Crash Course on Keywords

Keywords.

b yTr a d a P a i d S e a r c h

Research, Types & More.

Hashtag is #KeywordsWebinar

1. Intro

2. Research

3. Head of Tail/Long-Tail

Keywords

4. Keyword Types

5. Dynamic Keyword Insertion

6. Bid Price

7. Analysis

8. About Trada

Hashtag is #KeywordsWebinar

Meet Dan Tisser& Elaine Ellis

Dan TisserTradaAccount Managerhttp://www.trada.com

Elaine EllisTradaSocial Media/Marketing Managerhttp://www.trada.com

Intro.

What’s a Keyword?

When people search for something online, they

choose search terms to define what they’re

looking for. Each paid search campaign selects

keywords that match search terms that are

relevant to the products/services the business

offers. The paid search ad is triggered when

someone uses search terms that match the

keywords.

How a Keyword Becomes an Ad

Keyword PPC AdAd Group

Research.

Google AdWords Tool

Google Wonder Wheel

Other Research Tools

• Market Samurai

• Microsoft Advertising Intelligence

• SEMRush

• Spyword Smart Search

• Wordstream Negative Keyword Tool

• Wordstream Free Keyword Niche Finder

• Wordstream Free Keyword Grouper Google AdWords Traffic Estimator

• Find the links at http://trada.com/blog/2010/11/12/a-list-of-keyword-research-tools/

But Wait! Be Careful With Keyword Generators

Problem #1: Unapplicable keywordsSolution: Review every keyword you want to use from a generator before you upload it to your campaign.

Problem #2: High demand, very broad, low-converting keywords that chew up your budget Solution:Start all keywords that are taken from a keyword generator as phrase or exact match.

Using Social Media For Keyword Research

Using Social Media For Keyword Research

Head-Tail vs

Long-Tail.

Head-Tail Keywords

Head-tail keywords are two or less words.

Pros:Drive more traffic.

Cons:Tend to have vastly more expensive bid prices. Plus, because the keywords are broad, they are less likely to drive conversions.

Long-Tail Keywords

Long-tail keywords are three or more words.

Pros: Traffic from long-tail keywords converts at a higher rate, and has a lower CPC, since demand for the keyword is lower.

Cons: Drive less traffic

Finding the Right Mix of Keywords

•Include BOTH Head and Long-Tail Keywords•Struggling with volume?

•Are you a niche product in a narrow market?•Have you exhausted your keyword research?•Do you have disambiguation's of keywords?•Do you have keywords and Ad Groups for ALL of your products?

•No single solution. All campaigns are different.

Keyword Types.

Broad match keywords

The search engine searches for the keyword(s) you’re using, but also similar phrases and relevant variations. Broad match will include misspellings, plurals and synonyms.

Pros: You can drive significantly more traffic to your ads. You spend less time coming up with long-tail keywords.

Cons: Your traffic is less targeted and less likely to convert. Your keyword may not be strongly correlated to your ad or landing page, and that can hurt your Google Quality Score.

“Phrase match” keywords

Search engines only trigger ads when keywords in your phrase are matched. To create phrase match keywords, surround your keyword phrases in quotes.

Pros: Phrase match is more targeted than broad match, and more flexible than exact match.

Cons: It won’t drive the traffic that broad match does, but won’t be as targeted as exact. It’s a nice in-between way to use keywords.

[Exact match] keywords

Search engines only trigger ads when the exact phrase is matched.

Pros: Extremely targeted traffic that is more likely to convert.

Cons: Will drive less traffic. To compensate, you’ll need a very comprehensive list of keywords.

-Negative Keywords

When you enter a negative keyword into an ad group or campaign it means your ad isn’t triggered when that search term is used.

Pros:More targeted traffic, higher Google Quality Score, less wasted ad spend and more conversions.

Cons: Will drive less traffic. To compensate, you’ll need a very comprehensive list of keywords.

Branded Keywords

Keywords that include your company name or specific company products.

Pros:You’ll pay less than your competitors, companies that rank high in SEO and PPC have a higher click-through-rate and customers are already looking for you.

Cons:You’re paying for traffic you might have gotten for free.

Dynamic

Keyword

Insertion.

What is Dynamic Keyword Insertion?

Dynamickeyword insertion (DKI) is an advanced feature to help advertisers automate ad text creation. It helps you insert keywords in your Ad Group automatically into your ads. DKI helps you minimize the time you spend manually creating and managing your ad groups, while targeting users with effective and relevant ads.

How to Do Dynamic Keyword Insertion

5 Smart DKI Tips

1. Never use broad-matched keywords with DKI

2. Apply negative keywords liberally3. Never use misspellings in DKI ad groups4. Use dynamic text only once in your ad5. Make sure you get the formatting right

Tips courtesy of David Merrick, Trada Optimizer

Bid

Price.

What’s a Bid Price?

All three of the major search engines –Google, Yahoo!/Bing – use a bid-price

model. It’s an auction where advertisers bid the maximum price they’re willing to

pay for a keyword.

Google Traffic Estimator

Major Causes of Keyword Bid Price Fluctuations:

•Holidays and special events•Current events•Increased competitor competition•Google Quality Score

Solutions to Keyword Bid Price Fluctuations:

•Improve your Google Quality Score. This will help lower your minimum bid price.•Are you tapping long-tail keywords?•Eliminate over-priced keywords that aren't converting.•Watch your broad match.•Consider advertising on another network like Bing.

Analysis.

Click Metrics:

Clicks: How many times your ad is clicked.

Impressions: Number of times your PPC ad appeared in Google or Yahoo!/Bing for specific keywords.

Clickthroughrate (CTR): A CTR is obtained by dividing the "number of users who clicked on an ad" on a web page by the "number of times the ad was delivered" (impressions).

Conversions: When someone takes an action. They buy a product, sign up in a lead form, take a survey, ect.

Cost Per Acquisition (CPA): CPA is the total ad spend required to get a visitor to take a desired action – purchase an item or sign up as a lead.

Trada

What is Trada?

Trada is the first (only) paid-search marketplace where agencies and direct advertisers can

leverage the expertise of hundreds of skilled PPC experts, who work collaboratively and

competitively to build and optimize sophisticated PPC campaigns. Everyone works

on a pay-for-performance system earning money by generating low-cost clicks and

conversions for advertisers.

Join Trada as a PPC Expert

•Earn money risk free, working when you want and where you want•You don’t have to find or manage your own clients•Choose the types of campaigns you want to work on.•Join a community of PPC experts

Let’s Hang Out.

Trada.com Trada.com/blog @Trada

Next Webinar

Calculating the ROI of a Paid Search Campaign--Understanding your CPA--Understanding and articulating the value of PPC--An overview of the costs of PPC

Coming to you in January! Look for Your E-mail!

Specific Questions?

Elaine EllisMarketing ManagerEmail me at [email protected]

Bill AdkinsVP of SalesEmail me at [email protected]

http://trada.com http://trada.com/blog @trada