Expand your Adwords Keyword List
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Transcript of Expand your Adwords Keyword List
Introduction
Bjorn Espenes Co-Founder & CEO
About Finch Founded 2009 Programmatic advertising solutions for:
- eCommerce sites - Lead generation - CRM integration
Global company 350+ clients Fast growing - #145 on Inc 500 (2013) Certified Google Partner
Challenges to growing your market size:
1. Which keywords to add? 2. Managing the cost of the new keywords
4 steps to growing your market size without breaking the bank
1. User generated search terms (capture what users type into the searchbox that results in a conversion)
2. Product/Service catalog inclusion (ties in the complete product catalog a company has listed on their website and creates keywords from fields on the product details page (sample on slide #8)
3. Competitive gap analysis (here is a sample graphic we use in the audit)
4. Selected manual insertions (manual labor….)
1. Dynamic Search Term Insertion
- Non-exact match conversion terms (and organic search terms)
- Keyword details report (here is a screenshot from the AdWords UI) - Create filter to show search terms that have resulted in a conversion, then add these as
exact match for next time. Repeat this process often for best results.
- Add keyword - Adds to the existing ad group - Carries the Max CPC from the AdGroup - >> Explain these please (so I can help illustrate if possible)
- This is the steps following clicking on the Add as keyword button in the illustration above
2. Product catalog inclusion
- Product specific keywords have higher conversion rates
- 4 keywords identified to be included - Combine with DSTI and this becomes VERY powerful - Set Max CPC based on product price/margin and conversion rate - Manual, batch or dynamic XML feed
3. Competitive gap analysis
- Use a service like www.semrush.com to access competitive data - Look for search volume and CPC - Label all keywords by source (i.e. SEMrush) - Sequence insertion into campaigns to manage costs
4. Manual keyword insertions
- Negative keywords: - Keyword details report - Be very careful, it is a binary decision - Extremely powerful if used right
- Keyword expansion - Ad hoc and very limited need...
Bonus: put your keyword expansion on steroids
Drive Quality Score to increase revenues/conversion and reduce cost!
Google Confidential and Proprietary
Market expansion:
Expanding keyword coverage while managing cost control: Original keywords (100%
57.46% Dynamic insertion
29.56% Dynamic insertion Shop
2.35% Product catalog XML feed 6.99% Manual insertion by client 3.62%
Case study:
Financial performance: ● Profit per day increased by 16.46%
● Revenues increased 67% and Cost increased 251%
Summary 1. Market size expansion = growth 2. Challenge is finding keywords and $ risk 3. 4 step process to ensure full coverage:
a. User generated search terms b. Product/Service catalog inclusion c. Competitive gap analysis d. Manual labor
4. Match type matters a lot