Before I actually start creating my campaign on adwords I first prepare my list of keywords. Although I’ve purchased a couple of keyword research tools over the past year I find myself consistently using just the free keywords tools. I only use Good Keywords and the Google Keyword Tool to conduct my keyword research. I start off with the root keyword to get an idea of all the keywords that are searched for. Using my earlier Tattoo example, I would first key in the root keyword tattoo and then drill down into the list of keywords that come up e.g tattoo designs, tattoo flash. I do not use the root keyword at all in my campaigns. Root keywords are far to generic and simply not targetted enough. You’d have a lot of trouble trying to convert root keyword traffic.
I will go through the list of keywords and pick out common keyword groups. Each common keyword group would then be placed in a separate ad group. Each of my common keyword groups do not have less than 2 keywords in common. E.g tattoo designs online, tattoo art designs, tattoo design pictures…in this group the common keyword is tattoo designs.
When I’m first testing out a product I usually pick out the top 4 common keyword groups. Top would mean the top searched keywords. I always pick out highly targeted keywords when I first test out a product. Once it has proven itself I then expand using less targeted keywords.
Now thats pretty much my keyword research phase. I don’t pay much attention to keyword competition at this stage as I’ve already done the competition analysis during my product research phase. The next step is to create my campaign which I’ll talk about in my next post…
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