PPC Keyword Tool for Paid Search
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PPC Keyword Tool presentation from SES San Jose 2009 Advanced PPC Event, titled "Brainstorming the Paid Search Super Tool."
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PPC Keyword Tool for Paid Search
- 1. WordStream, Inc. CONFIDENTIAL WordStream, Inc.PPC Keyword Tools Brainstorming the Paid Search Super Tool Search Engine Strategies, August 13, 2009 Larry Kim, VP of Products, WordStream, Inc.
- 2. WordStream, Inc. CONFIDENTIAL PPC Keyword Tool Keywords are Foundational for Search Marketing Do a bad job and nothing else works quite right!
- 3. Elements of Keyword Management Keyword Management
- 4. WordStream, Inc. CONFIDENTIAL Discovering Keywords Everyone Shares Same Keyword Data Keyword Tools How do you get a competitive advantage? How does a keyword tool know what’s relevant to your business?
- 5. WordStream, Inc. CONFIDENTIAL WordStream Keyword Discovery Your BEST Keyword Opportunities comes from Your Own Website! WordStream continuously aggregates keyword research data (clicks, conversions) from your own website into your own Private Keyword Database!
- 6. Keyword Research & Analysis WordStream, Inc. CONFIDENTIAL
- 7. Keyword Grouping and Organization WordStream, Inc. CONFIDENTIAL
- 8. Keyword Group Suggestion WordStream, Inc. CONFIDENTIAL
- 9. Self-Organizing Keywords WordStream, Inc. CONFIDENTIAL
- 11. Group together closely related keywords
- 12. Write relevant text ads and destination pages to speak to the intent of the searcher!Awful: Too Broad! OK: Somewhat Related Better: Reflects Intent WordStream, Inc.
- 15. Quality Score
- 16. Ad Position
- 18. Actual Cost Per Click
- 19. Impression Share
- 20. Conversion RatesWhy I ♥ Keyword Organization WordStream, Inc. CONFIDENTIAL ROI Keyword Organization
- 21. But Wait, There’s More! Keyword Organization Further Simplifies & Improves: PPC Reporting Bid Optimization Landing Page Optimization PPC Workflow Teamwork & Collaboration Keywords are Foundationalto your account and a Force Multiplier WordStream, Inc. CONFIDENTIAL
- 22. Actionable PPC & SEO Keyword Tools Turn Keyword segmentations into Ad Groups and/or Landing Pages Ad Text Tools to help with Relevant Ad Copy Creation WordStream, Inc.
- 23. WordStream, Inc. WordStream Product Workflow Re-factor new keyword opportunities into your existing keyword research, continuously expand and optimize!
- 24. Comparing WordStream & PPC Keyword Tools WordStream, Inc. CONFIDENTIAL
- 25. Comparing WordStream & Microsoft Excel WordStream, Inc. CONFIDENTIAL
- 26. Comparing WordStream & AdWords Editor WordStream, Inc. CONFIDENTIAL
- 28. Thank You SES San Jose & Josh Dreller! If you have any comments or questions about WordStream, or this presentation, contact Larry directly: Email: lkim@wordstream.com Twitter: http://twitter.com/larrykim Blog: http://www.wordstream.com/blog WordStream, Inc.
Editor's Notes
- PPC Keyword Tool Presentation: Brainstorming The Super Paid Search (Pay Per Click) Tool for PPC Advertising
- The first component is keyword discovery. PPC keyword tools are very problematic. For starters, everyone shares the same public data, so it’s difficult to secure a competitive advantage. Secondly, keyword tools by design, reveal popular terms. Don’t mistake popularity with relevancy – that’s guaranteed to torpedo your campaigns. Finally, these tools completely ignore your most valuable keyword suggestions - the ones that come from your our own customers! If people find your site and convert using a particular keyword – that’s indicative of high relevancy – you’d be crazy not to want to re-factor those valuable new insights into your keyword research.
- WordStream takes a totally different approach. You have your own, private keyword database that only you can access. Your keywords are a valuable asset and should be kept proprietary. So where do you get your keywords? We provide basic keyword suggestion tools, but you can also augment that data by tapping into your most valuable keyword source – your own website. Every time someone visits your site through search, the keywords they used go into your database. So it keeps growing daily and getting more and more accurate and relevant over time.
- Take an online pet store. Having created your keyword database, you can use our research and analysis tools to help make sense of it all, including:Full Text Search – in the yellow highlighted box, I’m searching my database for keywords containing the words ‘cat food’. This helps me identify thematically related keywords.You can also search by keyword properties, such as how many visits or conversions a particular keyword actually drove to your site. (See the red box) By looking at traffic and goals, you’re more likely to uncover keywords that are actually relevant to your business.These search options make it easy to find related and relevant keywords. The next step is Keyword Grouping and Organization.
- The biggest and most common mistake made in keyword research is failure to continuously re-factor new keyword insights, primarily due to the static nature of Excel. Suppose you’ve aggregated a list of keyword opportunities and organized them into relevant groups in different excel worksheets. Fast-forward the clock a month – now you have thousands of new keyword opportunities as well as click and conversion data from executing a month’s worth of PPC and SEO campaigns— that data needs to be re-factored into your research. Unfortunately Excel is like cement. It’s so hard to add and update new data, that most people don’t bother doing it, sacrificing much of the value that this awesome interactive marketing channel has to offer.
- Keyword organization is a single point of leverage that affects everything in your account, including the relevance of keywords to an ad group, landing page and text ad, your click through rate, your quality score, your ad position, your impression share, your minimum bid, your actual cost per click, and yes, even your conversion rates, since by targeting the specific intent of the searcher, he’s more likely to find whatever it was you wanted him to find.
- Better campaign organization further simplifies many of the tasks you’re already doing, like reporting, bid optimization, and so much more. I’ve previously stated that keyword management is both the most important and most neglected aspect of your workflow. I hope you can now see why I believe this to be the case.
- Obviously, Keyword Management is only valuable if you do something with those keywords. WordStream provides integrated, actionable PPC and SEO tools to facilitate taking action on your research. We offer:PPC Keyword Tools that convert keyword groups into ad groups on AdWords, Bing, and yahoo.Ad text creation tools that suggest highly relevant ad copy that speaks to the intent of the searcher.Landing Page Optimization tools that focus on directing traffic to the most relevant landing pages, rather than manipulating page design elements.
- Comparing WordStream and PPC Keyword Tools
- Comparing WordStream with Microsoft Excel, WordStream continuously updates and organizes your keyword research, employs a hierarchical keyword organizational model, and is a distributed/collaborative web application.
- WordStream’s patented keyword management solutions help you maximize your productivity and effectiveness in discovering, researching and organizing your keywords, and in doing so, improve the relevancy and ROI of your campaigns. There’s a free trial on the Web; I welcome your feedback.
- That concludes the PPC Keyword Tool Presentation from SES San Jose 2009