Day 5: Developing Keyword Lists

Keyword lists are critical for search marketing and SEO. Let us show you how to build your own…

Putting Together a Solid Search Keyword List
When selecting keywords for your search campaign, many of the concepts of SEO keyword selection apply.

The biggest difference is that, since we are paying for each click, we need keywords that are very specific and have a high probability of converting.

Develop a Preliminary List
The first step in developing your list is to find a large number of potential keywords that we can peel down through research and testing.

Using the Google Keyword Tool as described in Day 2 of this course, enter a few generic terms which would apply to the demographic you want to target with your offer.

The Google Keyword Tool will give you a number of keyword ideas to work with.

Scout the Competition
There are two main pieces of information you need to gather during your competition research stage. The first piece is which keywords are currently being used for the offer you are promoting. If the offer is not currently widespread, this may not be important.

If, however, you are promoting an offer which many others are promoting, you will want to know which keywords they use.

When checking out others promoting the same offer, you will want to take note of which position your competition is paying for. This will of course affect bid price and should play a part in your total analysis of which keywords you bid on and at what price.

The second major type of reconnaissance is the competition for keywords you are interested in using.

If the competition is not promoting your offer for a given keyword, this could be an opportunity for you if you think the keyword could be successful.

You also want to know the types of offers being promoted for a given keyword. If the offers are similar, this is a good sign as it shows you may be targeting the correct audience.

You need to be careful of keywords with heavy competition as the bid price may be too high for you to bid on that keyword.

Google Keyword Tool
As with evaluating keywords in the SEO article, you should perform an analysis of competition vs. searches. Using the Google Keyword Tool, will show you the number of searches on a keyword in a given month, as well as the competition for that keyword.

Always compare searches to competition level – a word with high searches and low competition offers an opportunity to get your ad shown for a low bid price.

Of course, you must always mind how well the keyword is targeted to your audience as I will explore later in this article.

Less is More
You DO NOT need an enormous keyword list to be profitable with search marketing. Instead, you need a list of quality words targeted to your audience.

It all breaks down to a science – you need keywords that have a higher conversion rate (producing more revenue) than what you spend bidding on the keywords.

A good strategy is to develop a number of small keyword lists with separate sub IDs so that you can track the success.

Pay attention to each keyword click-through ratio, as this shows attractive keywords, but you also need to use sub IDs to know how well your keywords are converting.

By creating a number of small lists with separate sub IDs, you can easily track how well your keywords are doing, and delete those which are not profitable.

Targeted Keywords
When selecting keywords, always think about the audience you want to target. Think about the demographic of the users clicking on an ad displayed from each keyword you bid on.

Are there multiple reasons why a user would search for that keyword? Would users searching for that keyword be interested in the offer you are promoting?

Focus on keywords that are very specific, as opposed to generic, broad keywords. Broad keywords may show your ad, but will probably not target your audience well.

If the broad keywords don’t convert on your offer, you will end up spending a lot of money and making very little.

Pick specific keywords and track their conversion rates. Delete keywords which aren’t producing.

Keyword List Mistakes
1. Broad or popular keywords which are not targeted to the audience you know will convert
2. Not researching the competition
3. Targeting keywords with very few searches
4. Failing to test your keyword list and update as necessary

Test, Monitor, Re-­test
Using sub IDs, you should always be monitoring the click through ratios and conversion rates. By breaking down your keyword lists into small groups with sub IDs, you can track performance and make modifications just as you should with your landing page.

After you test and monitor, you can delete keywords that are not paying off, and re-test to check performance.

Competition and audience taste is always evolving, so testing and modifying is essential to keeping your keyword list profitable.

In our next email, we’ll show you exactly how (and why) to use negative keywords.

Till next time,


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