Find that keyword by Joel Bondorowsky
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This presentation by Joel is an integral part of SEMrush webinar, for full video: https://youtu.be/2dDhfzIAeZE
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Find that keyword by Joel Bondorowsky
- 2. The Only Keyword That Matters Only one keyword Matters when 1. Your campaign is new. 2. Your campaign is not yet profitable. 3. Your PPC budget/resources are limited. 4. You haven’t yet found the best ad message. 5. Your sales funnel has not yet been optimized.
- 3. Questions
- 4. 1st Pillar – Put Google Before Yourself • Targeting Just 1 keyword satisfies the 1st of the 5 Pillars of PPC • Google’s Limited resource is ad space. • Satisfy Google with the an account with the best ads. • Optimize your account’s ads faster and more accurately. • Only good ads in your account will get you higher Quality Score.
- 5. 2nd Pillar – Be in Control with Stats you can Use Operate with precision and accuracy. • PPC Puts you in control by letting you measure everything. • With PPC Advertising you choose how much you want to pay for the click by setting a maximum CPC bid based on the value that click gives you. Value Per Conversion X Conversion Rate = Value Per Click $100 X 5% = $5 Less is More – Fewer keywords and dimensions yield more reliable statistics.
- 6. 3rd Pillar – Build a Money Machine Statistical Confidence Winning Ads Optimized Sales Funnel
- 7. Last two Pillars – Optimize for profit + Expand • Once you break even, you need to optimize for the most profit. • Lower CPA or higher ROI does not necessarily yield more cash in the bank. Optimize for profit – 4th Pillar Expand and Grow – 5th Pillar Once you’ve built your money machine it is time to expand. • Experiment with less actionable keywords • Target new verticals • New marketing channels • Target more locations • New Demographics
- 8. Questions
- 9. Campaign Structure – AdWords Hierarchy Account Campaign 2 Ad Group 1 Ad Group 2 Ad Group 3 Keywords Ads Keywords Ads Keywords Ads Campaign 1 Ad Group 1 Ad Group 2 Ad Group 3 Keywords Ads Keywords Ads Keywords Ads
- 10. Campaign Structure – Our Strategy Account Campaign 1 Ad Group 1 Keyword Ads
- 11. Understanding Keywords by User Intent • More keywords • Less relevant keywords • More traffic • Less Keywords • More Relevant Keywords • Less Traffic • Higher Conversion Rates • Most Expensive
- 12. Our Keyword = Desire + Action Keywords that express Desire + Action Website Builder Best Website Builder Keywords that express Interest Create a website Website design Keywords that express Awareness How to build a website Other related keywords Web designer in Orlando Website hosting
- 13. Questions
- 14. Choose Keyword Candidates Make a list of candidates using: 1. Common sense 2. Expand on the list using related keywords from Google searches 3. Use keyword tools such as the Google AdWords Keyword Planner & SemRush to come up with ideas. 4. Find your competitor’s most powerful terms with competitive analysis tools, such as SemRush to help verify the ideas.
- 15. Using Google Related Searches
- 16. Using SEM Rush SEM Rush has tools to help you - Come up with keyword candidates. - Understand which are the driving keywords of your competitors. - Give insight into competitor ad copy as well as landing pages.
- 17. Using The AdWords Keyword Planner Find New keywords - More keyword candidate ideas - Traffic Estimates are Meaningful - Bid estimates need to be taken with a grain of salt
- 18. Select that Keyword Factors in selecting that keyword • Use common sense to understand its Potential for Action/Relevance • Select only a keyword with good enough search Volume Upload your list of candidates to the AdWords keyword tool to find your keyword.
- 19. Next Steps • Ads • Bids & Budgets • Landing Page & Funnel optimization.
Editor's Notes
- Given the for mentioned conditions, targeting just one keyword helps satisfy the 1st of the 5 pillars of PPC by allowing you to optimize the best possible ad for your most powerful and relevant keyword. The best ad will give you the highest CTR which will help google make more of every ad impression it serves. Remember, the ad impression is Google’s limited resource. Advertisers that make the most of it by getting the most clicks are highly rewarded. By focusing on the only keyword that matters you will satisfy the 2nd of the 5 pillars of PPC by have more control through better statistics that are more workable. Best possible ad or ads? More keywords mean more ads or less relevant ads for the keywords.
- 2nd pillar - By focusing on the only keyword that matters you will satisfy the 2nd of the 5 pillars of PPC by have more control through better statistics that are more workable.
- Once you’ve achieved the holy trinity of PPC you then have built a money machine. The three components of the money machine comes from Ads that win. Beat your advertising competitors with CTR which will make you win with google Relevantly describe the product you are selling. Being in control by having statistical confidence in your targeting
- 4. Optimise for Proffit Expand
- Now that you understand the type of keyword you want, one that expresses intent and action, we’ll move on to talk about how to find it. First step is to compile a list of potential candidantes.
- Now that you understand the type of keyword you want, one that expresses intent and action, we’ll move on to talk about how to find it. First step is to compile a list of potential candidantes.
- Now that you understand the type of keyword you want, one that expresses intent and action, we’ll move on to talk about how to find it. First step is to compile a list of potential candidantes.
- Now that you understand the type of keyword you want, one that expresses intent and action, we’ll move on to talk about how to find it. First step is to compile a list of potential candidantes.