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

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7 Crazy-Effective Strategies to Create Clickable Image Ads
5 SUPER-SIMPLE
WAYS TO DOMINATE
PPC
KEYWORD
RESEARCH
BY: ERIN S...

MEET ERIN
• PPC EVANGELIST & COMMUNITY
MANAGER AT WORDSTREAM
• “FROM” BOSTON, MA
• TWEET ME @ERINSAGIN

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...

TRUTH: YOUR
KEYWORD QUEST
WILL NEVER END
@ERINSAGIN @WORDSTREAM

15% OF SEARCH
QUERIES HAVE
NEVER BEEN
SEARCHED FOR
BEFORE
-GOOGLE
@ERINSAGIN @WORDSTREAM

SO I’M EXPECTED
TO BE A
MINDREADER,
NOW?
@ERINSAGIN @WORDSTREAM

YOU DON’T HAVE
TO BE CRAZY
CREATIVE
@ERINSAGIN @WORDSTREAM

EXISTING
PROSPECTS LEAVE
BEHIND PLENTY
OF HINTS
@ERINSAGIN @WORDSTREAM

@ERINSAGIN @WORDSTREAM
AND THERE’S NO
SHORTAGE OF TOOLS

ERIN’S TOP 5
KEYWORD RESEARCH
TIPS
@ERINSAGIN

7 Crazy-Effective Strategies to Create Clickable Image Ads
KEYWORD RESEARCH TIP #1
GOOGLE ANALYTICS SITE
SEARCH
@ERINSAGIN...

WHAT ARE
PEOPLE LOOKING
FOR ON YOUR
SITE?
@ERINSAGIN @WORDSTREAM

IF YOUR SITE HAS
SEARCH
FUNCTIONALITY,
TRACK WHAT
PEOPLE ARE
DOING WITH IT
@ERINSAGIN @WORDSTREAM

GREAT FOR NEW
KEYWORD,
PRODUCTS AND
LANDING PAGE
IDEAS
@ERINSAGIN @WORDSTREAM

HOW DO YOU OBTAIN THIS INFORMATION?
@ERINSAGIN @WORDSTREAM

TURN ON SITE SEARCH SETTINGS
@ERINSAGIN @WORDSTREAM

DIVE INTO YOUR SITE SEARCH >> SEARCH
TERMS REPORT
@ERINSAGIN @WORDSTREAM

7 Crazy-Effective Strategies to Create Clickable Image Ads
KEYWORD RESEARCH TIP #2
GET YOUR SPY ON
@ERINSAGIN @WORDSTREAM

THERE’S NOTHING
WRONG WITH A
LITTLE GOOD-
NATURED SPYING
@ERINSAGIN @WORDSTREAM

LEVERAGE
GOOGLE’S
KEYWORD
PLANNER
@ERINSAGIN @WORDSTREAM

INPUT YOUR
COMPETITOR’S
URL, RATHER
THAN YOUR OWN
@ERINSAGIN @WORDSTREAM

CHECK OUT
SNEAKY, 3RD
PARTY TOOLS
@ERINSAGIN @WORDSTREAM

FOR EXAMPLE:
SEMRUSH
@ERINSAGIN @WORDSTREAM

7 Crazy-Effective Strategies to Create Clickable Image Ads
KEYWORD RESEARCH TIP #3
STAY UP WITH THE TRENDS
@ERINSAGIN @WOR...

GOOGLE.COM/
TRENDS =
MARKETERS’
PLAYGROUND
@ERINSAGIN @WORDSTREAM

FIND TOP SEARCHES RELATED TO YOUR KEY
TERMS
@ERINSAGIN @WORDSTREAM

REGIONAL
DIALECTS SHOULD
IMPACT YOUR
KEYWORD
SELECTION
@ERINSAGIN @WORDSTREAM

UNDERSTAND GEO-SPECIFIC LANGUAGE
VARIATIONS
@ERINSAGIN @WORDSTREAM

UNDERSTAND GEO-SPECIFIC LANGUAGE
VARIATIONS
@ERINSAGIN @WORDSTREAM

7 Crazy-Effective Strategies to Create Clickable Image Ads
KEYWORD RESEARCH TIP #4
TAP INTO SEARCH QUERY
REPORTS
@ERINSAGI...

SEARCH QUERY
REPORTS ARE MY
#1 SOURCE OF
HIDDEN GEMS
@ERINSAGIN @WORDSTREAM

SEE SEARCH TERMS IS BASED ON REAL SEARCHES
@ERINSAGIN @WORDSTREAM

PERFECT PLACE
TO FIND LONG-
TAIL TERMS
@ERINSAGIN @WORDSTREAM

NEW AD
GROUP/PRODUCT
IDEAS
@ERINSAGIN @WORDSTREAM

AND TERMS THAT
YOU NEVER WANT
TO SHOW UP FOR
AGAIN
@ERINSAGIN @WORDSTREAM

ARE YOU
RUNNING DSA
CAMPAIGNS?
@ERINSAGIN @WORDSTREAM

SEARCH QUERY REPORTS FOR DSAS ARE KEYWORD
GOLDMINES
@ERINSAGIN @WORDSTREAM

DON’T FORGET:
SHOPPING
CAMPAIGNS YIELD
QUERY REPORTS,
TOO!
@ERINSAGIN @WORDSTREAM

TAKE ACTION
DIRECTLY FROM
QUERYSTREAM
@ERINSAGIN @WORDSTREAM

7 Crazy-Effective Strategies to Create Clickable Image Ads
KEYWORD RESEARCH TIP #5
RIFF OFF YOUR SHOPPING
FEED

ARE YOU AN E-
COMM ADVERTISER
RUNNING SHOPPING
CAMPAIGNS?
@ERINSAGIN

YOUR SHOPPING
FEEDS ARE
CHOCK-FULL OF
KEY PRODUCT
TERMS
@ERINSAGIN @WORDSTREAM

POP TOP TERMS
INTO ADWORDS’
KEYWORD PLANNER
@ERINSAGIN @WORDSTREAM

VOILA! KEYWORDS GALORE!
@ERINSAGIN @WORDSTREAM

POLL: WHAT DO YOU WANT TO LEARN
ABOUT NEXT?
1. MORE KEYWORD RESEARCH TIPS
2. MOBILE ADVERTISING
3. CRO AND LANDING PAGE TI...

HAPPY
HUNTING!

IMAGE SOURCES
• PIXABAY.COM
• UNSPLASH.COM
• GRATISOGRAPHY.COM

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