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5 Ways to find new PPC Keywords.

10 November 2008 by admin
Filed under Articles + Google

Finding new keywords is one of the primary optimisation methods when running a pay per click campaign.  A great deal of the time, the new keywords that you uncover will be useful as negative keywords. This is because you should have (if you have set up the account properly) covered the vast majority of majority keyterms in your initial keyword research.  There are a variety of ways of finding new keywords :-

1. Google Keyword Tool

The best keyword tool on the web will provide you with possible derivative keywords and also appropriate negatives. If you think you have exhausted the tool, try querying related search terms, e/g if you have been looking for terms related to “office space” try querying “executive suites”.

2. Run a Search Query Report.

This is an option you have in the adwords reporting centre and allows you to see which actual search queries triggered an ad. This will help you find additional keyterms, although often the results are merely described as “50 unique queries” without giving you the individual keywords.

3. Check the natural search terms in Analytics

Probably the most effect way to capture all of the possible additional search queries is to look at the natural search terms in Google Analytics.  If you navigate to the “Keywords” tab from the “Traffic Sources” tab, then click “non paid”, you can see of the queries from the organic listings.

The number of search queries in here contained in this list will vary on how much traffic you receive.  I found this list invaluable when looking for derivatives of the word “Tom Tom”, which was running on broad match.  As you can imagine there were hundreds of negatives e/g “Tom Jones” and “Tom and Jerry”, “Tom Cat” etc!

4. Buy a professional keyword tool

Not really worth doing unless you are running a large number of campaigns.  I have used Keyword Elite and also Keyword Spy in the past.  The first gives huge amount of possible keywords, not always relevant as it searches websites meta data as well as consulting the adwords and old Overture keyword lists.  Keyword Spy allegedly gives you the terms that you competitors are bidding on.

5. Think about the industry

For some industries there can be several different ways to describe the product or service.  From A PPC perspective this is great as there is even more opportunity for long tail searches…here is an example

A Holiday can also be a….

• Trip
• Break
• Vacation
• Flight
• Package Deal

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