Once a PPC campaign has been launched there’s every effort to make sure that the campaign utilizes the available budget, but also meets expected targets. At some point there’s a need to add more keywords to the campaign to either replace poor performing keywords or attract more traffic.
Here are four effective ways to find those golden nuggets that could improve your PPC campaign.
Find Keywords Using Internal Search Query Data
Many ecommerce websites usually have their own search engines. Usually customers will use these on-site search engines when they don’t land on the page that meets their needs or the site navigation is too inconvenient. Tap into this great resource to find keyword phrases that could be a good addition to your campaign.
Use the AdWords Search Query Report
Google AdWords keeps tabs on the keywords that were used when a customer clicked on one of your ads. The Search Query Report keeps track of the exact keywords used as well as match types. One major drawback is that they will only report back on the keywords used that resulted in a click. Sorry, no keywords used to generate an impression will be in this report. Sift through this resource to find keywords that converted or have great potential.
Search Query Report
Keyword Capture Data
Google Analytics, Omniture & platforms like AdWords do not report all of the keywords used to find your website. This blind spot prevents you from finding the long-tail 3 to 4 word (or more) keyword phrases used by customers when searching. That’s where keyword capture data comes in. Use online tools like Hit Tail & 103 Bees to capture all the keyword data you could ever ask for.
Long Tail Keywords
Crowdsource Your Keyword Discovery
Discover keywords by observing how online users are referring to your product or service. Find forum & blogs in your niche and look through posts to discover keyword phrases that people are using when talking with each other about your products. This type of data may not show up in keyword research tools, but could be a good source of long-tail keyword ideas.
I’m sure there are other methods out there to expand your keyword baskets for existing Ad Groups. What tools or techniques have worked for your campaigns?
Comments on this entry are closed.