In any Paid Search Strategy, the obvious goal is to drive as much “qualified” traffic to your website as possible, while at the same time trying to keep the costs down. Many of us search marketers were trained to use keyword tools as the catalyst for identifying the most trafficked keywords and we would just copy/paste them into the Adgroups.
Well, in the past 10 years or so, the “bid you way to the top” method is long gone and it’s become a “dog eat dog” search marketing world filled with high priced keywords, tons of competition and oh yeah, Quality Score. So with that said, we are forced to find other ways to limit competition and find the perfect searcher or prospect with the highest INTENT that he/she will make, lowering the CPC and hence increasing
your ROAS or ROI so you can keep the PPC going.
One of the most effective methods to achieve this is just reading your own damn content. Let’s discuss the reason why:
- Well, it’s FREE!
- It helps identify campaign structures (Navigation, category segmentation, indirect keyword testing, etc..)
- It identifies more specific long tail keywords.
- Helps with Landing Page Quality score where the keywords are already on the page
- Creates an ongoing process for future PPC strategy.
So, Are You Saying We Should Stop Using Keyword Tools?
Absolutely NOT! Keyword tools such as Trellian’s Keyword Discovery are still very valuable in Paid Search and offer many advanced keyword research methods and statistics that no other free keyword tool or website content can provide. Depending on your paid search budgets and/or type of industry, I would recommend reviewing your website content first, then applying the advanced keyword tools to nail down other “search-able” keywords, misspelling, long tails, etc…
So what type of Website Content Can be Used?
As much as you can find!!! First thing I would do is understand your website’s SITEMAP. If you do not have a site map (well, you should for SEO and usability) you can use the structure of your navigation. Meaning, if you sell DVD’s, you can create a Hierarchy of levels which can then be created into individual campaigns and adgroups, and hence specific keywords (long tails, misspellings, other descriptors, etc..) for each adgroup.
For example, if you sell DVDs you can use the following as individual adgroups which can also be broken down into more and more adgroups. Doing this will create a strong Quality Score Structure.
DVD > Blue Ray > Sci-Fi > Movie Title > Actors > Characters > Scenes >
The purpose of this short blog post is to reiterate the idea that the content on a website should not be overlooked when creating your paid search plan. Keyword tools are great, but they do not always establish a level of INTENT whereas with existing website content. Keyword tools provide a higher level of identifying what a majority of people search for and provide common misspellings, long tail keywords, etc…, but they do not always connect with what is on the website.