Keyword Testing and Expansion Done Right, Part 2
The right and wrong ways to discover, test, and implement new keywords. Part two of a two-part series.
The right and wrong ways to discover, test, and implement new keywords. Part two of a two-part series.
Finally, you’ve completed your keyword discovery. (If you haven’t, part one of this series explains how.) The next critical decision is determining whether to use a new campaign structure to roll out your new keywords or to feed the keywords into an existing campaign structure (using existing Ad Groups and creative in Google, for example).
Many of the new keywords you’ll add will be phrases if it’s a mature campaign being expanded. Thus, there may be a compelling reason to use an Ad Group that contains similar phrases or root words. My general philosophy in Google is if you really want to know if a new phrase has potential, put it in its own Ad Group with custom-written titles and descriptions. To determine if a phrase or word deserves that level of attention, I look at the following factors:
One factor cited by those advocating the use of existing Ad Groups in Google for keyword expansion is the click-history/Quality Score issue. Though it’s true an existing Ad Group in an existing campaign structure may have a good Quality Score, if your new keywords differ from your existing keywords in regard to relevancy of creative, then a new Ad Group will generally perform better and more efficiently over time.
Another key factor in campaign structure in Google is themed grouping. Making sure an Ad Group is themed improves targeting (and therefore efficiency) in Google’s contextual AdSense network (should you opt in to it).
MSN uses an Ad Group-style method of clustering ad creative with keywords. In MSN, the “Order” is similar to the Ad Group, as many keywords share the same ad. Of course, in Yahoo there’s currently a one-to-one relationship between keywords and their ad creative. The next generation of Yahoo’s system may have a different structure.
Selecting Landing Pages
Regardless of whether you plan a sophisticated landing page test, you clearly have to start somewhere. Often, the winning landing pages for new keywords are the ones that currently win for you. So compare the new keywords to those in your current campaign and imagine the searcher’s intent. If you have already-live keywords that target a similar search intent, a good place to start in respect to landing pages is with the current winners.
Where to Start a Bid
Once your keywords are uploaded into an existing or new campaign structure, you must decide where to start bidding. Clearly, each keyword must have a bid range that meets your overall visibility, ROI (define), and long-term profit objectives. The trick is to learn as efficiently as possible where that bid range is. I mention a bid range because many marketers find themselves altering bids on a frequent basis or pausing campaigns to take advantage of dayparting conversion effects (large changes in conversion rate).
Your objective should be to bid as high as possible (given a specific ROI objective) to answer the question, “Will this keyword work for me?” Bidding too low has several negative side effects, including:
Look at your current campaigns and the CPCs (define) you pay for similar keywords. Boost that CPC as much as you think you can based on potential increases in conversion rate. Regardless of your bid strategy, testing new keywords is an investment. It may require significant monetary investment before you find the winners and weed out the losers.
Data Scarcity: Clustering by Keyword Stem and Landing Page
Keyword expansions often occur in the tail of the search distribution curve, meaning the keywords and phrases aren’t often searched. Given a CTR of 2-15 percent and a conversion rate of 3-5 percent (both aggressive estimates), it would take years to know if a keyword resulted in profitable sales. Data modeling can help. Cluster keywords by stem (root word) or landing page. The data you get by looking at the cluster isn’t perfect, but sometimes it’s the best you’ve got.
When Keywords Fail
You tried a keyword. The data look bad and the target ROI isn’t likely to be met, even at lower bids/positions. Do you toss it? Perhaps, but before you discard that keyword, look carefully at the ad and the landing page. A mismatch or any other factor that provides a poor user experience can sabotage a perfectly good keyword.
Go forth and expand your keyword list. But know ahead of time the monetary and HR costs associated with testing new keywords.
Meet Kevin at Search Engine Strategies in Toronto, April 25-26, 2006.
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