Keyword discovery starts the process of building strong positive and negative keyword bases.
PPC keyword research is an important aspect of campaign design. The keyword base for search advertising campaigns is a foundation upon which everything else depends. If the keyword base is inadequate, it will be difficult to establish a high performing ad group structure, limiting campaign performance. So it is important to explore the potential keyword base for target market thoroughly, to avoid disappointing results:
- We spider the competitor sites identified during our “PPC competitive research” process. We also spider your site and landing pages to extract and filter keywords.
- Using a cross-section of search engines, we search prime keywords with the major search engines while recording new findings. In this step, we develop situational awareness of competitive PPC advertisers and identify successful messaging trends, for use in the ad design phase.
- We then utilize our proprietary software tools and services to further expand the keyword base. This is repeated iteratively until we are confident that the point of diminishing returns has been reached.
At this point we have a developed a keyword base too large for a pragmatic ad budget to serve, so the list is pared somewhat. However it’s not an issue to start with too many keywords; wasteful or ineffective keywords will be paused out of the campaign over time based upon campaign data.
The optimization process leaves only those which perform well, either as last-click converters, or assisting keywords that pull traffic into the top or middle of the conversion funnel.
Longer-tail keywords that convert well but might be missed with a less robust keyword research process.