Keyword Research - Beyond The Ordinary

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Keywords are over-hyped in paid search marketing. It's much more important to focus on search queries -- the actual phrase someone typed into the search engine. Watch this presentations to learn what they are, where to find the and how to use them to increase your profit.

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Keyword Research - Beyond The Ordinary

  1. 1. 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
  2. 2. 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
  3. 3. 3 Critical Goals of Keyword Research Volume Competition Intent $$$ © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2010 3
  4. 4. 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
  5. 5. What Is A Search Query? Query Keyword/ Value Match Type © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 5
  6. 6. What Is A Search Query? © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 6
  7. 7. Where Are The Search Queries? Google Bing (MSN) Yahoo © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 7
  8. 8. Search Queries in ClickEquations All 3 Engines Metrics Keyword & Match Type © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 8
  9. 9. 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
  10. 10. Find The Biggest Leaks www.ClickEquations.com/Analyst © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 10
  11. 11. 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
  12. 12. Add Negatives Daily © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 12
  13. 13. 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
  14. 14. 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
  15. 15. Identify Obviously Bad Grouping © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 15
  16. 16. 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
  17. 17. Promote Winners to Exact Exact Match Beats Phrase Match Beats Broad Match © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 17
  18. 18. 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
  19. 19. Monthly: Find Synonyms with Google’s Keyword Tool Google Keyword Tool (http://bit.ly/googlekeyword) Directional © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 19
  20. 20. ClickEquations – Booth 315 acohen@clickequations.com www.ClickEquations.com 484-362-1321 @DigitalAlex www.AlexLCohen.com © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 20
  21. 21. Search Query Mining for Gold! Alex Cohen, Senior Marketing Manager ClickEquations acohen@clickequations.com | @digitalalex © Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 21

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