Posts Tagged expansion

3 Advanced Strategies to Extract New Keywords from Your Google AdWords Search Query Data

So you’ve realised your current Google AdWords strategy is missing out on a big opportunity to connect with long-tail searchers who are further along in the buying cycle and more likely to convert. You’ve also realised you’ve collected a wealth of search query data while you’ve been running your current Google AdWords campaigns over the past few months or years. You therefore want to use your search query data to improve your long-tail targeting, reach these searchers at the later stages of the buying cycle, and increase your return on investment (ROI) from Google AdWords marketing.

However, when analysing your search query report, it can all too often be overwhelming. It can be hard to know where to start. You find yourself falling victim to analysis paralysis, and give up without making any tangible improvements to your campaigns. So to help mine your search queries for new long tail keywords, below are 3 techniques I find incredibly useful:

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3 Million Keywords

Google last month increased the maximum number of keywords allowed in a standard Google AdWords account from approximately 50,000 to 3 million. Yes, that’s right, you can now have up to 3 million keywords in your Google AdWords account.

And while most pay per click (PPC) advertisers are probably already doing a fair job at targeting a large number of relevant searchers through their existing keyword lists, there are massive opportunities for PPC advertisers who take the time to research thousands more keywords than their competitors.

Let’s find out why.

1. More Impressions

To illustrate the first reason, let’s consider Google’s phrase match for a moment. By bidding on the keyword ‘sony bravia tv’, and setting it to phrase match, you are essentially saying to Google:

“Show my ad whenever someone mentions the word ‘sony bravia tv’ in their search query”.

The job of phrase match is to show your ads for searches that mention your keyword phrase. You might therefore think this will enable your ads to appear whenever someone mentions the phrase ‘sony bravia tv’ in their search query.

Wrong.

Just because you have chosen to bid on the keyword ‘sony bravia tv’, does not mean your ad is guaranteed to show for any search containing the phrase ‘sony bravia tv’. You are competing with thousands of other advertisers for Google’s search results page real estate, and Google can only show a finite number of ads at any one time (10-12).

When deciding which ads to show, Google will display the ads that are most likely to generate a high click through rate (CTR), and those that have a relatively high Quality Score.

So when someone searches for ‘sony bravia 50 inch tv black’, PPC advertisers who have chosen to bid on a keyword close to ‘sony bravia 50 inch tv black’, and are able to display an ad which is relevant to Sony Bravia 50 inch TVs, is more likely to be awarded the chance to appear on Google’s search results page, than your generic keyword ‘sony bravia tv’, which triggers a more generic ad message.

The percentage of impressions your keywords receive for all ‘available’ searches is counted in Google’s Impression Share metric. The higher your Impression Share, the higher the percentage of available searches in which your ads appear.

The crucial point is this – by researching thousands of relevant keywords, all other things equal, you are more likely to show for a greater number of relevant searches. By researching thousands of keywords, your impressions and click volume will increase considerably.

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4 Practical Ways to Lower Your AdWords CPCs

WordStream last week carried out some fascinating research on Google AdWords CPC prices of different sectors. One key finding was that the finance industry carried high CPCs of up to $54.91, while other service-related sectors such as education, law and health also exhibited expensive CPC prices of over $30.00.

It’s All Relative

Since CPC prices are often closely linked to the potential profitability of a sale from that keyword, the CPC price is often a mute point. A ‘bad credit history remortgage’ could be worth $15,000 profit to a remortgage broker, so having CPCs in excess of $50.00 can deliver a strong return on investment.

On the other hand, the keyword ‘New York weather’ has little commercial intention, so keywords such as this tend to benefit from low CPCs.

While this relativity of CPC prices makes CPC comparisons across sectors rather meaningless, most PPC advertisers would jump at the chance to pay lower CPCs. So below are 4 strategies I’ve found useful for achieving lower CPCs, while still maintaining a strong conversion rate.

 

Source: Wordstream

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How to Strike Gold in Google’s Search Query Report

Google’s search query reports provide PPC advertisers with two fantastic opportunities to improve the performance of their AdWords campaigns:

  1. Identify irrelevant keywords which can be added as negatives
  2. Identify new keyword opportunities for keyword expansion

The difficulty, however, is efficiently and reliably pulling out trends and insights from a raw search query report. According to Google, 25% of searches made each day are completely unique, and 70% of searches lie outside of Google’s Keyword Tool. While this suggests that the large majority of your search queries will have received only a handful of clicks (making trend-spotting extremely difficult), it also presents a great opportunity for identifying new keywords outside of the Keyword Tool.

This article will explore the techniques which can be used not only to identify negative keywords from a search query report, but also identify new opportunities for practical keyword expansion.

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The Broad Match Generator

Google AdWords gives pay per click advertisers a wealth of tools to create, test and optimise highly-targeted pay per click (PPC) campaigns. One of the methods of doing so is through match type: exact, phrase and broad.

While exact and phrase match keywords are generally more controllable than broad match keywords, broad match can open up your business to a significant number of additional customers – those who might otherwise have been missed if only exact and phrase match keywords were used.

As we consider the pros and cons of each match type, we find that a balance is therefore required between the extra visitors broad match can deliver, and the quality of those extra visitors. In trying to find that balance, we consider a technique called the Broad Match Generator, which uses broad match search queries to generate new exact, phrase, and negative keywords. We see how the methodical process of regularly analysing  search query data, to continually expand keyword lists and ad text relevancy (Broad Match Generation), can help take advantage of the opportunities of broad match while still delivering a strong ROI.

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