Keyword generation does not have to be random. It does not have to be based on a trial and error approach. Sometimes, the simple creative approach, whereby you begin thinking about what kind of keywords a user is liable to select when conducting a search, can be useful.
However, in the long term, a systematic, well constructed approach to keyword generation is what is required. Firstly, because the above approach, while effective in some ways, is time-consuming, generates few ideas when we consider the amount of time dedicated to the task and has no real sense of order. Therefore, the keywords that we generate cannot be fairly tested.
In addition, keyword generation via random approaches is not as effective as a well organized system because the ideas that are generated come from one source… your own head… and invariably it is a really good idea to get some outside, objective opinions when it comes to keyword generation.
Systematic, Well-Organized Keyword Generation Ideas in Action
The following ideas for keyword generation are not exhaustive and they are not necessarily the best ways for generating keywords for every single PPC campaign on the planet. What’s more, the world of PPC and online advertising moves fast. This is worth remembering as styles and approaches change constantly.
Be sure to use the following ideas after assessing their possible value for you, your style of PPC campaign and the type of audience that you are trying to attract. Take from the ideas what you believe to be useful and leave those which don’t appeal by the wayside.
This objective and selective approach to keyword generation ideas is exactly the right kind of approach to take as a PPC Manager or PPC Advertiser. Don’t underestimate the importance of your instincts and your in-depth knowledge of your own product.
Step 1: Use a thesaurus
Using a thesaurus might seem like a very basic and old approach to take with keyword development, but it truly does have a very effective effect on the kind of keywords you can find to help you build an effective bank of keywords for your PPC campaign.
You should start with a bank of ten keywords to work with and then see what the thesaurus throws at you. The good thing about the thesaurus is that it helps to take you out of the realms of your own thoughts and your own ideas.
It also helps to ignore the advice of computer generated keyword terms sometimes and go back to the very basics because the computer generated keyword development programs are pre-prepared for keyword generation. The thesaurus was built for another purpose and therefore approaches the task of keyword generation with fresh eyes too.
The really exciting thing about the thesaurus is that you might unexpectedly stumble upon a new keyword for your campaign that hones in on an unexplored niche that ends up bringing you lots of traffic and lots of those all important conversions.
Step 2: Using Grammar to Create Match Types
When you have your list of thesaurus generated keywords, it is important to find a systematic way of placing them into the distinctive match type columns and one of the best ways of doing this with precision and meaning is to approach the task from a grammatical perspective.
It is important to organize our keywords into broad, phrase and exact match categories. If we don’t do this we cannot organize our bidding strategies properly and we do not open ourselves up to the right kind of user who will be truly looking for the services or products we provide and not someone looking for something unrelated because of poor keyword match construction.
However, this article on keyword generation suggests that you approach keyword match generation from a grammar starting point, which is perhaps something that you have not tried before.
Consider the following example, assuming that the PPC campaign we are managing is for a sports shop:
Begin by splitting keywords into nouns, adjectives and verbs. In this way you can think about three things in particular…
1. How to arrange the keywords into keyword phrases
2. Where to make breaks in those phrases and classify them as either broad, phrase or exact match keywords
3. How to continue developing further on those keywords by generating more keywords of a specific category (eg: more adjectives, more verbs or more nouns)
Let’s explain things a little further via some clear examples for the sports shop PPC campaign…
Once you separate your keywords into these grammatical building blocks, it is much easier to see the various ways in which keyword phrases can be extended on and developed further. For example, you might begin with:
Adidas Sneakers (Broad Match)
Then you can extend to:
Cheap Female Adidas Sneakers (Phrase Match)
Then you can hone in even further to:
Cheap Female Classic Adidas Sneakers Ohio (Exact Match)
Indeed, this kind of grammar approach to keyword generation is a great way of then influencing the way in which you develop the headlines for your PPC advertisements too.
Buy Cheap Female Classic Adidas Sneakers Ohio
Sometimes, going back to the basics is exactly what we need. Test these very simple techniques out when developing new keywords for your PPC Campaign and find out whether or not this basic, but systematic, approach to keyword generation will work for you.
Guest Author Bio
David Chapman is Director of Marketing at Webrageous and an expert in online sales and online marketing management.