This document discusses using various digital marketing tools and data sources to continuously evolve keyword research and discovery. It encourages leveraging tools like Google and Bing keyword planners, SEMrush, competitor data, search queries from shopping campaigns, Amazon, social media, and website analytics to generate new keyword ideas. Conditional statements in Excel are presented as a way to efficiently sort large volumes of search query data to identify potentially high-value keywords or negative keywords to refine search campaign performance. The overall message is that keyword research should be an ongoing, perpetual process to maximize search advertising growth.
11. 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
12. Feel the Force, Luke.
Keywords Are Everywhere
The Keyword Research Machine
13.
14. 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?
15. Amazon Ads Search Queries
Search queries – just like PPC.
Tremendous insight into purchase intent.
Influence search PPC activities.
And vice versa.
18. Dynamic Search Ads
Target 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.
19. 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.
20. RLSA
Marry 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.
24. 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.
26. 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.
27. 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.
28. Conditional Statements for
Search Query Reports
Use a simple “if” statement to see if a specific word is contained within column A
(search query).
=IF(ISNUMBER(SEARCH("BSN",A2)),"yes","no")
Term to look for
Where to Look
If found
If not found
29. 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")
30. 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.
31. Quickly Sort Suggested Keywords or
Negatives
Or go a step further and create a second tab to group suggested keywords into ad groups!
32. Set the Gears in Motion
The Keyword Research Machine
33.
34. 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)