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Pay-Per-Click Advertising
Discovering New PPC Search Advertising Opportunities with the Google Search-based Keyword Tool
Keyword research is still the foundation on which successful organic search engine optimization and PPC (pay-per-click) search campaigns are built. With the beta launch of the Search-based Keyword Tool Google has tapped into the need for businesses to operate PPC search campaigns more efficiently and to find new PPC search advertising opportunities to generate more revenue.
The Google Search-based Keyword Tool
The Google Search-based Keyword Tool is a great tool for discovering new keyword advertising opportunities that are relevant, but currently not part of the Adwords PPC search campaign. Obviously, the main reason for Google to provide online marketers and business owners with search advertising tools and support information is that they want advertisers to be successful in the hope they use more keyword inventory in their Google AdWords search campaigns.
The Google Search-based Keyword Tool pulls together the various aspects of existing keyword tools already available and combines those into an intuitive and powerful package. The new tool easily integrates with a Google Adwords account. As long as you’re logged in to your Google account, the Search-based Keyword Tool is able to tell you what domains you’re advertising on. From there, you can use the tool to find related keywords that are currently missing from your PPC search campaign keyword set. Because it’s linked to your Google AdWords account, the Search-based Keyword Tool automatically removes the keywords you’re already bidding on, allowing you to focus primarily on new keyword inventory.
The keyword tool will automatically browse the domain names of web sites you choose, looking at the site for keywords that it deems relevant to certain pages on your site. If that domain does not use Google Adwords for PPC search advertising it limits the results to 100 keyword “ideas.” However, for domains that are part of a Google Adwords PPC search campaign, there are no limits.
You can use the Search-based Keyword Tool to filter information as you choose. Looking to keep the CPC (cost-per-click) low? Set a threshold at the suggested bid level. Want to keep certain keywords out of your pool of keyword ideas? Use negative keywords the same way you would in a Google Adwords search campaign (i.e. “-free”) to keep those keywords out of your results. An interesting workaround to filter results is to change the language and location in the Keyword Tool settings. You can also get keyword ideas for different countries this way.
Slicing and Dicing Keyword Data
The keyword filter results provide a wealth of information. You’re given estimates on how often the keywords are searched for on Google. The competition scale users of the current Google Keyword Tool are familiar with appears here as well, giving you some idea of how competitive the arena is for a given keyword.
The Search-based Keyword Tool also gives you suggested bid amounts for breaking into the coveted top-3 positions on the top of the search results for each keyword. Google even provides a direct link to Google Trends information for each keyword. Most importantly, you’re given a measurement of what your impression share of the paid results is for that particular keyword in the form of a percentage. If that number is low then the opportunity is there for you to start bidding on that keyword and increase your impression share.
After you’ve called up a list of keyword ideas you can export the full list, or just handpick certain words by checking them off and adding them to your draft keyword list. Once you export that list you can get to work on writing some new ad creative and adding these keywords to your PPC campaign. One of the most useful things about the Search-based Keyword Tool is that Google tells you which page on your web site they extracted new keyword “ideas” from. These web pages can make great landing page suggestions because Google is already telling you that the content is related.
Using the Search-based Keyword Tool for Competitive Research
There are a lot of other uses for the keyword information generated through the Search-based Keyword Tool. While you are only limited to 100 keywords for sites not associated with your Google Adwords account, you can still use this to do some quick competitive research. Throw your competitors’ domain names in and see which keywords come up. Then plug those phrases back into the keyword list on your own Google Adwords domains and see which keywords still come up. If they show up in the top section of the list then you’ve already got some content on your site to match up for these keywords, and you should be able to easily add those to your PPC campaign. If they’re in the bottom section of the list Google couldn’t find any content on your site for those keywords. That may mean they don’t apply to your site. On the other hand, you may consider adding related content for these keywords so you can get more traffic.
More Than One Keyword Tool
Google is just scratching the surface of what you can do with this information. Integrating this tool more tightly with Google Adwords search and the Google Adwords Editor tool will make the process of adding new keywords and setting up keyword bids even smoother. There are sure to be dozens of ways to use the keyword information Google is providing here. It’s definitely worth taking the time to check out this new Google keyword research tool. Remember though that it’s always best to use multiple sources when doing deep keyword research. Despite the value of the Google provided keyword information, don’t rely completely on Google for your keyword research. There are still a lot of other sources and keyword tools out there that should be considered as part of a comprehensive keyword research effort.
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Past Presentations
128 Business Expo 2008
The Westin Waltham-Boston Hotel
“Using Social Media to Connect with Prospects and Customers”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
495/MetroWest Business Expo
Sheraton Framingham Hotel
Pre-Expo Keynote Presentation
“A Strategic Approach to Integrated Marketing”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
Bentley College, 2008 - Waltham, MA
“Planning and Integrating a Targeted Internet Marketing Campaign”
Click here to play the video.
WebmasterWorld Pubcon 2007 - Las Vegas, NV
“Planning and Integrating a Word of Mouth Marketing (WOMM) Campaign”
Click here to play the video.
BizAction 2007 - Washington DC
"Email, Social Media and Search in the Overall Marketing Mix"
Click here to play the audio.
128 Business Expo 2007
"Blogging and Podcasting For Business"
Click here to play the video.
495/Metrowest Business Expo
Pre-Expo Keynote
"The Rise of the Internet as a Mass Advertising Medium"
Click here to play the video.
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If you would like more information on Internet Marketing, Consulting, Search Engine Marketing, Social Media Marketing and Email Marketing, please
click here.
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Copyright © 1996-2008. Advanced Media Productions, Inc.
Advanced Media Productions, Inc.
251 West Central St., Suite 28, Natick, Massachusetts 01760, USA
Tel: 508-647-5151 Fax: 508-647-5150
E-mail: info@advmediaproductions.com
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