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5 Super Simple Ways to Dominate Your PPC KW Research w/ Wordstream

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In this sponsored #SEJthinktank webinar, Erin Sagin of WordStream shares five ways to identify new keywords for your PPC account. She talks about how to leverage existing search query data, take advantage of Google’s free tools, and even spy on the competition.

Published in: Marketing
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5 Super Simple Ways to Dominate Your PPC KW Research w/ Wordstream

  1. 1. 7 Crazy-Effective Strategies to Create Clickable Image Ads 5 SUPER-SIMPLE WAYS TO DOMINATE PPC KEYWORD RESEARCH BY: ERIN SAGIN
  2. 2. MEET ERIN • PPC EVANGELIST & COMMUNITY MANAGER AT WORDSTREAM • “FROM” BOSTON, MA • TWEET ME @ERINSAGIN
  3. 3. POLL: WHAT IS YOUR CURRENT ROLE? 1. I WORK AT AN AGENCY, RUNNING PPC FOR VARIOUS CLIENTS 2. I’M AN IN-HOUSE PPC SPECIALIST 3. I RUN VARIOUS MARKETING PRACTICES IN-HOUSE 4. I’M A BUSINESS OWNER WHO RUNS HIS/HER OWN DIGITAL MARKETING
  4. 4. TRUTH: YOUR KEYWORD QUEST WILL NEVER END @ERINSAGIN @WORDSTREAM
  5. 5. 15% OF SEARCH QUERIES HAVE NEVER BEEN SEARCHED FOR BEFORE -GOOGLE @ERINSAGIN @WORDSTREAM
  6. 6. SO I’M EXPECTED TO BE A MINDREADER, NOW? @ERINSAGIN @WORDSTREAM
  7. 7. YOU DON’T HAVE TO BE CRAZY CREATIVE @ERINSAGIN @WORDSTREAM
  8. 8. EXISTING PROSPECTS LEAVE BEHIND PLENTY OF HINTS @ERINSAGIN @WORDSTREAM
  9. 9. @ERINSAGIN @WORDSTREAM AND THERE’S NO SHORTAGE OF TOOLS
  10. 10. ERIN’S TOP 5 KEYWORD RESEARCH TIPS @ERINSAGIN
  11. 11. 7 Crazy-Effective Strategies to Create Clickable Image Ads KEYWORD RESEARCH TIP #1 GOOGLE ANALYTICS SITE SEARCH @ERINSAGIN @WORDSTREAM
  12. 12. WHAT ARE PEOPLE LOOKING FOR ON YOUR SITE? @ERINSAGIN @WORDSTREAM
  13. 13. IF YOUR SITE HAS SEARCH FUNCTIONALITY, TRACK WHAT PEOPLE ARE DOING WITH IT @ERINSAGIN @WORDSTREAM
  14. 14. GREAT FOR NEW KEYWORD, PRODUCTS AND LANDING PAGE IDEAS @ERINSAGIN @WORDSTREAM
  15. 15. HOW DO YOU OBTAIN THIS INFORMATION? @ERINSAGIN @WORDSTREAM
  16. 16. TURN ON SITE SEARCH SETTINGS @ERINSAGIN @WORDSTREAM
  17. 17. DIVE INTO YOUR SITE SEARCH >> SEARCH TERMS REPORT @ERINSAGIN @WORDSTREAM
  18. 18. 7 Crazy-Effective Strategies to Create Clickable Image Ads KEYWORD RESEARCH TIP #2 GET YOUR SPY ON @ERINSAGIN @WORDSTREAM
  19. 19. THERE’S NOTHING WRONG WITH A LITTLE GOOD- NATURED SPYING @ERINSAGIN @WORDSTREAM
