Create a Perpetual Motion Machine for Keyword Research #Zenith2016

Almost AI: Achieve PPC Growth with an Evolving, Learning Keyword Research Machine

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Managing Partner – Clix Marketing

Digital Advertising Geek Emphasis on “Geek” Writer: Search Engine Watch, ClickZ, Clix

Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero

Speaker: SMX, SMX Social, HeroConf, SES /

ClickZ Live, State of Search, Acquisio User Summit, Bing Ads Connect, Zenith


Marshall vs. The Machines!


Keyword Research is boring…


One-and-DoneKeyword Research

Goodbye!

Adios!

Ciao!

Au Revoir!

Arrivederci!

Bye Bye!


Create Perpetual Motion in Keyword Research


We All Have to Start SomewhereThe Keyword Research Machine


Ask your client. Ask your boss. Ask your friends. Ask your mom… seriously!

NO IDEA IS A BAD IDEA Until you prove otherwise.


Google AdWords Keyword Planner Bing Ads Keyword Planner Bing Ads Intelligence for Excel Competitor Keyword Tools SEM Rush Spy Fu

Tools


If Keyword Data is Available... …Look back to move forward! Google AdWords & Bing Ads Keyword and search query

reports Google Analytics PPC keyword reports Organic query reports

Past Data


Feel the Force, Luke. Keywords Are EverywhereThe Keyword Research Machine


Do (laugh) Or Do Not (laugh). There Is No Try.


Amazon Product Reviews Why Did They Buy? What Were Their Pain Points?

Which Features Were Most Important?

Draw a Conclusion: What Search Query Lead to

THIS Product?


Amazon Ads Search Queries Search queries – just like PPC. Tremendous insight into purchase intent.

Influence search PPC activities. And vice versa.


Social Media ActivityIt’s not just about the razor blades. Razor handles are important, too!


Targeting Features = Keyword SpiesThe Keyword Research Machine


Dynamic Search AdsTarget search queries based on the content of your website.Fills in gaps NOT targeted by your current keywords.GREAT source for new keyword ideas that you previously missed.


Shopping Campaigns E-Commerce Shopping campaigns do not rely on keywords, instead the content of your product feed.

Review search query data to glean HIGH PURCHASE INTENT queries to target as keywords in core search campaigns.

How you segment your Shopping Campaign targeting can provide insight into keywords at catalog, category and product ID levels.


RLSAMarry search queries with website audience data to discover valuable keywords.Match search queries to stages of buyer journey (e-commerce or lead gen).Match search queries to specific actions on your website.


Perpetual Search Query DiscoveryBroad MatchModified Broad MatchPhrase Match


In the End, Only Kindness Matters…(I Mean, Search Queries)The Keyword Research Machine


I Kinda Miss the 90’s…


Put Your Hard Work & Ideas to Good Use Generate new keywords and ad groups based on your findings.

Generate new negative keywords to block irrelevant search traffic.

Use your findings to shape how you will CONTINUE to research new keyword opps.

Nobody gets it right the 1st time. Keep honing your methodology to improve.


BONUS – Ninja Skillz in ExcelDon’t be that lady…


Excel Search Query & Keyword Tool

Use conditional statements to dissect keyword research & search query reports. EXAMPLE: Client=Southawk Nursing

School Target=Students with previous

degree looking for an accelerated BSN program.


Conditional Statements for Search Query Reports Imagine you have 1000’s of search queries to sort.

PRO: Lots of Data! CON: Very tedious and time consuming.

Conditional Statements for Search Query Reports Use a simple “if” statement to see if a specific word is contained within column A (search query).


=IF(ISNUMBER(SEARCH("BSN",A2)),"yes","no")

Term to look for

Where to Look

If found

If not found

Conditional Statements for Search Query Reports Column F & G contain an “And” statement to check if multiple qualifying words are present.

=IF(AND(ISNUMBER(SEARCH("bsn",A2)),ISNUMBER(SEARCH("accelerated",A2))),"yes","no")


Conditional Statements for Search Query Reports If the query doesn’t contain any of the qualifiers, add it to the potential negative list.

If it matches one of your qualifiers, do nothing.


Quickly Sort Suggested Keywords or Negatives

Or go a step further and create a second tab to group suggested keywords into ad groups!



Set the Gears in MotionThe Keyword Research Machine


Now You’ve Come Full

Circle.Full Circle.Full Circle.Full Circle.


Perpetual Motion Means You Can’t Stop Moving… Targeting features and keyword match types will generate keyword ideas ongoing.

Schedule daily or weekly search query analysis. Implement keywords or negatives as needed.

Schedule monthly or quarterly reviews of keyword and competitive analysis tools.

NEVER. STOP. KEYWORD. RESEARCH. (please)


Thank You! Questions?

[email protected] @john_a_lee

www.clixmarketing.com

mailto:[email protected]

Create a Perpetual Motion Machine for Keyword Research #Zenith2016

Marketing

Transcript of Create a Perpetual Motion Machine for Keyword Research #Zenith2016