PPC Keyword Research Nitty Gritty: Gather, Group, And Comb (HO Internet Marketing Hors D’oeuvre #112)

If you get an idea to implement in your business, and it seems like it will be “hard”… DO IT ANYWAY — especially if you believe it will get profitable results. The more “hard to do” profitable ideas you implement, the further away from your competition you get… and more solid your business becomes. Do the things most other people aren’t willing to do. Only the strong will survive.

This is Chef Dan with HONESTe Online Internet Marketing Hors D’oeuvre #112.

These are bite-sized eBusiness money making morsels served fresh daily… in under 2 minutes.

The title today is: “PPC Keyword Research Nitty Gritty: Gather, Group, And Comb”

When it’s time to start your pay per click campaigns, or add keywords and groups to your existing PPC campaign, here’s the grueling process I go through to give a campaign the best chance for success.

I’m not going to lie… this one is brutal, and I despise it. But it only has to be done once per keyword group.

Many of your competitors aren’t willing to do this. Don’t be one of them. If you dig in and get this done (and get a bunch of other things right…all subjects for different Chef Dan videos), you’ll have a better chance at higher profits from PPC. When you visitor value from PPC is higher than everyone else’s, it’s simple: you leave ’em in the dust.

Let me preface this by saying that 5% of your keywords will give you 95% of your results. But when you’re starting, you’re not exactly sure which 5% will be the big boys. You can guess…you can do research…but you never actually KNOW until you start your campaign.

Sure you can start with just a few keywords and get them working…but I like to do a thorough job of keyword research and campaign building from the outside…get a broad swath of keyword traffic, and refine from there.

So, here’s the first step.

Use any keyword research tool…I don’t care what – Word Tracker, Keyword Discovery, Word Stream…there’s a ton of them out there. Just make sure you tool makes it easy to search keywords in the list, and break them into a separate group.

First, you’ll gather as many keywords as you can…and put them ALL into 1 main group. Just go nuts. Type in your main keyword, dump all those words into the group.

Next use your brain to think of all the related 2 or 3 word keyword phrases people will use to search for what you’re offering. Dump each of these results into your main group as well.  Your “catch all” group.

IMPORTANT NOTE: Open a notepad document and “log” each of keyword phrases you search and gather for so you can filter out the words into specific groups later.

Next, use any of the “get related keyword” functions of whatever keyword tool you’re using. Misspellings, synonyms, thesaurus, whatever…

Continue logging the main keyword phrases you use to get the results you dump into the main group.

At this point, you’ll have ONE huge group of thousands of keywords.

Now, we begin to filter them out into groups. Doing it this way will prevent duplicate words from appearing in multiple groups.

So, you’ll use the keyword phrase log you’ve been keeping, and you’ll start with the more specific search phrases you used first.  So you’ll search your mega group for these one at a time, and you’ll great a new group to move them into.

For example, I’ll search my mega group for “red wagon wheels”, and I’ll MOVE those words to a new group called “red wagon wheels”.

Gather those keywords, put 'em into groups, and comb for negatives!

Gather those keywords, put 'em into groups, and comb for negatives!

You with me?  Good.

Once you’ve done this with every keyword phrase in your log, you’ll begin the final phase. The hard part. The part that separates the men and women from the boys and girls.

Go through each of your ad groups 1 at a time… and go through every word in them.

If the group has more than 500 phrases in it, no need to look through more than 500.  Use your best judgment here.

You’re looking for keyword phrases that don’t belong…and you’re deleting them.

More importantly, you’re on the lookout for single words, or a 2 word phrase at most, that would instantly disqualify a person from being interested in what you’ve got.

When you find a word or two like this, you’ll put it on a list of “negative keyword phrases” for that specific ad group.

I can’t over estimate the power of building good negative keyword lists for every ad group in this way. This will eliminate so much waste… you’ll get a higher CTR on your ads, and you’ll pay less for the clicks you do get.

Again, comb through each of your groups of keywords in this way, build the negative keyword lists for each, delete bad keyword phrases…and import it all into your PPC account — including the negative keywords for each group.

There you have it. It’s a lot of work I know, but you only need to do it once for each ad group.

Once your campaigns are running you ONLY focus your efforts on teh top 5% of the keywords that are giving you the best and biggest results.

Remember to head on over to honesteonline.com/gifts to download 2 special gifts head Chef Jimmy and I have cooked up for you. You can plug this stuff into your biz and see instant, profitable results.

See you tomorrow…

Eat up, and profit.

Chef Dan “the eMarketing Man”

Image contributed by aldon