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Research is essential before you begin to do almost anything. While the amount of research you do depends on what you are doing, there is still an element of research. For example, if a homeowner wants to remodel their house, they may research things such as: brand, price, and maybe even the company’s reputation. Similarly, a remodeling company would want to do keyword research for remodeling services, including research for their products or services.
Before you begin your keyword research, remember to have a goal in mind. Think about what you want to accomplish and who your target audience is. This will help you decide what keywords you want to use to achieve that goal.
Next, decide what sort of campaigns you want to create. There are a range of campaigns that can be created, based on your company’s goals.
Types of Campaigns to Consider
- This is one of the simplest forms of campaigns. Simply put, it is bidding on the keywords that match the brand. For Blue Corona, you would be bidding on Blue Corona keywords. These are done to prevent competitors bidding on your branded name as well as taking up more online real estate.
- This requires competitor research. Who are your competitors?
- This includes location-specific terms and allows you to target keywords to specific locations.
- These terms are not branded and are not location-specific. These may be the services you offer or related terms.
After you decide your goals and what types of campaigns you want to create, put your consumer shoes on. What would you search for if you were in the consumer’s shoes?
Compile a List
Start broad and then get more specific. Such as:
Remodeling -> Indoor Remodeling -> Kitchen Remodeling
Think of variations and make connections between terms that may be related. For example:
- Kitchen Remodeling
- Kichen Remodelers
- Find a Kitchen Remodeler
These may include abbreviations, plurals, misspellings, and other names for the product or service.
Discovering and Expanding on Keywords
Once you have decided on your goals and come up with a list of keywords that you believe consumers are searching for, it’s time to see if they are searching for that and to expand your keyword list!
There are many different ways that you can expand your keyword list. Here is how you can do it within AdWords. One of the simplest ways is to go onto Google AdWords, go to the Keywords Planner in the “Tools” area, and then click on “Search for new keyword and ad group ideas”.
Next, enter in the queries that you came up with. Google will suggest others as well as give you an estimate of the number of searches for that particular keyword. This will allow you to see if people are actually searching for that term and give you some other ideas of what to bid on. Moreover, utilizing this tool will give you a chance to see what you do not want to bid on and give you a chance to have another list of negative keywords.
Once you’re done researching keywords, you should have a general idea of how you want to group these into ad groups and campaigns. If you don’t know how after refreshing yourself on the previous weeks’ lessons, try your best to organize them into clusters of ad groups and campaigns that make sense to you.
Now that you know how to do some keyword research, next week I will teach you about how to bid on AdWords and the importance of Quality Score.
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About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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