Keyword Research - Beyond The Ordinary

Stop Keyword Research! Start Search Query Mining Alex Cohen, Senior Marketing Manager ClickEquations acohen@clickequations.com | @digitalalex © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 1

ClickEquations: Intelligent Paid Search Platform ClickEquations enables you to manage all aspects of your accounts more easily • Campaign management with bulk editing and easy-to-use optimization • Powerful bid management created with experts from the Wharton School • Best in class analytics for advanced and automated reporting • And ClickEquations makes it all easy through Segments, Adviser, and Analyst Booth 315 © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 2

Sources & Weaknesses 3rd Tier Google’s Keyword ISP Data Search Engines Research Tool No Cost or No Conversion Conversion Data Data © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 4

3 High ROI Ways to Use Search Queries 1. Build Out Negatives 2. Improve Keyword/Query/Text Ad Alignment 3. Promote Winners To Exact Match © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 9

Find The Losers Winners (Search Queries that convert profitably) Last Click Last Click Last Click Search Query Keyword Match Type Avg CPC Clicks Cost Conversions Assists Revenue urinary incontinence on dogs doghouse dogs urinary Broad $ 0.45 2 $ 0.89 1 1 $ 35.98 dog calming spray dog calming Phrase $ 0.59 2 $ 1.18 1 1 $ 28.47 bravo bully sticks in bulk bully sticks Phrase $ 1.27 1 $ 1.27 1 0 $ 89.99 dog urinary medicine dogs urinary Broad $ 0.45 3 $ 1.34 1 1 $ 29.86 wellness brand dog food wellness dog food Broad $ 0.55 3 $ 1.67 1 0 $ 61.53 Losers (Search Queries that do not convert Last Click Last Click Last Click Search Query Keyword Match Type Avg CPC Clicks Cost Conversions Assists Revenue bully sticks wholesale bully sticks Phrase $ 1.39 9 $ 12.67 0 0 $ - bone buddies bully sticks bully sticks Phrase $ 1.43 4 $ 5.71 0 0 $ - newman's own dog food newman's own dog Broad $ 0.41 14 $ 5.45 0 0 $ - bully sticks wholesale bully sticks Phrase $ 1.34 4 $ 5.35 0 0 $ - dog treats, bully sticks bully sticks Phrase $ 1.27 4 $ 5.07 0 0 $ - newman's own dog food newman's own dog Broad $ 0.39 11 $ 4.27 0 0 $ - www.ClickEquations.com/Analyst © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 11

Improve Keyword/Query/Text Ad Alignment • 2009 Porsche 911 Turbo 13 • Used Porsche Resale Values • Porsche Cayenne SUV Porsche © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 13

Improve Keyword/Query/Text Ad Alignment • 2009 Porsche 911 Turbo 14 • Used Porsche Resale Values • Porsche Cayenne SUV Porsche Cayenne Used Porsche Porsche 911 © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 14

Promote Winners to Exact Winners (Search Queries that convert profitably) Last Click Last Click Last Click Search Query Keyword Match Type Avg CPC Clicks Cost Conversions Assists Revenue urinary incontinence on dogs doghouse dogs urinary Broad $ 0.45 2 $ 0.89 1 1 $ 35.98 dog calming spray dog calming Phrase $ 0.59 2 $ 1.18 1 1 $ 28.47 bravo bully sticks in bulk bully sticks Phrase $ 1.27 1 $ 1.27 1 0 $ 89.99 dog urinary medicine dogs urinary Broad $ 0.45 3 $ 1.34 1 1 $ 29.86 wellness brand dog food wellness dog food Broad $ 0.55 3 $ 1.67 1 0 $ 61.53 Losers (Search Queries that do not convert Last Click Last Click Last Click Search Query Keyword Match Type Avg CPC Clicks Cost Conversions Assists Revenue bully sticks wholesale bully sticks Phrase $ 1.39 9 $ 12.67 0 0 $ - bone buddies bully sticks bully sticks Phrase $ 1.43 4 $ 5.71 0 0 $ - newman's own dog food newman's own dog Broad $ 0.41 14 $ 5.45 0 0 $ - bully sticks wholesale bully sticks Phrase $ 1.34 4 $ 5.35 0 0 $ - dog treats, bully sticks bully sticks www.ClickEquations.com/Analyst 4 $ 5.07 Phrase $ 1.27 0 0 $ - newman's own dog food newman's own dog Broad $ 0.39 11 $ 4.27 0 0 $ - © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 16

Monthly: Find Synonyms with Microsoft Ad Intelligence Unreliable Better Microsoft Advertising Intelligence (http://bit.ly/searchintel) © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 18

http://www.alexlcohen.com	502
http://www.slideshare.net	70
http://feeds.feedburner.com	1
http://translate.googleusercontent.com	1
http://tweets.kissmetrics.com	1

Keyword Research - Beyond The Ordinary

by Alex Cohen on Mar 03, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

5 Embeds 575

Statistics

Keyword Research - Beyond The Ordinary — Presentation Transcript