Category Archives: Adwords

Best practices for Keyword Research

It was August 24, 2013 when a big change in search algorithm was rolled out by Google and surprisingly no one noticed it. When on September 26, 2013, Google officially announced about the “Humming birdalgorithm;  only then internet marketers realized the onus of change that had already begun. Just before that Google had also replaced it’s famous free tool “Keyword Tool” with “Keyword Planner”.

Although Keyword Planner is not paid tool but it requires a registration with Google Ad-words. SEO specialists were shocked and started exploring Keyword Planner but it did not meet the expectations. Google had not allowed search queries with different match type (broad/phrase/exact) options & the option of device being used for the search query  (desktop/mobile/tabs) was also missing.

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According to Matt Cutt, Google, Head Web Spam Policy , they wanted the web to be more natural & secure about user’s search behavior. After some time, Google came back with secure search. It had given biggest shock to internet marketers as in the Google Analytics report one finds that around 80 % keywords are “Not Provided”.

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So now, you cannot find which keywords led users to your site. Do you agree that Google is making internet marketing a tough job? It’s up to you to tackle it but we have to do proper keyword research before starting any marketing activity for creating successful online presence.

So how do we  go about this?

Let’s take a scenario, where you have to interact with a client. I discuss here a very basic strategy and will drill down more research on it later on in this post.

  • Sit with your client and ask him to describe his business in lay man language. Don’t forget to write down important phrases and jargons used by him.
  • Now use a keyword research tool and explore phrases and jargons received earlier to create a cloud of prospective keywords. There are few free as well as paid versions available for this research. I personally admire keywordspy or you can go for keywordeye for building your keyword lists. Include every keyword that you dig in your research.
  • In next step, you will go for refining your list in new sheet (Don’t delete any data). As per your list you divide your keywords in three categories (a) Primary Keywords (b) Long tail Keywords (c) Money Keyword
  • Now using any keyword tool, you check search volume and competition level against each keyword.
  • It’s time to define your organic search strategy. Understand one thing very carefully: as your domain becomes older and your back link size increases(Check your D.A. by Moz.com), it will be easy for you to rank well in Google search. So if your site is new and you want to come on top of  SERPs , then go for long tail keywords with lower competition.
  • In your on-site optimization (update its quarterly), define titles, headings and URLs (rewrite if necessary) with targeted keywords and also update content of page as per keyword. (Be careful about optimization & over optimization of page)
  • I am sure you know that primary keywords always have very high competition so use them in your blog pages.

Now It’s time to test the success of your keyword research and take corrective actions if required. So how do we go about this? I do this by Google Webmaster tool (free) as well as Google Adwords (search network campaigns).

Let’s start with Google Webmaster Tools

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Webmaster tool is good as it tells us rough estimate about search queries which led to our site and their respective positions. Now, It’s up to you to plan SEO for your site. It has been seen that if your site is present at number 1 position for a search query then chances of click(CTR) on that is around 80 % and for second and third position is it around 10 % and 4 % respectively. So you easily understand the value of first position. Now from here, you can check your long tail keywords which are on first page of Google search and works upon only them and make them reach at number one position in SERPs. Your page visits will increase soon from organic search.

Now , If you would like to explore more in this process, then you can check your advertisement campaign with Google Adwords, surprisingly Google shows “Matched Search Queries” report which will help you a lot to plan your long tail keywords as well as  site content.

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Now, you will be very happy to see this but it is generated from paid campaigns so you have to plan basic keyword research before this campaign. In above screenshot, you will find 6250 queries are there which led users to reach the site.

Therefore, the entire strategy must be carefully implemented from step one.

Best of luck! 🙂

Stay tuned for learning more informative & practical approaches to Digital Marketing.

Analyzing device targeting option in Google Adwords

Today, I was going through Adwords A/c, and I was shocked to see that my Ads are performing better in mobile devices rather than desktop. I would like to discuss with you how to get benefited with data and go for better optimization of your Ads.