  20. 20. LEVERAGE GOOGLE’S KEYWORD PLANNER @ERINSAGIN @WORDSTREAM
  21. 21. INPUT YOUR COMPETITOR’S URL, RATHER THAN YOUR OWN @ERINSAGIN @WORDSTREAM
  22. 22. CHECK OUT SNEAKY, 3RD PARTY TOOLS @ERINSAGIN @WORDSTREAM
  23. 23. FOR EXAMPLE: SEMRUSH @ERINSAGIN @WORDSTREAM
  24. 24. 7 Crazy-Effective Strategies to Create Clickable Image Ads KEYWORD RESEARCH TIP #3 STAY UP WITH THE TRENDS @ERINSAGIN @WORDSTREAM
  25. 25. GOOGLE.COM/ TRENDS = MARKETERS’ PLAYGROUND @ERINSAGIN @WORDSTREAM
  26. 26. FIND TOP SEARCHES RELATED TO YOUR KEY TERMS @ERINSAGIN @WORDSTREAM
  27. 27. REGIONAL DIALECTS SHOULD IMPACT YOUR KEYWORD SELECTION @ERINSAGIN @WORDSTREAM
  28. 28. UNDERSTAND GEO-SPECIFIC LANGUAGE VARIATIONS @ERINSAGIN @WORDSTREAM
  29. 29. UNDERSTAND GEO-SPECIFIC LANGUAGE VARIATIONS @ERINSAGIN @WORDSTREAM
  30. 30. 7 Crazy-Effective Strategies to Create Clickable Image Ads KEYWORD RESEARCH TIP #4 TAP INTO SEARCH QUERY REPORTS @ERINSAGIN @WORDSTREAM
  31. 31. SEARCH QUERY REPORTS ARE MY #1 SOURCE OF HIDDEN GEMS @ERINSAGIN @WORDSTREAM
  32. 32. SEE SEARCH TERMS IS BASED ON REAL SEARCHES @ERINSAGIN @WORDSTREAM
  33. 33. PERFECT PLACE TO FIND LONG- TAIL TERMS @ERINSAGIN @WORDSTREAM
  34. 34. NEW AD GROUP/PRODUCT IDEAS @ERINSAGIN @WORDSTREAM
  35. 35. AND TERMS THAT YOU NEVER WANT TO SHOW UP FOR AGAIN @ERINSAGIN @WORDSTREAM
  36. 36. ARE YOU RUNNING DSA CAMPAIGNS? @ERINSAGIN @WORDSTREAM
  37. 37. SEARCH QUERY REPORTS FOR DSAS ARE KEYWORD GOLDMINES @ERINSAGIN @WORDSTREAM
  38. 38. DON’T FORGET: SHOPPING CAMPAIGNS YIELD QUERY REPORTS, TOO! @ERINSAGIN @WORDSTREAM
  39. 39. TAKE ACTION DIRECTLY FROM QUERYSTREAM @ERINSAGIN @WORDSTREAM
  40. 40. 7 Crazy-Effective Strategies to Create Clickable Image Ads KEYWORD RESEARCH TIP #5 RIFF OFF YOUR SHOPPING FEED
  41. 41. ARE YOU AN E- COMM ADVERTISER RUNNING SHOPPING CAMPAIGNS? @ERINSAGIN
  42. 42. YOUR SHOPPING FEEDS ARE CHOCK-FULL OF KEY PRODUCT TERMS @ERINSAGIN @WORDSTREAM
  43. 43. POP TOP TERMS INTO ADWORDS’ KEYWORD PLANNER @ERINSAGIN @WORDSTREAM
  44. 44. VOILA! KEYWORDS GALORE! @ERINSAGIN @WORDSTREAM
  45. 45. POLL: WHAT DO YOU WANT TO LEARN ABOUT NEXT? 1. MORE KEYWORD RESEARCH TIPS 2. MOBILE ADVERTISING 3. CRO AND LANDING PAGE TIPS 4. SOCIAL MEDIA ADVERTISING
  46. 46. HAPPY HUNTING!
  47. 47. IMAGE SOURCES • PIXABAY.COM • UNSPLASH.COM • GRATISOGRAPHY.COM

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