WordStream, Inc. CONFIDENTIAL
WordStream, Inc.PPC Keyword Tools
Brainstorming the Paid Search Super Tool Search Engine Strategies, August 13, 2009Larry Kim, VP of Products, WordStream, Inc.
WordStream, Inc. CONFIDENTIAL
PPC Keyword Tool
• Keywords are Foundational for Search Marketing
• Do a bad job and nothing else works quite right!
Elements of Keyword Management
Web Analyt
ics
Keyword Suggestion Tools
Negative Keyword
Tools
Keyword
Research,
Analysis,
Organization
Campaign
Creation
Ad Copy Authorin
g
Bid Manageme
nt
Landing
Page Optimization
Campaign
ManagementMonitoring & Maintenance
Keyword Management
WordStream, Inc. CONFIDENTIAL
Discovering Keywords
• How do you get a competitive advantage?
• How does a keyword tool know what’s relevant to your business?
Everyone Shares Same Keyword Data
Keyword Tools
WordStream, Inc. CONFIDENTIAL
WordStream Keyword Discovery
• Your BEST Keyword Opportunities comes from Your Own Website!
• WordStream continuously aggregates keyword research data (clicks, conversions) from your own website into your own Private Keyword Database!
Keyword Research & Analysis
WordStream, Inc. CONFIDENTIAL
Keyword Grouping and Organization
WordStream, Inc. CONFIDENTIAL
Keyword Group Suggestion
WordStream, Inc. CONFIDENTIAL
Self-Organizing Keywords
WordStream, Inc. CONFIDENTIAL
Why Group & Organize Keywords?
• Select specific keywords & negative keywords
• Group together closely related keywords
• Write relevant text ads and destination pages to speak to the intent of the searcher!
WordStream, Inc.
Awful: Too Broad! OK: Somewhat Related Better: Reflects Intent
Single Point of Leverage Affecting your Entire PPC Account!• Relevancy of Keywords to Ad Group, Text Ad, Landing Page
• Click Through Rate
• Quality Score
• Ad Position
• Minimum Bid Estimate
• Actual Cost Per Click
• Impression Share
• Conversion Rates
Why I ♥ Keyword Organization
WordStream, Inc. CONFIDENTIAL
Keyword Organization
ROI
But Wait, There’s More!
• Keyword Organization Further Simplifies & Improves:– PPC Reporting– Bid Optimization– Landing Page Optimization– PPC Workflow– Teamwork & Collaboration
• Keywords are Foundational to your account and a Force Multiplier
WordStream, Inc. CONFIDENTIAL
Actionable PPC & SEO Keyword Tools
• Turn Keyword segmentations into Ad Groups and/or Landing Pages
• Ad Text Tools to help with Relevant Ad Copy Creation
WordStream, Inc.
WordStream, Inc.
WordStream Product Workflow
Re-factor new keyword opportunities into your existing keyword research, continuously expand and optimize! Obtain
More/Better Keyword Data
Keyword Research &
Analysis
Group, Organize, Find
Negatives, Prioritize Work
Publish Ads for PPC and/or Landing Pages
Comparing WordStream & PPC Keyword Tools
Criteria Keyword Tools WordStream
Exclusivity Public Data Private Data
Volume Estimates Dubious at Best Real & Accurate
Relevancy No Yes
Actionable No Yes
WordStream, Inc. CONFIDENTIAL
Comparing WordStream & Microsoft Excel
Criteria Microsoft Excel WordStream
Updating Data Cement Fluid
Data Storage Model
Tabular Worksheets
HierarchicalGroups & Subgroups
Sharing & Collaboration
Desktop Application
Web Application
WordStream, Inc. CONFIDENTIAL
Comparing WordStream & AdWords Editor
Criteria AdWords Editor WordStream
Overall Approach to Campaign Creation
Top-Down Bottom-Up
Organization Tabular Trees
Keyword Expansion Manual Continuous, Automated
Campaign Optimization
Bid Focused Relevancy Focused
Attribution Keyword Search Query
Workflow Many Tools, Directionless
Suggests Specific Areas for Optimization
Applications PPC PPC & SEO
WordStream, Inc. CONFIDENTIAL
WordStream Key Benefits
Productivity•Data-Driven Tools
•Expert Workflow
Relevance•Keyword Organization affects everything!!
Value•Save Time
•Better Results
Thank You SES San Jose & Josh Dreller!
If you have any comments or questions about WordStream, or this presentation, contact Larry directly:
Email: [email protected] Twitter: http://twitter.com/larrykim
Blog: http://www.wordstream.com/blog
WordStream, Inc.
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