Basics of Keyword Research, Planning, and Organization [57, 58, 59]

on

 57. The Basics of Keyword Research



THINKING IN TERMS OF FUNNELS | Top - Middle - Bottom
Example: Forbes Magazine
  • Bottom: Forbes Magazine, Business Magazine, Forbes Subscription, Best Magazines for Business
  • Top: Overall business advice, Reading material for travel
    • Not must intuitive and don't convert as well - but conversion isn't the most important metric - profit is the best.
    • Less saturated and therefore less expensive.

UNDERSTANDING YOUR INDUSTRY
  • You know your products well
  • You know your customers well
  • You know your industry well
  • But do you know how people *search* for your products.
    • What frustrates them?
    • What questions do they have they're looking for answers for?
    • There's something in their life that could be improved.
    • At each stage of the funnel (psychological progression) people talk to search engines in different ways. 

  • Bid Properly and Send Them To Right Content on Website
  • BOF is easy, intuitive. Isaac wants us to make a profit on more creative TOF keywords.
    • If so and how long will they be in the lead mechanism. If so how much do I want to pay for that bid?


  • Volume Estimates
    • For each individual keyword, how many impressions / clicks can I estimate per day, month, and year.
  • Cost Estimates
    • How much will this keyword cost? (moderated by match types - a keyword with exact match types is going to be more expensive than a keyword with broader match types.)
  • Buyer's Journey
    • How long does it take for a person to first be introduced or decide they are looking for an answer to this problem? Awareness, Interest, Desire, Action
  • Competitive Analysis
    • SEMrush or Competitive Analysis Script Isaac uses.
    • What keywords are they using to get traffic to their site.
  • Ask People
    • At meeting, when we go over all this, ask them what they also end up hearing.
    • Ask 10 people
TOOLS
  • Google Keyword Planner
    • Get Volume & Cost Estimates from here



You've completed your research. You have all these ideas. Now it's time to plan.

  • Structuring the Unstructured
    • Get a sense of what your final account, campaign, and ad group will look like. 

A. DECIDING ON BID STRATEGY
  • You might have a high-perfomers ad group based on historical data.

B. SEGMENTING RESEARCH INTO 2 DIFFERENT BUCKETS
  • Peripheral - Top Of Funnel (less buyer intent)
    • "lumbar support at work" "back pain at work"
    • Bid lower and send them to different content.
  • Target - Bottom of Funnel (more buyer intent)
    • "Buy Office Chairs Online" is a Target Keyword. It has "buy" "online" "item name". It's very competitive. Clearly indicates looking to buy.
  • Understand Keywords under Physiological Construct
    • People who describe their question to themselves
      • "How do I solve my back pain?"
    • Look for products
    • Look for model numbers

C. HOW TO START
*If you only have a $50/day budget you shouldn't have more than 10-15 keywords if high volume keywords. 
  • You can't spread a $50/day budget over 500 keywords. Your data will be spread too thin. You want a good statistically relevant amount of data on an ongoing basis.
  • 80% of Budget on Targets & 20% on Peripheral
  • Goals
    • High / Low Intent
    • Peripheral Keywords Go To Educational Content
      • He's found with ecomm sites that go to educational content, that go to "Blog Posts" they know they aren't being sold and feel more relaxed so the engagement and conversion rates were way higher sending them to educational content. 
      • Whereas people looking to buy items today should go to sales pages.
    • Competition
      • Who they are in the auctions. What they've been doing.
      • As I build out my campaigns, I'll know who am I competing with in each campaign. Are they the same or different?
D. TOOLS
  • UberSuggest.com
  • SpeedPPC - If you want to build out large campaigns (20 different product categories)



Research & Planning Is Done. Now We Organize Them Into Themed Groups of 10-25 Keywords.



KEYWORDS
  • Don't do an AdGroup with just 1 keyword. Don't do on with 100.
  • Thematically related groups of keywords


THEMES:
Based on the idea you can apply the same Ad Text and Landing Page to each set of themed keywords.
  • Where they are in buyer funnel
  • Relevance - Peripheral? Target?
  • Buyer Intent - Asking a question and expressing need in search? Or is it action words of what they want to do online?
  • Category - *the most important and common way* - ex - product color. specific section of website. specific service. specific piece of content. specific how to do something. 


Comments

Post a Comment