Profitable PPC Keyword Planning in 30 Minutes or Less

@amyppc #seattleSEOnet
PROFITABLE PPC
KEYWORD PLANNING
IN 30 MINUTES OR LESS

Paid Search Magic Podcast

• Step 1: Know the game you’re playing
• Step 2: Deﬁne stages of awareness
• Step 3: Deﬁne what to research
• Step 4: Research & buildout
• Step 5: Optimize
PPC KEYWORD PLANNING

STEP 1:
KNOWTHE GAMEYOU’RE PLAYING
TIME NEEDED: 0 MINUTES

“CARDS”

PPC IS NOT “PAID SEO”
• LongTerm
• Fair
• Strategic
• Free
• ShortTerm
• Cheating
• Tactics
• Expensive
THE MYTH:
Nope!
SEO PPC

PAID SEARCH PUTSYOUR
BEST OFFER IN FRONT OF
YOUR IDEAL CLIENT WHEN
THEY’RE MOST READYTO
TAKE ACTION

PAIDTRAFFIC GAME
• KPIs are cost-effective
leads & sales (ROI)
• Things that don’t matter:
• Time on site
• High search volume
• Trafﬁc

2008 IS NOT 2018
Search engines are smarter
How we search is different
Ad platforms are different

@amyppc #ssn
• hotel in pittsburgh pennsylvania
• hotels in pittsburgh pennsylvania
• hotel in pittsberg pennsylvania
• hotels in pittsberg pennsylvania
• hotel in pitsburgh pennsylvania
• hotels in pitsburgh pennsylvania
• hotel in pittsburg pennsylvania
• hotels in pittsburg pennsylvania
• hotel in pittsburgh pensylvania
• hotels in pittsburgh pensylvania
2008 KEYWORD BUILDOUTS

SEARCH WITHOUT KEYWORDS
Local Service AdsShoppingAdWords Express

In-Market Audiences
Remarketing
Demographics
LocationSearch History

2018 GAME
• Not about words
• Intent-based
• Control for reach &
targeting, not keyword
variations

STEP 2:
DEFINE STAGES OF AWARENESS

LEVELS OF AWARENESS
Unaware Problem Aware Solution Aware Product Aware Most Aware
EUGENE SCHWARTZ, BREAKTHROUGH ADVERTISING
No knowledge
of anything
except, perhaps,
his own identity
or opinion.
Your prospect
senses he has a
problem, but
doesn’t know
there’s a
solution.
Your prospect
knows the result
he wants, but not
that your product
provides it.
Your prospect
knows what you
sell, but isn’t
sure it’s right
for him.
Your prospect
knows your
product, and
only needs to
know “the deal.”

STAGES OF AWARENESS
AS APPLIEDTO GOOGLE ADS & PAID SEARCH
N/A
Problems & pain
points
Outcomes,
results,
description of
solutions
Your product lines,
your competitors,
non-branded
product
descriptions
Your brand &
products

STAGES OF AWARENESS
N/A
Problems & pain
points
Outcomes,
results,
description of
solutions
Your product lines,
your competitors,
non-branded
product
descriptions
Your brand &
products.
Protect from
competitors!
Win the click!Protect budget!

STAGES OF AWARENESS
N/A
Best vacuum
cleaner 2018
Vacuum reviews
Vacuum repair
cost
Vacuum for pet
hair
Cord rewind
vacuum
Bagless upright
vacuum
Rewind Plus
vacuum
Shark Navigator
Dyson alternatives
Hoover
T-Series
Windtunnel
UH70820

STEP 3:
DEFINE WHATTO RESEARCH

WHATTOOLS SHOULD I USE?
WHAT DO I NOT KNOW?

WORTH RESEARCHING
• What problems does the product solve? What problems are my
audience trying to solve?
• What are the consideration points at each stage of awareness?
What are their available alternatives?
• How are visitors thinking about the product? What words are they
using to describe it?
• What solutions do they think they need? What outcomes are they
willing to pay for?

RESEARCH SOURCES
• Search landscape (paid & organic listings)
• User data (hotjar, surveys, chats, transcriptions)
• Wikipedia / comparison sites
• Review sites (Amazon, yelp, etc)

STEP 4:
RESEARCH & BUILDOUT

What does the status ‘low search volume’ mean?
This is a status given to a keyword in your AdWords account that
doesn’t have enough search trafﬁc on Google search.
It means this keyword will remain inactive and won’t trigger your
ad until search trafﬁc for that keyword increases. If search queries for
the keyword increase, it’ll become active and will start showing ads.
-FrederickVallaeys

MATCHTYPE CHANGES
• Broad getsVERY broad
• Modiﬁed broad introduced
• Exact match can include plural & misspellings - optional
• Exact match can’t opt-out of close variants
• Exact match ignores word order & function words
• Exact match broadens close variants
2010
2012
2014
2017
2018

“Reach more people with the same keywords”
EXACT MATCH

GOOGLE’S ANUAL REVENUE
IN BILLIONS
$0
$30
$60
$90
$120
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
$109.7
$89.5
$74.5
$65.7
$55.5
$50.2
$37.9
$29.3
$23.7$21.8
$16.6
$10.6
$6.1$3.2$1.5$0.4

AD GROUP / MESSAGE MATCH

MATCHTYPES
• +mercedes +brake +service
• “mercedes brake service”
• [mercedes brake service]
• mercedes brake service
• +mercedes brake serviceNo
OK
Slide updated from“break”

STEP 5:
OPTIMIZE
TIME NEEDED: ONGOING

OPTIMIZE=
DO MORE OF WHAT WORKS,
LESS OF WHAT DOESN’T

ADD QUALITY SEARCHTERMS
AS KEYWORDS

REVIEW QS & METRICS

REMOVE / CONTROL FOR
POOR PERFORMING KWDS

DON’T JUST PAUSE
EVERYTHING WITH NO CONVS

TAKE-AWAYS
• Words are one of many signals of intent
• Customer research > keyword research
• Group themes based on stages of awareness
• Choose which trafﬁc you’ll pay for & which you
won’t
• Optimization is ongoing

Profitable PPC Keyword Planning in 30 Minutes or Less

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à Profitable PPC Keyword Planning in 30 Minutes or Less

Similaire à Profitable PPC Keyword Planning in 30 Minutes or Less (20)

Dernier

Dernier (20)

Profitable PPC Keyword Planning in 30 Minutes or Less