• Start Adwords even if just for data• Impressions ~ queries• Use exact [keyword] in setup• No daily limit and on 1st page.• Impression, click-thru, conversion data
Click-thru & Quality
• Quality = Conversion rate (Rev/Visitor) or engagement
• Engagement* = T.O.S, Pages/Visit, Bounce Rate
CTR – Google Preview
CTR – Google Preview
Competitiveness
Blekko – Origin of Links
Current Ranking
• Proven keyphrase• Easiest to improve• Take advantage of “clustering”
Turn off Personalization
• Logging out not adequate• &pws=0
• Turn Google Instant Off
ClusteringHost Crowding
• 2 pages listed from the same domain on the same page
• #1 and #9 result will be clustered as #1 & #2
• #1 and #14 will not be clustered
Keyphrase Data
Turn Off Google Instant
Keyphrase Targeting
• Primary company site • Video (YouTube), Images, News• Social Media Sites – Twitter, LinkedIn• 3rd party positive content
Summary
• Use PPC data to guide your organic campaign• Keyphrase research is more than keyphrase
popularity• Promote more than just your primary website