Keyword List Generation & Expansion

An accounts success depends on its Inventory. Expansion is not simply adding to your account, it is researching the best ones that describe your products/services and knowing what your competitors are using/bidding on.

There are a lot of Research Tools in the market, some for free some on a monthly subscription basis which can be used to generate a solid List. Search for Research Tools on any of the search engines or simply use tools available through your Google AdWords, Yahoo (Overture), or MSN (AdCenter) accounts.

Segmenting Expansion:

  • Research: Always research traffic volume for related to your product/service before adding them to your account - Caution: High volume are good to bid on, however, be aware of your accounts Conversion Rate, & don’t expect 100% Conversion - which means it is good to be a little conservative when setting Max. PPCs for such high volume terms as they have a tendency to burn through budgets quickly and before you know it, you will end up with a high Negative ROI
  • Misspellings: It is good practice to add misspellings to your List - Example: I have seen conversions from like caars (cars); & motgage (mortgage)
  • Competitive Research: Some Research Tools show what competitors are bidding on. Good place to begin this would be to use Google Research Tool and simply adding your competitors domain to generate a lit of from their website
  • Short Tail & Long Tail : Good strategy to include both, even though more often than not Long Tail tend to have less volume and therefore lower conversions

Tips on researching & usability of your list:

  • Your Website & Content: Your own website and its content is a great please to get your research started. AdWords allows you to specify a URL that should be used to generate a proposed list
  • Competitor’s Website: If you don’t have a website set up already, or are still working on the content, try inputting your competitor’s URL(s) and you will have a great list to begin with
  • Usability: Your list can be used for both Pay Per Click campaigns as well as your SEO campaigns - I will have some information on managing SEO campaigns and generating a list for those campaigns soon

Know your product/service, know your competitor well, and it will help you generate a solid list for your Pay Per Click Advertising as well as Search Engine Optimization Campaigns for all your landing pages and overall SEM efforts.


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This entry was posted on Friday, July 18th, 2008 at 8:45 pm and is filed under 1. PPC Basics, Keyword Inventory. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.

4 Responses to “Keyword List Generation & Expansion”

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