A crash course into the world of keywords in paid search. Check out Trada Reviews here: http://www.trada.com/trada-reviews/

1. Keywords. Research, Types & More. byTrada Paid Search Hashtag is #KeywordsWebinar

2. Intro Research Head of Tail/Long-Tail Keywords Keyword Types Dynamic Keyword Insertion Bid Price Analysis About Trada Hashtag is #KeywordsWebinar

3. Meet Dan Tisser & Elaine Ellis Dan Tisser Trada Account Manager http://www.trada.com Elaine Ellis Trada Social Media/Marketing Manager http://www.trada.com

4. Intro.

5. What’s a Keyword? When people search for something online, they choose search terms to define what they’re looking for. Each paid search campaign selects keywords that match search terms that are relevant to the products/services the business offers. The paid search ad is triggered when someone uses search terms that match the keywords.

6. How a Keyword Becomes an Ad Keyword PPC Ad Ad Group

7. Research.

8. Google AdWords Tool

9. Google Wonder Wheel

10. Other Research Tools Market Samurai Microsoft Advertising Intelligence SEMRush Spyword Smart Search Wordstream Negative Keyword Tool Wordstream Free Keyword Niche Finder Wordstream Free Keyword Grouper Google AdWords Traffic Estimator Find the links at http://trada.com/blog/2010/11/12/a-list-of-keyword-research-tools/

11. But Wait! Be Careful With Keyword Generators Problem #1: Unapplicable keywords Solution: Review every keyword you want to use from a generator before you upload it to your campaign. Problem #2: High demand, very broad, low-converting keywords that chew up your budget Solution:Start all keywords that are taken from a keyword generator as phrase or exact match.

12. Using Social Media For Keyword Research

13. Using Social Media For Keyword Research

14. Head-Tail vs Long-Tail.

15. Head-Tail Keywords Head-tail keywords are two or less words. Pros:Drive more traffic. Cons:Tend to have vastly more expensive bid prices. Plus, because the keywords are broad, they are less likely to drive conversions.

16. Long-Tail Keywords Long-tail keywords are three or more words. Pros: Traffic from long-tail keywords converts at a higher rate, and has a lower CPC, since demand for the keyword is lower. Cons: Drive less traffic

18. Struggling with volume?

19. Are you a niche product in a narrow market?

20. Have you exhausted your keyword research?

21. Do you have disambiguation's of keywords?

22. Do you have keywords and Ad Groups for ALL of your products?

24. Broad match keywords The search engine searches for the keyword(s) you’re using, but also similar phrases and relevant variations. Broad match will include misspellings, plurals and synonyms. Pros: You can drive significantly more traffic to your ads. You spend less time coming up with long-tail keywords. Cons: Your traffic is less targeted and less likely to convert. Your keyword may not be strongly correlated to your ad or landing page, and that can hurt your Google Quality Score.

25. “Phrase match” keywords Search engines only trigger ads when keywords in your phrase are matched. To create phrase match keywords, surround your keyword phrases in quotes. Pros: Phrase match is more targeted than broad match, and more flexible than exact match. Cons: It won’t drive the traffic that broad match does, but won’t be as targeted as exact. It’s a nice in-between way to use keywords.

26. [Exact match] keywords Search engines only trigger ads when the exact phrase is matched. Pros: Extremely targeted traffic that is more likely to convert. Cons: Will drive less traffic. To compensate, you’ll need a very comprehensive list of keywords.

27. -Negative Keywords When you enter a negative keyword into an ad group or campaign it means your ad isn’t triggered when that search term is used. Pros:More targeted traffic, higher Google Quality Score, less wasted ad spend and more conversions. Cons: Will drive less traffic. To compensate, you’ll need a very comprehensive list of keywords.

28. Branded Keywords Keywords that include your company name or specific company products. Pros:You’ll pay less than your competitors, companies that rank high in SEO and PPC have a higher click-through-rate and customers are already looking for you. Cons:You’re paying for traffic you might have gotten for free.

29. Dynamic Keyword Insertion.

30. What is Dynamic Keyword Insertion? Dynamickeyword insertion (DKI) is an advanced feature to help advertisers automate ad text creation. It helps you insert keywords in your Ad Group automatically into your ads. DKI helps you minimize the time you spend manually creating and managing your ad groups, while targeting users with effective and relevant ads.

31. How to Do Dynamic Keyword Insertion

32. 5 Smart DKI Tips Never use broad-matched keywords with DKI Apply negative keywords liberally Never use misspellings in DKI ad groups Use dynamic text only once in your ad Make sure you get the formatting right Tips courtesy of David Merrick, Trada Optimizer

33. Bid Price.

34. What’s a Bid Price? All three of the major search engines – Google, Yahoo!/Bing – use a bid-price model. It’s an auction where advertisers bid the maximum price they’re willing to pay for a keyword.

35. Google Traffic Estimator

37. Current events

38. Increased competitor competition

40. Are you tapping long-tail keywords?

41. Eliminate over-priced keywords that aren't converting.

42. Watch your broad match.

44. Click Metrics: Clicks: How many times your ad is clicked. Impressions: Number of times your PPC ad appeared in Google or Yahoo!/Bing for specific keywords. Clickthroughrate (CTR): A CTR is obtained by dividing the "number of users who clicked on an ad" on a web page by the "number of times the ad was delivered" (impressions). Conversions: When someone takes an action. They buy a product, sign up in a lead form, take a survey, ect. Cost Per Acquisition (CPA): CPA is the total ad spend required to get a visitor to take a desired action – purchase an item or sign up as a lead.

45. Trada

46. What is Trada? Trada is the first (only) paid-search marketplace where agencies and direct advertisers can leverage the expertise of hundreds of skilled PPC experts, who work collaboratively and competitively to build and optimize sophisticated PPC campaigns. Everyone works on a pay-for-performance system earning money by generating low-cost clicks and conversions for advertisers.

48. You don’t have to find or manage your own clients

49. Choose the types of campaigns you want to work on.

51. Next Webinar Calculating the ROI of a Paid Search Campaign --Understanding your CPA --Understanding and articulating the value of PPC --An overview of the costs of PPC Coming to you in January! Look for Your E-mail!

53. Specific Questions? Elaine Ellis Marketing Manager Email me at eellis@trada.com www.trada.com Bill Adkins VP of Sales Email me at badkins@trada.com www.trada.com http://trada.com http://trada.com/blog @trada