PPC Tuesday – 3 Google Keyword Research Tools for PPC



Hi and Welcome to Exclusive Concepts’ Your Daily Concept – Get Smarter Everyday.

My name is Chris and today is PPC Tuesday.

Last week on PPC Tuesday, my colleague Kevin recapped our recent webinar, Google Updates Ripe with Profitable Opportunities. If you missed it, be sure to go check it out.

By the way, did you know that we deliver? We actually deliver Your Daily Concept, our daily video series, by e-mail to people who sign up – and it’s all free. This way, you’re guaranteed to get your dose of smart each day.

Today we are going to look at three of the keyword research tools Google has to offer.

While the tools aren’t new, there have been some recent changes, and we are really interested in showing everyone how to use the tools, and what you can expect out of them.

So lets jump right into it.
On past PPC Tuesdays we’ve talked a lot about account structure, and positioning you advertising to best satisfy your business goals. How it is imperative for the keywords to align with your ad copy and landing pages, or how using different match types, negative terms, and search queries can reinforce these structures and optimize your performance.

Today we are going to take a giant step back and look at where we can find some useful information that can help define your campaign structure.

This structure is not created in a vacuum, it relies on in-depth research on what keywords should be targeted, what the level of competition is for particular terms, and how does this behavior shift throughout the year and around the world.

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This knowledge, when attributed to your products, services, or industry, can help you choose the best path to build profitable pay per click advertising.

Luckily, Google has produced three tools that gives us an unparallel view into what is happening on their networks, including their: Keyword Tool, Traffic Estimator, & Insights for search. The Keyword Tool & Traffic Estimator deal directly with advertising, and are incorporated into AdWords under the opportunity tab. The Insights for search is a stand alone tool that looks at all search activity.

We are getting ahead of ourselves; let’s take a closer look at what each of these do and how they play their part in your advertising’s success

The first tool we are going to cover is the Keyword Tool. This was recently revamped, providing a cleaner interface and better filters than what has been offered for years before this.

The general premise of the Keyword tool hasn’t changed though. It allows you to put in a list of terms, or better yet, a specific URL, and from there, see the best keywords available, their level of competition and search volume. This looks at the content in the keyword lists or on the page, and from that pulls terms that have search volume.

The keyword tool does a pretty good job of recognizing and grouping key terms that it finds, though it must be filtered manually. There are a lot of terms on your site, or in your keyword list, that are too generic to target, or do not make sense taken out of context.

You can also recognize opportunities of low competition, or high search volume, that may present new advertising opportunities you did not see at first.

Now that you have a set of seed keywords, Google also has a tool that lets you see what positioning and spend you can expect based upon your budgets and click prices. The Google Traffic Estimator, which also recently received a makeover, lets you input a list of keywords (including those exported from the keyword tool), along with the maximum you are willing to pay per click, and how much you set your budgets for.

The Google Traffic Estimator then does – you guessed it – estimate how much traffic you can expect to receive and how much it will cost. This can come in handy when you are talking to others in your company, or when we in an agency need to discuss costs and budgets with clients.

It is an average, so the actual costs may be more or less depending on your page quality and advertising structure. What it does provide is a consistent level of costs and exposure to gauge your advertising.

You will also notice a little icon next to each keyword with a white box and magnifying glass. This is a link to Google’s Insights for Search report for that particular term, and is a great segue into the third Google Research Report we wanted to discuss.

The Insights for Search report, looks at a search phrase and how much it is queried over time, going back as far as 2004, as well as providing the option for forecasting through the end of the year. You can refine the report by geography, even down to the Metro level in the U.S., or by type of search (including Products, Images, or News) and a particular category, including most industries, subjects, and retail segments.

You can also overlay relevant news headlines that are benchmarked along the graph. This way you can see if media or events had an impact on the amount of searches that took place.
Buy charting the performance over time, trends emerge, both year over year and within seasons. The Insights report allows you to chart up to 5 terms at once, so you can compare ones performance to the next.

Now you have a list of keywords that are relevant to your seed terms, or webpage; you know how much traffic to expect, along with how much it will cost; and how it has fluctuated over time, geography, and market segments.

This is valuable insight that can allow you to build out your campaign structure. With having a robust keyword list, it is a matter of writing compelling ads, linking them to the right pages, and you are ready to advertise and can know what to expect. You can use one or all of these tools as you are setting out building a new campaign, or if you want to refine ads that are already running.

This data is best used when it is compiled at an aggregate level. You will not find actionable information if you try to measure every single keyword, down to the metro level. It is meant to provide statistical direction, and as such, relies on statistically relevant data, or enough information to draw trends. It’s not meant to parse out particular clicks, or exact costs down to the penny or dollar. Instead it tells you if one term is more popular than another. Or how much competition there is on a generic term versus the long-tail versions.

Also, these tools are created by Google, and as such only report on what is happening with their search engines. Even though this comprises over 60% of all search volume, teetering very close to 2/3rds of all searches, it should be noted it is not all searches. Also, even though Google has this commanding share, or even because of it, those that use Google may use other engines differently. For example, we tend to see more consumer based searches on Bing, while Google has a good mix of consumer and informational searches that need to be filter through.

So with these caveats, we encourage you to look at these tools: see what information you can find out about your keywords, your competition, and your search seasonality. Use this data to make sure you are allocating the correct amount of resources, at the correct times, to the best targets. Also, make sure you are competing with your competition at the level your business needs to be to survive. In the best case scenarios you can recognize new profitable avenues that you may not have otherwise come across.

I hope this video has been helpful!

To Learn More about Exclusive Concepts Profitable PPC product, or any of our excellent services in our suite of online marketing offerings including our Conversion Booster, SEO Foundation or Precision Email Marketing, please don’t hesitate to contact us. We have also launched our new Software As A Service destination, Conversions On Demand.com. Visit it today and see what we have to help your business.

Also, if you have specific questions about how your PPC Account is structured – and if you done your keyword research, sign up for one of our Profitable PPC Audits, they are quick, free, and offer some great insight in how to optimize your campaign.

Thank you, this has been Chris for Exclusive Concepts Daily Concept: PPC Tuesday. I look forward to talking to you next time.