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Presenter:Madhurima Bhattacharya
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First word that comes to my mind when I search for something online
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• What are people (potential customers) searching for?
• Is it some random word that someone types in the search box?
• Do the searches have any pattern?
• Is there a connection between search query and keyword research?
Keyword Research = Knowing our customer
Keyword research is the process of finding out the words or phrases that
potential customers are searching online.
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• Why are keywords crucial for online marketing?
• Keywords are the words and phrases that people type into a search engine in
order to find a website offering the information they are looking for
• The search engine uses the keywords to decide which webpages to deliver in
their result pages
• Hence generating the largest list of relevant keywords to get maximum visibility
and tracking their performance in the campaign are the two utmost important
things
• So it is absolutely essential that he finds the "right" keywords to use and so PPC
keyword research becomes extremely important in relation to his overall
profitability
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Analyze client website to generate terms related to the product/service
Expand the keywords using keyword tools such as Google
AdWords, MSN Ad Centre, WordStream, Contextual Targeting,
Keyword Spy
Form long tail keywords and coin keyword combinations like
Ranks.NL
Add keywords in Broad, Phrase, Exact Match types
Remove irrelevant and negative keywords
Add misspelt keywords using tools like SEO Chat, MSN
AdLabs keyword mutation tool
Post bulk list creation, the keywords are grouped into
relevant themes
Search metatags of relevant/competitor
sites for keywords
Google Wonder Wheel
Check which keywords competitors are
bidding on using keywordspy.com,
spyfu.com, semrush.com
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Samsung smartphones
Blackberry Smartphone
different models
Blackberry Smartphone
BROAD EXACTPHRASE
Broad: Allows your ad to show on similar phrases and
relevant variations
Phrase: Allows your ad to show for searches that match
the exact phrase suffixed/prefixed with other keywords
Exact: Allows your ad to show for searches that match the
exact phrase exclusively
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Entity Association Graph
Explore the correlations among entities when they
co-occur within a query or user session
Keyword Group Detection
Given a word or phrase, find a set of similar words
among the online queries
Keyword Mutation Detection
Detect frequent misspellings or alternative
spellings of the same keyword in search query logs
Keyword Forecast
Forecast the impression count and demographic
predictions using your selected list of keywords
Search Funnels
Analyze and visualize user search sequences in
the form of funnels
Keyword Analyzer
Keyword Generator
Keyword Search Tool
Keyword Research Tool
Keyword Suggestion Tool
Negative Keyword Tool
Google Keyword Tool
Wordtracker
Google AdWords Keyword Tool
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• Contextual Targeting Tool
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With the Contextual Targeting Tool, you can build tightly themed keyword lists for
campaigns that are running on the Google Display Network.
When you enter words or phrases in the Contextual Targeting Tool, the tool suggests a
set of keywords related to your terms, and groups the keywords into themed ad groups
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This tool helps gain access to a massive database of keywords
which your competitors are bidding on.
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Keyword CombinationsA keyword list generator. The
Keyword Combinations tool is
made to create phrase / keyword
lists by combining keywords. The
generated lists can be useful
when advertising on PPC search
engines such as Google AdWords
or Yahoo Search marketing.
Results for: flowerMistyped Keywords
flowre
rlower
tlower
clower
dlower
fpower
flpower
floeer
floser
floqer
flowee
flowet
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Adding a negative keyword to your ad
group or campaign means that your ads
won't show for searches containing that
term. By filtering out unwanted
impressions, negative keywords can help
you reach the most appropriate prospects,
reduce your cost-per-click (CPC), and
increase your ROI.
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• Group Similar Keywords
• Group your keywords into themes based on your products, services, or
descriptive terms
• It helps in breaking down huge lists of keywords into groups and sub groups
• By doing so, Google identifies the thematic cluster and shows the relevant ad text
for it
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Samsung smartphone
Smartphone
Blackberry smartphone
Palm smartphone
Android smartphone
PDAs and smartphones
Motorola smartphone
Smartphone reviews
Buy smartphone online
Best smartphone in the market
Smartphones