Keyword Expansion
I have been asked many times, how can you expand on your keyword list as the landscape is constantly changing and people are always using new queries or combination of queries to to search for what you have to sell. I will summarize my practices in combination with previous post, in this post:
- Know your product/service - it is easy to define your product/service in keywords
- Know your competition - always know what your competitor is bidding on, or is using as meta tags or even reading their content
- Search Query Report - using Google’s Search Query report will help you build a solid negative keyword list as well as add a lot of new keywords that are relevant to your product/service but are not in your account
- Existing keyword list - always reflect back on your existing keyword list. One thing I have tested and have had great success with is concatenating top converting keywords. It might work it might not work, it simply depends on the product/service. This could also prove as a good Long Tail Keyword strategy
- Keyword Research Tools - As mentioned in my earlier posts, always use a keyword research tools available online. Some are free, some come with a monthly subscription
- Misspellings - Testing on misspellings can help generate incremental conversions as well, but keep a close eye on their performance and pause/delete them if they prove to be effecting the overall account negatively
June 12th, 2009 at 9:00 am
Good article. I think that PPC has to be blended into an overall marketing strategy. A successful pay-per-click campaign is about using the right combination of keywords, ads, and landing pages, and boy is this more important than ever right now. Firms are very careful now about spend on marketing and this is showing in the marketplace with firms shopping around for effective online marketing solutions.
June 12th, 2009 at 6:12 pm
Hi, gr8 post thanks for posting. Information is useful!