1. Sign into your adwords A/c.

2.  Go to campaign tabs and select one of your campaign

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3. Next go to setting tab and Click on devices

4. Oh, what is this data showing?

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It is showing that my ads are running in all devices but I am actually getting lower impressions on mobile devices. If we analyse this data further we are actually getting lesser CTC as well as better CTR on mobile devices compared to desktops.

Now a days,most of users do mobile shopping and If we increase our impressions by increasing our bid by say “20 %” then we can position better (may be at 1st position in Ad ranks) as well as get more impressions. It will lead to higher conversion. So I had decided to increase my bids on this.

Let’s discuss impact of this change in my next post after a week.

Task for you: Till that time you check your own ads performance in different devices.

How to get long term SEO benefits using Google Adwords?

Since 2013, Google is running secure search worldwide and It has created big problems to understand search queries of our visitors in organic search which leads them to our site.
I had planned a strategy and run few Adwords campaign for the month and I found Google Adwords is showing Matched Search Query of user to our site. It helped me to download data of all visits to my site.

Matched Search Query

Now I grouped various queries with corresponding frequency in a month and checked search queries competition on Google.

Data Analysis

As per data in the image , I had decided to go for Long tail keywords with good frequency and average competition.
Now to perform better, I had included user’s query in title of relevant web pages and used other on-site optimization and Link building strategy to improve upon my results.

Research Content Marketing Keywords using Google Adwords

How to Use Google AdWords Tools to Research Content Marketing Keywords

As a business owner, you may already be familiar with your website’s top keywords for organic search traffic or Pay-Per-Click advertising conversion.  However, depending on what your competition is doing to optimize their websites, your site’s search rank for certain words will fluctuate on a daily basis. That’s why it pays to continue experimenting and testing new words and phrases to use in content campaigns.

Below we’ll walk through using Google’s AdWords tool to research keywords and describe how those keywords can create a successful content marketing strategy.

How to Use Google AdWords Keyword Ideas Tool

This tip requires setting up a Google AdWords account. Once you are logged in to AdWords, go to Keyword Tools, then Keyword Ideas. Input one of your main keywords, your website URL, category and location.  The keyword tool will use these inputs to generate a list of related phrases. Putting in your website and category are important because Google uses this information to provide a list of ideas focused on your business.

For example, we put in the website URL of a leading online footwear retailer and the keyword “shoes” and got phrases such as “shoes with free shipping” and “ladies running shoes.”  For many queries, Google will return dozens of results. To comb through the ideas and find the best keywords for your business, here’s what to look for:

Medium Search Volume: Look for keywords with medium to high global and local search volume. The global search volume number represents the number of searches in the past year for each word or phrase across all locations. Local search volume represents the same data, but filtered for the location you selected at the beginning of the query.

Low or Medium Search Competition: Look for words that have low or medium competition. If the keywords have too many other websites in competition, then these words may not be worth the time and content marketing effort.

Keywords That Align With Your Products and Services: Focus only on the keywords that relate to your products or services. If you sell shoes online, but you do not offer free shipping, then the phrases “shoes with free shipping” is obviously not a good keyword to focus on.

How to Translate Keywords into Content

A  content marketing strategy uses keyword-optimized blogs and long form content to increase a website’s online visibility and drive more clicks and eyeballs to the site. When evaluating keywords look for phrases that are questions or needs your business can answer.

For example, lets say the online footwear retailer sells a variety of hiking boots and the Keyword Ideas tool comes up with a frequently searched phrase “best hiking boots for snow.”  To turn this keyword into a piece of content, the footwear company can craft a blog post that uses the keyword query to effectively answer the searcher’s question. The blog’s title might be “How to Choose The Best Hiking Boots for Snow,” and the content could describe specifications for winter hiking boots with links to the shoe retailer’s product pages. Online searchers will appreciate the company’s blog post, which answers their question. This blog also helps the online shoe store to attract warm leads who are likely ready to make a purchase.

The AdWords tool is an excellent resource for finding new keywords for content marketing. At SmartBug Media, in addition to AdWords, we use Hubspot’s inbound marketing software, which offers extensive keyword research and content marketing tools.

How frequently do you update your business website or blog with fresh keyword-optimized content

 

 

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