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Presenter:Madhurima Bhattacharya

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First word that comes to my mind when I search for something online

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• What are people (potential customers) searching for?

• Is it some random word that someone types in the search box?

• Do the searches have any pattern?

• Is there a connection between search query and keyword research?

Keyword Research = Knowing our customer

Keyword research is the process of finding out the words or phrases that

potential customers are searching online.

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• Why are keywords crucial for online marketing?

• Keywords are the words and phrases that people type into a search engine in

order to find a website offering the information they are looking for

• The search engine uses the keywords to decide which webpages to deliver in

their result pages

• Hence generating the largest list of relevant keywords to get maximum visibility

and tracking their performance in the campaign are the two utmost important

things

• So it is absolutely essential that he finds the "right" keywords to use and so PPC

keyword research becomes extremely important in relation to his overall

profitability

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Analyze client website to generate terms related to the product/service

Expand the keywords using keyword tools such as Google

AdWords, MSN Ad Centre, WordStream, Contextual Targeting,

Keyword Spy

Form long tail keywords and coin keyword combinations like

Ranks.NL

Add keywords in Broad, Phrase, Exact Match types

Remove irrelevant and negative keywords

Add misspelt keywords using tools like SEO Chat, MSN

AdLabs keyword mutation tool

Post bulk list creation, the keywords are grouped into

relevant themes

Search metatags of relevant/competitor

sites for keywords

Google Wonder Wheel

Check which keywords competitors are

bidding on using keywordspy.com,

spyfu.com, semrush.com

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Samsung smartphones

Blackberry Smartphone

different models

Blackberry Smartphone

BROAD EXACTPHRASE

Broad: Allows your ad to show on similar phrases and

relevant variations

Phrase: Allows your ad to show for searches that match

the exact phrase suffixed/prefixed with other keywords

Exact: Allows your ad to show for searches that match the

exact phrase exclusively

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Entity Association Graph

Explore the correlations among entities when they

co-occur within a query or user session

Keyword Group Detection

Given a word or phrase, find a set of similar words

among the online queries

Keyword Mutation Detection

Detect frequent misspellings or alternative

spellings of the same keyword in search query logs

Keyword Forecast

Forecast the impression count and demographic

predictions using your selected list of keywords

Search Funnels

Analyze and visualize user search sequences in

the form of funnels

Keyword Analyzer

Keyword Generator

Keyword Search Tool

Keyword Research Tool

Keyword Suggestion Tool

Negative Keyword Tool

Google Keyword Tool

Wordtracker

Google AdWords Keyword Tool

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• Contextual Targeting Tool

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With the Contextual Targeting Tool, you can build tightly themed keyword lists for

campaigns that are running on the Google Display Network.

When you enter words or phrases in the Contextual Targeting Tool, the tool suggests a

set of keywords related to your terms, and groups the keywords into themed ad groups

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This tool helps gain access to a massive database of keywords

which your competitors are bidding on.

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Keyword CombinationsA keyword list generator. The

Keyword Combinations tool is

made to create phrase / keyword

lists by combining keywords. The

generated lists can be useful

when advertising on PPC search

engines such as Google AdWords

or Yahoo Search marketing.

Results for: flowerMistyped Keywords

flowre

rlower

tlower

clower

dlower

fpower

flpower

floeer

floser

floqer

flowee

flowet

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Adding a negative keyword to your ad

group or campaign means that your ads

won't show for searches containing that

term. By filtering out unwanted

impressions, negative keywords can help

you reach the most appropriate prospects,

reduce your cost-per-click (CPC), and

increase your ROI.

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• Group Similar Keywords

• Group your keywords into themes based on your products, services, or

descriptive terms

• It helps in breaking down huge lists of keywords into groups and sub groups

• By doing so, Google identifies the thematic cluster and shows the relevant ad text

for it

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Samsung smartphone

Smartphone

Blackberry smartphone

Palm smartphone

Android smartphone

PDAs and smartphones

Motorola smartphone

Smartphone reviews

Buy smartphone online

Best smartphone in the market

Smartphones