Maximizing keyword research implementation + success is best done with the James Bond approach. But honestly, what else did you ex-Spectre?
Let’s face facts; proper keyword research can be tricky.
From the importance of including negative keyword research into the equation, segmenting your efforts to determine when certain words perform best by time and date, and allocating your ad budget accordingly to improve your overall quality score – it’s tricky, to say the least.
However, the latest instalment in the James Bond series, Spectre, made us realize something here at Tangle:
Doing keyword research and implementing the best practices is a LOT like being James Bond.
Whether it’s the Daniel Craig, Roger Moore, Pierce Brosnan or Sean Connery take on Bond – there is a common thread that ties the suave and decisive nature of Agent 007 to successful keyword campaign execution and research. *cue theme music*
The same way that Bond surveys the field and his clients from afar, is the same approach you should be taking towards keyword research.
Ask yourself these key questions: What keywords have worked before for this client’s ad campaigns? What keywords are they currently using, and what has been their previous research behind it?
In the spy world and world of PPC keywords–intel is everything. Whether it’s data mining your analytics or dynamic remarketing, be sure to survey the keyword field to determine what would work best for your goals, and ad budget.
And when it comes to intel, Google Analytics is hands down your best friend. Well, #2 best friend, considering Tangle Creative holds that #1 spot. *coughs awkwardly*
But seriously though; you can segment the performance data of specific keywords by date, time, device–even weather thanks to a nifty API–to determine the set keywords that performed well in ads, and under what circumstance. Accordingly, this Bond like decisiveness helps to choose the keywords that perform the best, and detect the ones that were on the opposite end of the Spectre-um.
Would this help to improve your ad performance? Yes. How about your quality score, while improving your ad budget? Absolutely. Are we huge fans of Bond? Unapologetically, yes.
Know The Client Goal, Know The Outcome
When it comes to keyword selection–knowing your client’s goals with their ad campaign and current trends with keywords is half the battle.
Another reason to be Bond in the world of advertising and keyword research? Admittedly, he’s always one step ahead of the curve when it comes to his adversaries with an uncanny ability to predict their behaviour.
And when we refer to client goals, we’re not talking lofty, vague goals — we’re talking cold, hard, KPI’s and measurable figures when it comes to ROI, quality scores, impressions and engagement, which Google Analytics/AdWords can surely help you with.
Shaken, NOT Stirred
Bond’s favourite drink? Vodka martini — dry, and shaken, not stirred. Our favourite weapon when it comes to keyword research? Negative Keywords.
What most rookie data analysts and marketing specialists don’t consider for landing page copy, PPC ad copy, headlines, CTA’s and more is the specific words they DON’T need.
That’s right, we’re talking the power of negative keywords. Thanks to an extension within Google AdWords campaign manager, you can now research the keywords that you SHOULDN’T include in your campaign efforts, which results in a few things:
- Prevents your ad from showing to people searching for or visiting websites about things you don’t offer.
- Shows your ads to people who are more likely to click them.
- Reduce costs by excluding keywords where you might be spending money but not getting a return.
Take Pierce Brosnan in Die Another Day, for example. Q has given him some serious trouble when it comes to acquiring gadgets, so obviously he looks to his friend Google (while operating Incognito…obviously) to find what he’s looking for.
If 007 is searching for “Aston Martin Vanquish,” aka the greatest car EVER, you’d naturally want to exclude other Aston Martin keywords, such as db10, db9, Rapide S, etc.
Through the keyword planning section, click the negative keyword tab on the bottom left corner of the screen. Here, you can find the keywords to be excluded from your ad campaign that show data on search volume and competition to help steer viewers in your ad’s direction.
When All Else Fails: Gadgets
Now, I’m not going to spoil the movie plot for Spectre, but when in tight situations — Bond’s array of gadgets are always on his watch.
When you find that your keyword research falls a little flat, be sure to seek out the assistance of Google Suggest, Google Related Search terms, and the list of keywords that competitors are using for similar ad campaigns.
By typing in keywords or topics for your ad campaign into Google’s search box, auto-suggestions will populate the bar below and reveal similar search terms that viewers have been looking for, relative to your desired topic. Accordingly, this can be a useful tool when it comes to determining the popularity of keywords, search terms, etc.
The same concept applies when it comes to Related Search terms or competitor keywords; if it’s working for them, make it work for you–but better!
All in all, if you want to attract the right visitors to your site, optimize SEO, engage ad/site viewers and maximize client success, take the Bond approach and with finessed keyword research efforts.
This post written by Ryan Antooa, our suave and decisive writer who knows exactly what gadgets are needed to disguise ordinary words into captivating reads. You can read more of his articles here or get his latest posts by subscribing to our marketing newsletter.