Welcome to PPC Tuesday. I’m Sarah, and I’m a PPC Specialist here at Exclusive Concepts. On today’s PPC Tuesday, we’re going to look at ways to target your keyword advertising to get the most search traffic for the least amount of spend using Adwords Tools.
Adwords includes a number of helpful tools that allow you to research your keywords before creating a campaign. Today we’re going to explore the Traffic Estimator, which gives you the opportunity to compare search volume and competition for the keywords you’d like to target. You may have identified all of the relevant keywords for your products, but the Traffic Estimator provides additional insight on how your customers are trying to find your products. Using this data makes it possible for you to choose to focus on keywords that are the most popular, while also comparing the level of competition that you are facing. Keywords with high search traffic and lower competition represent opportunities for you to get more bang out of your advertising buck.
We’ll start by navigating to the Traffic Estimator in Google Adwords. In this example, we’ll take a look at a retailer that is selling consumer electronics. They’re looking to target Blu-Ray players this season. To use this tool, you would enter in a number of keywords that you have determined would be meaningful to your market. In this example, we’ve used several takes on Blu-Ray players. This tool is terrific because you’re able to compare broad matches, phrase matches, or exact matches for large numbers of keywords at once.
The Traffic Estimator includes information on the number of Global Monthly Searches for a given keyword, and this can be toggled with Local Monthly Searches if you’d prefer. This will give you an idea of how many people are searching for your product by the keyword that you’ve identified. Additionally, you’re able to see the competition level for the keywords you’ve selected. The competition estimation gives you an idea of how many other retailers are attempting to target this term. Local Search Trends can be particularly handy if you are looking to target a product for a specific time period, or if you want to see if your keyword is trending up or down in popularity. The Traffic Estimator also gives you an estimate of how much your average cost per click would be to be featured in the ad position shown in the Estimated Ad Position Column.
Now we need to make use of this data. In this example, we can see that “Blu Ray” is certainly the most popular search term overall. That’s not very surprising. What is more interesting is the fact that “Bluray,” the misspelling of the term, is very popular, is trending up in popularity, and has a low level of competition. This data can be used with any market and any product to identify opportunities to utilize keywords that are generating a lot of search traffic and may be less expensive to capture clicks from.
This is just the beginning of the data that you can generate from the Traffic Estimator. Options can be selected to estimate keyword traffic for different locations and languages, match types, and you can modify what you are willing to pay per click and generate where your ad is likely to be positioned based on your budget.