"Wrong Keywords May Be Hazardous To
Your Health"
I'm terribly allergic to bad keywords. There's something about not
finding the lowest priced converting keywords and wasting money on bad
keywords that bring about unpleasant ill feelings.
Seeking the end to my keyword misery, though, I managed to find the right prescription of analytics that
cured this debilitating allergy ... analytics about my keywords.
Perhaps the primary strategy in campaign management is ensuring your
keyword list is both comprehensive and restrictive. Comprehensive in the
sense that we want to try to bid exact match on every possible keyword
phrase a potential customer may use in looking for our product or service.
At the same time, we need to restrict
our list of phrases to exclude words that could "tag along" on any broad
match keyword phrases that do not relate to our products or services.
Using Your Analytics to Expand Your List
First let's cover comprehensive. Let's assume we sell office supplies
and we first want to work on expanding our keyword list for the different
types of pens we sell.
There are a number of great tools to help us get started on expanding our keyword listing,
such as Trellian. Once we've begun to gather data about the keywords
used by our site visitors, though,
the best source of this information is our own analytics.
An outstanding report available in Conversion AnalystTM
that's an excellent resource for zeroing in on the best keywords is
called the "Search Phrases" report. The "Search Phrases" report
shows exactly the keyword phrase your visitors used to ultimately end up
on your site.
You'll find the "Search Phrases" report by clicking on
"Marketing" in the Reports section, then "Search Engines", and
then "Phrases".Let's
see how simple it is now to find new keywords ...
