View
640
Download
1
Category
Preview:
Citation preview
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
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Marshall vs. The Machines!
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Keyword Research is boring…
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
One-and-DoneKeyword Research
Goodbye!
Adios!
Ciao!
Au Revoir!
Arrivederci!
Bye Bye!
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Create Perpetual Motion in Keyword Research
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
We All Have to Start SomewhereThe Keyword Research Machine
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Ask your client. Ask your boss. Ask your friends. Ask your mom… seriously!
NO IDEA IS A BAD IDEA Until you prove otherwise.
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Google AdWords Keyword Planner Bing Ads Keyword Planner Bing Ads Intelligence for Excel Competitor Keyword Tools SEM Rush Spy Fu
Tools
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
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
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Feel the Force, Luke. Keywords Are EverywhereThe Keyword Research Machine
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Do (laugh) Or Do Not (laugh). There Is No Try.
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
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?
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Amazon Ads Search Queries Search queries – just like PPC. Tremendous insight into purchase intent.
Influence search PPC activities. And vice versa.
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Social Media ActivityIt’s not just about the razor blades. Razor handles are important, too!
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Targeting Features = Keyword SpiesThe Keyword Research Machine
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
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.
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
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.
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
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.
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Perpetual Search Query DiscoveryBroad MatchModified Broad MatchPhrase Match
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
In the End, Only Kindness Matters…(I Mean, Search Queries)The Keyword Research Machine
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
I Kinda Miss the 90’s…
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
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.
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
BONUS – Ninja Skillz in ExcelDon’t be that lady…
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
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.
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
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).
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
=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")
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
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.
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Quickly Sort Suggested Keywords or Negatives
Or go a step further and create a second tab to group suggested keywords into ad groups!
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Set the Gears in MotionThe Keyword Research Machine
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Now You’ve Come Full
Circle.Full Circle.Full Circle.Full Circle.
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
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)
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Thank You! Questions?
john@clixmarketing.com @john_a_lee
www.clixmarketing.com
Recommended