1. Keyword Analytics: Leverage Keyword
Analysis to Your Advantage
Keywords analytics give search marketers the insight needed to create and maintain thriving
pay-per-click and organic search marketing campaigns.
By collecting and analyzing data derived from keyword analytics reports, you can classify
keywords and keyword groups by:
Relevance – Determine which keywords people are searching to find your website.
Irrelevance – If keywords are not performing or are unrelated, classify them as negative
keywords.
Performance – Identify the keywords that are triggering desired actions and/or
conversions.
By acting on keyword analytics data, you can optimize your website to rank higher in SERPs,
attract more qualified Web traffic and generate increased sales.
All Keyword Analytics Tools are Not Created Equal
The trouble with most website keyword analytic tools is they lack specifics and the ability to take
action on the data collected.
Open to the Public – The data from most keyword analytics tools are available to you,
your competitors and anyone else who wants them.
Not Actionable – Having reams of keyword analytics data at your fingertips is
informative. But having to merge and manipulate that data in a spreadsheet is
cumbersome and time consuming.
Undefined – Most keyword analytics tools give estimates of monthly searches, not real
numbers. “One size fits all” metrics have almost zero value, as they are complete
guesstimates.
Here we see Google’s Keyword Tool which is popular with search marketers, but notice its
limitations.

2. The data verticals are labeled with “ballpark” terms like “estimated,” “average,” and
“approximate.” How are you supposed to run a viable search marketing program based on rough
estimates rather than real numbers?
Where Other Keyword Analytics Tools Fall Short,
WordStream Excels
WordStream recognizes the shortcomings in most keyword analysis tools and solves them with
focused, actionable and real keyword analytics.
Relevant Data - WordStream's analytics reporting feature gives you website-specific
keyword data rather than approximations.
Private Data – WordStream's keyword analytics supply the most relevant keyword
metrics from your own private data logs, not third-party search marketing tools.
Actionable Analytics Data – With WordStream you have total control over your
keyword data, so you can manipulate the numbers any way you choose.
Goal-Defined Data – WordStream lets you can assign user-defined goal action tracking
to your keywords so your analytics data is that much more powerful, valuable and goal-
oriented.
Unlike any other analytics tool, WordStream’s integrated keyword analytics system makes
implementing and acting on changes and updates simple and straightforward, leading to
improved task efficiency and increased productivity.
The WordStream Workbench: Taking Keyword Analytics to
a New Level
WordStream’s keyword analytics feature not only shows you the keywords people search to land
on your site, but it also migrates this data into a dynamic Keyword Management Workbench,
which leads to:

3. MORE PRODUCTIVITY
All too often, the insights gleaned from analytics are never acted on because of a disconnect
between form and function of traditional analytics tools.
WordStream, however, integrates your keyword analytics with data manipulation, so you have
the ability to group, organize, add and delete your keyword analytics data with one tool.
Here, for instance, we see WordStream allows us to segment the larger “dog” group (with 2638
keywords) into smaller, more narrow groups, such as "dog food," "dog training," etc.
Now, we see WordStream has segmented our subgroups under the "dog" parent group. We can
also view the keywords WordStream has assigned to the "dog supplies" subgroup.
In short, what would have taken hours to do by hand in a spreadsheet is done with just a few
clicks.

4. By combining data analysis, data control and speed-of-use, WordStream streamlines the process
of keyword analytics, making it more likely you’ll act on your findings.
MORE RELEVANCE
WordStream’s keyword suggestion reveals new keyword verticals to you from your analytics
reports, funneling keyword suggestions to your account daily, expanding your list of actual
keywords and growing your potential consumer base.
WordStream's JavaScript Web analytics package handles the laborious process of keyword
discovery for you, unearthing loads of new keywords each day.
As keywords flow into your account, they're organized for you based on the rules you set. Here
we see that, since we last checked, WordStream has discovered 180 new keywords for the "dog"
parent group.
MORE VALUE
By saving time and being more relevant, your costs will drop and your results will improve for
both SEO and PPC.
Value for SEO - More relevant content = higher natural search rankings and more
qualified traffic.

5. Value for PPC - More search-specific ads and more relevant landing pages result in
higher Click-Through-Rate (CTR), better Quality Score, leading to lower bid spend,
higher ad placement and more conversions.
Point being, the marriage of WordStream’s keyword analytics with a dynamic Keyword
Management Workbench offers enhanced productivity and value for both natural and paid search
marketing campaigns.
Advanced Keyword Analytics: the Whole is Greater than Its
Parts
At WordStream, we believe in “High-Resolution Keyword Analytics,” meaning that keyword
analytics should be performed on keyword groups of closely related keywords, rather than on
individual keywords in order to save time and improve accuracy.
Analyzing individual keywords becomes increasingly time-consuming if you’re
working with large numbers of keywords.
Analyzing individual keywords is inaccurate due to variance – performance of
individual keywords fluctuates from day to day. By grouping together similar keywords
and calculating average values, you can reduce variance and improve accuracy.
For example, think of investing in the stock market. Having a diverse portfolio of stocks is
recommended for risk aversion. Performance is based on the overall return of your portfolio, not
on how each individual stock did separately.
Keyword analytics is much the same, by looking at an average value of similar keywords, you
can lower your margin for error.
Here, we see WordStream’s ability to evaluate the overall performance of a group of keywords.

6. With the top level “dog” group and subsequent “sub groups,” such as “dog food” we can assess
the merit of each cluster by user-defined “Goal Value” and “Number of Visits.”
Try the WordStream Keyword Analytics Tool FREE Today
There’s never been a tool like WordStream. No other search marketing product combines the
power of keyword analytics with the ease of an intuitive keyword management tool.
Sign up and Try WordStream Now.
In minutes, you’ll be generating lists of valuable keywords that are unique and exclusive to your
particular company. Watch each day as new, profitable keywords are discovered and adopted by
your campaign. Enjoy more traffic and more sales with WordStream.
Learn more about WordStream's keyword research tool-set by:
Trying WordStream Free Today
Requesting a Live Demonstration
Signing up for our Search Marketing Webinar
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