3 Keyword Research Tools Every Digital Marketer Should Use - Business 2 Community

3 Keyword Research Tools Every Digital Marketer Should Use - Business 2 Community


3 Keyword Research Tools Every Digital Marketer Should Use - Business 2 Community

Posted: 22 Oct 2014 12:00 AM PDT

A focused and targeted list of keywords helps you attract an audience of qualified prospects and avoid wasting ad dollars on unproductive clicks from your AdWords campaigns.

To help you develop a group of qualified keywords, I've suggested three tools you should use:

1. Keyword Planner. This free tool is accessible in your AdWords account.

There are a few ways you can use Keyword Planner to generate targeted keywords:

  • Insert the landing page in the Landing Page section. Enter the landing page of the offering you're advertising in the Landing Page section and let Keyword Planner crawl the page and generate relevant terms based on the content of the webpage.For example, if  you're Coastal Contacts, you can enter http://www.clearlycontacts.ca/ray-ban-2140-887-96-matte-blue-50?rsView=1 in the Landing Page section, click Get Ideas, and let the tool crawl the page and suggest relevant keywords.

    Once Keyword Planner has generated keywords, assess whether these keywords are relevant to your campaign based on their alignment with your offering. If they are, keep track of them in a Excel document and include them in your campaign.


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    Include targeted keywords in the Keyword Box in the search campaign)

  • Enter the product type of your offering in the Product or Service section. For example, if you're a health product retailer and are promoting your vitamin pills, enter the keywords "vitamin pills" in the Product or Service section. This will let Keyword Planner suggest suitable keywords based on your product or service category.keyword planner - vitamin pills

    Once Keyword Planner has generated relevant keywords, check the keywords and include suitable terms in your search campaign – as aforementioned.

    keyword planner - vitamin pills 2

  • Select the proper product category. Under the Your Product Category, choose the product category your offering is under. For example, if you sell sports equipment, you can select the Sports Equipment Rental Services category.

    Once you've selected a suitable product category and clicked on Get Ideas, Keyword Planner will generate relevant terms based on the product category you've chosen. Again, examine the suitability of the keywords and include qualified ones in your search campaign.

2. Google Trends. This is a free tools used to determine the search volume of targeted keywords. For instance, you can enter the keyword "organic coffee" to see the global search volume of the keyword.

If you notice that there's an increase in search volume for the keyword, include it in your search campaign because more users are performing searches using those keywords.

In addition to determining the global search volume of targeted keywords, you can identify the search volume of keywords in specific geographical regions and generate related keywords.

For example, if you're a Vancouver organic food retailer, you can use Google Trends to find out the search volume for "organic coffee" in British Columbia.

To do so, click on Locations on the left-hand side and select a specific geographic location.

Once you've done so, Google Trends will display the search volume of the targeted keyword in that area and suggest related terms.

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If the keyword and its related terms are facing an upward trend in search volume, include them in your search campaign.

3. Keyword Spy. This tool is used to determine which keywords your competitors are using.

To use Keyword Spy, enter your competitor's URL in the search box and specify a country. For example, if you're a Vancouver electronics store, entering the URL of a competing electronic store such as http://www.soundroom.ca/ in the search box and select "Canada."

Once you've discovered keywords your competitors are biding, you can either bid directly against your competitors or leverage these terms to generate potential keywords of your own.

You can conduct this research on various competitors to expand the list of targeted keywords.

AdWords is an effective advertising tool because it helps you attract qualified visitors since your ads only appear when a user enters targeted keywords in the search box. However, you can only generate qualified traffic if your keywords are relevant and aligned with the products or services you offer.

By using the three tools above, you can develop a comprehensive list of suitable keywords by discovering keywords your competitors are biding, trendy terms on Google Trends, or keywords related to your targeted terms.


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