Another helpful ppc blog posting from Payperclickhelpers.com
More on Keyword Creation:
Keyword creation is an ongoing task. This blog post will review some techniques available for keyword creation and might provide you with some new ideas about where to get a new set of keywords:
There are two schools of thought I use when it comes to keyword creation:
1. Mass creation without organization – this is for the impulsive search marketer like myself who really does not want to put a lot of thought into structure and tying adtext back to terms – (this is not recommended for the meek) but, the approach is throw in all the terms you generate into a bank and look at volume on the words, you begin to get an idea of how to segment based on volume and performance, impression data etc… You then structure the ppc account as you go.
2. Structured Approach: This is where you structure the layout of the account first: you know the campaign names and adgroups within before creating keywords. This is a much better approach.
a. Segmentation of a campaign should be a logical parent child structure. For instance if your are selling Ford Cars, your campaign should be named Ford Cars and the adgroups within the campaign should be each model of car you are selling. This of course could be broken down even further if you so desire by creating adgroups for model colors, styles, features, etc.
Sources & Techniques
First thing: You will need some tools open:
1. Open an excel work book and name it some variation of Keyword Generation File.
2. Open This Page: http://www.sitemapbuilder.net/Default.aspx
3. Open this page Google URL Builder: https://adwords.google.com/select/KeywordToolExternal
Competitors Sites
Go to the sites of your competitors: List each URL of competitors in a cell in excel: Name the tab competitor sites or something to that effect. The top 3 or four competitors will do. In the Google keyword tool tab over to the find keywords by URL. Enter each of the URLs into that field to and hit the Get Keywords button. You will retrieve a list of fairly targeted terms that pertain to your industry. Select which terms you like and hit the ADD button. When finished enter the next URL in the search box and repeat process.
Product feed or inventory list
Using an existing product feed or inventory list is a quick way to get lots of data into your search account. Usually the structure of your product feed will compliment that of a publisher and you will have things like Campaign, Category, already established. Using Excel you can remove the odd characters from a product feed and segment things following the original structure. For instance products might be listed with a “_” , instead of spaces, i.e. “Red_Stereo_Sony”; a simple find and replace could solve issues. Be resourceful is the bottom line. You have a huge ppc keyword list in front of you; figure out how to use it.
Sitemap builders:
Often the architecture of your own site can serve a good blue print for account structure and provide you with a keyword universe. By running a site map builder, an easy one that just shoot back links, like the one I recommended above (http://www.sitemapbuilder.net/Default.aspx) you will find a logical hierarchy and structure to your campaigns. Run the site map builder on a product category page and then figure out how to parse the term, category, and destination URL out of the link. One handy tool I have used is called Text pad, http://www.textpad.com/ it allows you take a text file and paste it into row format, it is a great method to take the data from the sitemap builder before putting it into formats in excel.
Source Code:
Using the Text pad tool mentioned above you can use it to extract useful data from source code. Often all the information you need for structuring a campaign and making keywords will be right on the page. It is just a matter of you figuring out how to get it from the web page onto and excel sheet.
If you have more questions oo want someone to build some keywords for you email us @ Info@payperclickhelpers.com
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