Google launched a new AdWords reporting feature named AdWords Search Funnels. AdWords Search Funnel shows you all the keywords that assisted in conversion made through Google AdWords, rather than just the last one before a buy or conversion action. This feature is being rolled out over the next few weeks, so keep an eye out for it. Until now, Google would only show you the last keywords that led to a conversion. In many cases, searchers will go through a searching process that includes research that might not lead to an immediate sale but may assist in a sale after a few more searches. For example, imagine someone searches for [camera] then visits your site and does some research. They later search for a specific model number that they want to purchase. They end up back on your site and convert based on the specific model number. Google will show you in the Search Funnels report that the keyword [camera] did not specific convert, but assisted in a conversion. How’s Google … [Read more...] about See All The Keywords That Led To Conversions
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Chasing after one specific keyword set can not only be frustrating, but also inefficient. The marriage of keyword research and content can result in strong, targeted pages that perform, reach the ideal demographic, and result in conversions — if you’re willing to test and think “outside the box.” Targeting keywords solely because they have a high search volume isn’t necessarily the best way to go about creating your keyword roadmap for on-site copy and inbound tactics. As selfish as we like to be with keyword targeting, it can’t exist as its own siloed research anymore. At the end of the day, the goal is to provide value to the end user in a way that benefits both them and the brand. This extends far beyond simply targeting specific keywords — it needs to be baked into your whole online presence. Assuming that you’re hitting the ground hard, making sure technical is in order and your brand is strong and sturdy, here are some ideas to get … [Read more...] about Avoiding The Keyword Research Checkmate
Last month, Google quietly began rolling out the AdWords Keyword Planner to select AdWords accounts last month. In typical AdWords fashion, one of the biggest overhauls of the Google Keyword Tool ever went almost unnoticed! This new keyword tool combines elements of two existing keyword tools, the Google Keyword Tool and the AdWords Traffic Estimator, adding a more structured and integrated workflow as well as all sorts of new bells and whistles. If you’ve ever used the Google Keyword Tool and/or AdWords Traffic Estimator in the past, take note here — the new Keyword Planner will most certainly replace both tools in the near future, and your workflow will undoubtedly change as a result. What’s A Keyword Planner, Anyway? The Keyword Planner is a more focused version of the Google Keyword Tool and AdWords Traffic Estimator tool, and the focus is on doing one thing only: to make it easier for advertisers to get through the process of creating new ad groups and ad … [Read more...] about How to Use The Keyword Planner — The New Keyword Tool From Google AdWords
Come up with a list of base keywords that will be used to come up with more ideas. Expand upon your base keywords using autosuggest and/or other means. Find search volume, competition and/or prioritize your list of keywords. This post will tackle some little-known, alternative ways to accomplish steps 1 and 2, to come up with a greater number of keyword ideas without relying purely on brainstorming or the Google Keyword Planner. Bing Image Search On Mobile Back in April, Bing added a layer to its search suggestions for images, but only for mobile search. These intelligently grouped “bubble” suggestions are different from the old autocomplete suggestions for images (which are still available), and they provide a bounty of useful keyword ideas. Type in a very broad keyword to the search box, and Bing will give you semantically related modifiers that can be added to the search. Under each bubble, there are also related suggestions. To easily access the suggestion on your … [Read more...] about Four Tools To Break You Out Of The Keyword Research Box
For years, pundits have been prognosticating the death of the keyword, and through it all, the keyword stayed strong, powering the lion’s share of ad dollars on the Internet. This time, it seems different, though — the humble keyword may actually be going by the wayside. And because of it, search marketing practitioners are going to need to develop a new set of skills to adapt. In this article, I’ll explore the evidence that is mounting and what we, as marketers, can do to stay on top of what’s replacing it. Product Listing Ads (PLAs) Retail has always been a leading category for Google and the other search engines. Large retailers have bought millions of keywords on Google and turned those buys into huge revenues. However, in the past year or so, Google has been replacing standard keyword driven text ads in retail with Product Listing Ads (PLA), graphical units driven by a product feed. A recent AdGooroo study showed that the top 20 retail advertisers are … [Read more...] about Are We Reaching the End of the Keyword Era?