FINDING KEYWORDS FOR PAID SEARCH

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GETTING STARTED

Keyword FinderWhen you launch a new paid search campaign, you have to do some research to find the keywords that give you the best opportunities. • We are going to walk through some keyword finder tools that will

help your paid search campaigns be successful.• AdWords Keyword Planner• PPC Hero

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GETTING STARTED

AdWords Keyword PlannerAdWords Keyword Planner is a great way to plan out campaigns. • You will find the Keyword Planner under

the tools category.• Search for new keywords using

information from your business.• Completely fill in the information and

click “Get Ideas”.

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GETTING STARTED

AdWords Keyword PlannerYou are then given Ad Group Ideas with the average monthly searches, insight on competitors and suggested bids.

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GETTING STARTED

AdWords Keyword PlannerYou can break the data down even further by looking at different search volume trends. This helps you make sure the keyword is directed to your target audience, in the right area, and gives you room to compete with your competitors. Use this data to create copy with keywords that can get you the most traffic.

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Maintain Keywords

What Now?Now that you have found keywords and created compelling ads, it’s time to make sure your research is correct. That could take two weeks, or it could take three months- it depends on your budget, the keywords you chose, and what the competitors on those same keywords are bidding. • It is important to have a little patience, and spend some time and money to

figure out where to focus your efforts.

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Maintain Keywords

When to Make ChangesThere’s two main reasons why you should only make major changes to an account monthly (or less):• You don’t have enough data in a 1-week or 1-day period to make a

good decision on paid search. • Not only is there variability from one day to the next- there’s also a

lot of variables that go into how and where you paid search ads are showing up. You need a larger set of data to make sure that the negative things you’re seeing are a trend or just an anomaly.

• Making too many changes at once too quickly doesn’t give you an easy way to determine what was successful, and what was failing.

• Making small, incremental changes and measuring the results is the best way to uncover an ongoing problem and correct it.

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Stay Current

Do ResearchIt’s important to stay up to date on paid search news. Stay current on trends and constantly research not only your own campaigns, but also your competitors.• A good resource to research paid search trends is PPC Hero.

• Find our the latest paid search news• Read the “how to” section for help with new campaigns• Read the case studies to see how other businesses have been

successful with paid search.

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Questions?

Questions?• Give us a call at (800) 747-3365, and let one of our experts walk you

through the site and answer any questions you may have.