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Almost AI: Achieve PPC Growth with
an Evolving, Learning Keyword
Research Machine
Managing Partner – Clix Marketing
Digital Advertising Geek
Emphasis on “Geek”
Writer:
Search Engine Watch, ClickZ, Clix Marketing
Blog, The SEM Post, Acquisio Blog, PPC Hero
Speaker:
SMX, SMX Social, HeroConf, SES / ClickZ Live,
State of Search, Acquisio User Summit, Bing Ads
Connect, Zenith
Marshall vs. The Machines!
We All Have to Start
Somewhere
The Keyword Research Machine
Ask your client.
Ask your boss.
Ask your friends.
Ask your mom… seriously!
NO IDEA IS A BAD IDEA
Until you prove otherwise.
Google AdWords
Keyword Planner
Bing Ads
Keyword Planner
Bing Ads Intelligence for Excel
Competitor Keyword Tools
SEM Rush
Spy Fu
Tools
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
Feel the Force, Luke.
Keywords Are Everywhere
The Keyword Research Machine
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?
Amazon Ads Search Queries
Search queries – just like PPC.
Tremendous insight into purchase intent.
Influence search PPC activities.
And vice versa.
Social Media
Activity
It’s not just about the razor blades.
Razor handles are important, too!
Targeting Features =
Keyword Spies
The Keyword Research Machine
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.
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.
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.
Perpetual Search
Query Discovery
Broad Match
Modified Broad Match
Phrase Match
In the End,
Only Kindness Matters…
(I Mean, Search Queries)
The Keyword Research Machine
I Kinda Miss the 90’s…
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.
BONUS –Ninja Skillz in Excel
Don’t be that lady…
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.
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.
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
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")
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.
Quickly Sort Suggested Keywords or
Negatives
Or go a step further and create a second tab to group suggested keywords into ad groups!
Set the Gears in Motion
The Keyword Research Machine
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)
Thank You!
Questions?
john@clixmarketing.com
@john_a_lee
www.clixmarketing.com

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Create a Perpetual Motion Machine for Keyword Research #Zenith2016

  • 1. Almost AI: Achieve PPC Growth with an Evolving, Learning Keyword Research Machine
  • 2. Managing Partner – Clix Marketing Digital Advertising Geek Emphasis on “Geek” Writer: Search Engine Watch, ClickZ, Clix Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero Speaker: SMX, SMX Social, HeroConf, SES / ClickZ Live, State of Search, Acquisio User Summit, Bing Ads Connect, Zenith
  • 3. Marshall vs. The Machines!
  • 4.
  • 5.
  • 6.
  • 7.
  • 8. We All Have to Start Somewhere The Keyword Research Machine
  • 9. Ask your client. Ask your boss. Ask your friends. Ask your mom… seriously! NO IDEA IS A BAD IDEA Until you prove otherwise.
  • 10. Google AdWords Keyword Planner Bing Ads Keyword Planner Bing Ads Intelligence for Excel Competitor Keyword Tools SEM Rush Spy Fu Tools
  • 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.
  • 16. Social Media Activity It’s not just about the razor blades. Razor handles are important, too!
  • 17. Targeting Features = Keyword Spies The Keyword Research Machine
  • 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.
  • 21. Perpetual Search Query Discovery Broad Match Modified Broad Match Phrase Match
  • 22. In the End, Only Kindness Matters… (I Mean, Search Queries) The Keyword Research Machine
  • 23. I Kinda Miss the 90’s…
  • 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.
  • 25. BONUS –Ninja Skillz in Excel Don’t be that lady…
  • 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)