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Why it is important to do SEO based Keyword research before starting SEM campaign?
When we run any SEM campaign, the main agenda is to get more leads or sales at the minimum cost. Most of us start the Google Adwords or any PPC campaign without thinking through the structure, we miss out on a lot of keywords which would bring more leads at has lower CPC.
5 Steps to follow before you start SEM Campaign so you don't miss any opportunity:
Step 1: Make a List of Seed Keywords for each product and service:
What is Seed Keywords? The keywords which describe your product or service in one or two words. Creating Seed keyword list is the start of Keyword research process. Let's take an example, If you own a Furniture Rental Shop then your seed keywords will contain Keywords like Furniture Rental, Bed rental, Renting Sofa etc. Try and keep your Seed Keyword list as extensive as possible. Be careful that your list doesn't become too generic. For an example, If you provide pest control service then your Seed List should not contain single words like pest, control, place etc which doesn't directly defines your business. Take a few minutes and create your list before you jump on the section.
Step 2: Fetch more Keywords using Seed Keyword List.
I believe now you are ready with your seed keyword list. It's time to use each keyword in your seed list and fetch more related and similar keywords. I personally use and recommend using SEMRush. Please avail a free trial if you haven't used it before. Go to SEMrush, select country and enter each keyword from seed list and download the results. It will give you a lot of data but we would just need CPC and Volume. Once you have downloaded the report for all seed keywords, merge or copy all data together and follow the following steps:
1) Remove Duplicates.
2) There will be 5 columns, 1st - Keyword, 2nd - Label (I have explained it in next step), 3rd - Volume, 4th - CPC, 5th - Value (just multiply CPC x Volume).
3) Sort Data By Value.
4) Take Top 100 Keywords and label them in the label column with Product or service name.
5) Delete unwanted Keywords.
6) If you want to make it more extensive then continue the process to cover more keywords. I prefer to go up to 200-300 keywords. After a point, they are anyways redundant. Now you are ready with your top keywords, which should not be ignored.
Step 3: Create Separate campaign for each product and service.
If you complete your keyword research before creating the campaign, then you can use the same for structuring your Google Adwords account. For an Example, If you have a business of Furniture Rental, then create separate campaign for each product like Bed, Sofa etc. Once you have created the campaign for a product like Bed, divide it into Ad Groups based on keywords you found during keyword research. Ad Group could be divided into Generic Keyword, Location, Intent (Price), Feature etc.
Step 4: Create Ads to serve keywords in each Ad Group.
Once you have created the Ad Group for each set of Keywords, create Ads using the Keywords. Example, if you have created Ad group for Bed Rental Price, then add all keywords which has Price and Bed into it in this Ad Group. Create Ads which focuses only on Price of Bed Rental. Create at least 2-3 variation of Ads for A/B Testing. If you follow it, your quality score and CTR will be better and bounce rate will be lower. Make sure your landing page also talks about exact product or service.
Step 5: Place conversion tracking and keep reviewing search terms.
Once the Campaign, Adgroup, Keywords and Ads are added in Google Adwords or any other PPC account, you should set up conversion tracking. Conversion tracking will help to understand the performance of each keyword. Also, review the search term and add the irrelevant search term to negative list to avoid wastage of marketing spend. Subscribe for the beta version of negative keywords Automation Tools which will save a lot of time and money for you.
By following the above method to structure the Google Ads account, it will help to control the CPC and change bids easily for the similar type of keywords. Hope you like the article, don't forget to share your feedback on the same.