll need a very comprehensive list of keywords.](https://image.slidesharecdn.com/tradakeywords-101216123346-phpapp01/85/Crash-Course-on-Keywords-26-320.jpg)
Crash Course on Keywords
- 1. Keywords.Research, Types & More.byTrada Paid SearchHashtag is #KeywordsWebinar
- 2. IntroResearchHead of Tail/Long-Tail KeywordsKeyword TypesDynamic Keyword InsertionBid PriceAnalysisAbout TradaHashtag is #KeywordsWebinar
- 3. Meet Dan Tisser & Elaine EllisDan TisserTradaAccount Managerhttp://www.trada.comElaine EllisTradaSocial Media/Marketing Managerhttp://www.trada.com
- 4. Intro.
- 5. What’s a Keyword?When people search for something online, they choose search terms to define what they’re looking for. Each paid search campaign selects keywords that match search terms that are relevant to the products/services the business offers. The paid search ad is triggered when someone uses search terms that match the keywords.
- 6. How a Keyword Becomes an AdKeywordPPC AdAd Group
- 7. Research.
- 10. Other Research ToolsMarket SamuraiMicrosoft Advertising IntelligenceSEMRushSpyword Smart SearchWordstream Negative Keyword ToolWordstream Free Keyword Niche FinderWordstream Free Keyword Grouper Google AdWords Traffic EstimatorFind the links at http://trada.com/blog/2010/11/12/a-list-of-keyword-research-tools/
- 11. But Wait! Be Careful With Keyword GeneratorsProblem #1: Unapplicable keywordsSolution: Review every keyword you want to use from a generator before you upload it to your campaign.Problem #2: High demand, very broad, low-converting keywords that chew up your budget Solution:Start all keywords that are taken from a keyword generator as phrase or exact match.
- 12. Using Social Media For Keyword Research
- 13. Using Social Media For Keyword Research
- 15. Head-Tail KeywordsHead-tail keywords are two or less words.Pros:Drive more traffic. Cons:Tend to have vastly more expensive bid prices. Plus, because the keywords are broad, they are less likely to drive conversions.
- 16. Long-Tail KeywordsLong-tail keywords are three or more words.Pros: Traffic from long-tail keywords converts at a higher rate, and has a lower CPC, since demand for the keyword is lower. Cons: Drive less traffic
- 17. Finding the Right Mix of KeywordsInclude BOTH Head and Long-Tail Keywords
- 19. Are you a niche product in a narrow market?
- 20. Have you exhausted your keyword research?
- 21. Do you have disambiguation's of keywords?
- 22. Do you have keywords and Ad Groups for ALL of your products?
- 23. No single solution. All campaigns are different.Keyword Types.
- 24. Broad match keywordsThe search engine searches for the keyword(s) you’re using, but also similar phrases and relevant variations. Broad match will include misspellings, plurals and synonyms.Pros: You can drive significantly more traffic to your ads. You spend less time coming up with long-tail keywords.Cons: Your traffic is less targeted and less likely to convert. Your keyword may not be strongly correlated to your ad or landing page, and that can hurt your Google Quality Score.
- 25. “Phrase match” keywordsSearch engines only trigger ads when keywords in your phrase are matched. To create phrase match keywords, surround your keyword phrases in quotes.Pros: Phrase match is more targeted than broad match, and more flexible than exact match.Cons: It won’t drive the traffic that broad match does, but won’t be as targeted as exact. It’s a nice in-between way to use keywords.
- 26. [Exact match] keywordsSearch engines only trigger ads when the exact phrase is matched.Pros: Extremely targeted traffic that is more likely to convert.Cons: Will drive less traffic. To compensate, you’ll need a very comprehensive list of keywords.
- 27. -Negative KeywordsWhen you enter a negative keyword into an ad group or campaign it means your ad isn’t triggered when that search term is used. Pros:More targeted traffic, higher Google Quality Score, less wasted ad spend and more conversions.Cons: Will drive less traffic. To compensate, you’ll need a very comprehensive list of keywords.
- 28. Branded KeywordsKeywords that include your company name or specific company products. Pros:You’ll pay less than your competitors, companies that rank high in SEO and PPC have a higher click-through-rate and customers are already looking for you.Cons:You’re paying for traffic you might have gotten for free.
- 30. What is Dynamic Keyword Insertion?Dynamickeyword insertion (DKI) is an advanced feature to help advertisers automate ad text creation. It helps you insert keywords in your Ad Group automatically into your ads. DKI helps you minimize the time you spend manually creating and managing your ad groups, while targeting users with effective and relevant ads.
- 31. How to Do Dynamic Keyword Insertion
- 32. 5 Smart DKI TipsNever use broad-matched keywords with DKIApply negative keywords liberallyNever use misspellings in DKI ad groupsUse dynamic text only once in your adMake sure you get the formatting rightTips courtesy of David Merrick, Trada Optimizer
- 33. Bid Price.
- 34. What’s a Bid Price?All three of the major search engines – Google, Yahoo!/Bing – use a bid-price model. It’s an auction where advertisers bid the maximum price they’re willing to pay for a keyword.
- 36. Major Causes of Keyword Bid Price Fluctuations:Holidays and special events
- 37. Current events
- 39. Google Quality ScoreSolutions to Keyword Bid Price Fluctuations:Improve your Google Quality Score. This will help lower your minimum bid price.
- 40. Are you tapping long-tail keywords?
- 41. Eliminate over-priced keywords that aren't converting.
- 42. Watch your broad match.
- 43. Consider advertising on another network like Bing.Analysis.
- 44. Click Metrics:Clicks: How many times your ad is clicked.Impressions: Number of times your PPC ad appeared in Google or Yahoo!/Bing for specific keywords.Clickthroughrate (CTR): A CTR is obtained by dividing the "number of users who clicked on an ad" on a web page by the "number of times the ad was delivered" (impressions).Conversions: When someone takes an action. They buy a product, sign up in a lead form, take a survey, ect.Cost Per Acquisition (CPA): CPA is the total ad spend required to get a visitor to take a desired action – purchase an item or sign up as a lead.
- 45. Trada
- 46. What is Trada?Trada is the first (only) paid-search marketplace where agencies and direct advertisers can leverage the expertise of hundreds of skilled PPC experts, who work collaboratively and competitively to build and optimize sophisticated PPC campaigns. Everyone works on a pay-for-performance system earning money by generating low-cost clicks and conversions for advertisers.
- 47. Join Trada as a PPC ExpertEarn money risk free, working when you want and where you want
- 48. You don’t have to find or manage your own clients
- 49. Choose the types of campaigns you want to work on.
- 50. Join a community of PPC expertsLet’s Hang Out.Trada.com Trada.com/blog @Trada
- 51. Next WebinarCalculating the ROI of a Paid Search Campaign--Understanding your CPA--Understanding and articulating the value of PPC--An overview of the costs of PPCComing to you in January! Look for Your E-mail!
- 53. Specific Questions?Elaine EllisMarketing ManagerEmail me at eellis@trada.comwww.trada.comBill AdkinsVP of SalesEmail me at badkins@trada.comwww.trada.comhttp://trada.com http://trada.com/blog @trada
Editor's Notes
- #28: Elaine