Keyword Research for Pay-Per-Click Campaigns

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Before we get into the Keyword Research involved in getting the right keywords for your Pay-Per-Click Campaign, it is important to understand that there are different types of  keywords.

There are basically 3 main keyword types.

  1. Research – Research keywords are general in nature and not the best ones to use.  Some examples of research keywords would be “golf,” “how to golf. etc.  These examples would not be the best to target if you wanted to sell golf equipment.
  2. Comparison – These keywords  are searched for when someone is considering buying something.  The searcher of a comparison keyword is interested in buying something but not necessarily right then.
  3. Buyer – Buyer keywords are the best kind of keywords to target because they are typically used by people who want to buy something right now or very soon. They’re very specific in nature and don’t really leave any room for doubt.

The buyer keywords include modifiers like “buy,” “cheap,” and “discount.” When someone uses keywords like that in their search they are definitely looking to buy something soon. Also when someone

is searching for a specific product they have probably already done their research on it and are looking for a good place to buy.

You’ll want to focus on the comparison and buyer keywords. Sometimes you may want to bid on research keywords but you want to use common sense.

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The Step by Step Process:

  1. Categorize your products – Put all the products you’re going to offer into categories.
  2. Find alternative ways to say each category – For example if your keyword is “inflatable pool” the alternatives would be  blow-up pool, wading pool, etc.

To come up with alternatives to use try and Microsoft Word’s synonym tool. These alternative will make up your “base” keyword list.

3.  Print and manage list in a spreadsheet.

4.  Plug your words into the Google Keyword tool. In this step you’ll be generating thousands of related keywords.

5.  Clean your list – After step 4, you will get many keyword (thousands) in your spreadsheet. It will be  time to go through your list and weed out the irrelevant, duplicate, and unwanted keywords.

6.  Categorize the keywords – Create categories for your keywords to manage them easier and keep track of the work you have done.

7.  Input keywords into the paid search systems – Take each category of keywords you’ve created and input one at a time into the paid search systems you’re using.  Once you start the campaigns you’ll

start the process of weeding out the non-performing keywords and keep the performing ones.