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Google have released another (free) keyword research application to help advertisers find additional phrases that they could be advertising on within Google’s pay per click platform, AdWords.
The Search Based Keyword Tool acts differently to most in that it uses your site to identify what it believes your web pages are about and then offers up a list of search queries that it believes are relevant to you and that you are not currently bidding on.
As with any keyword research application, you need to take the data and apply your own knowledge before blindly running off and adding a few more billion to Google’s profits. However, this tool has other potential uses. For example, you could also use the data Google presents to you and extrapolate negative keywords, i.e. if Google believes there is a match for a keyword, there is a danger your adverts could be shown if you use broad match in your campaign. Secondly, if there is a definite disconnect between what Google is indicating it believes a page to be about and your intentions, then you may want to review the page in question to validate your copy, e.g. text, headers, title etc.
Essentially this keyword application should provide you with some more focus and a few extra ideas for your AdWords Pay per Click campaigns. As with most Google products it is easy to use, although not 100 percent accurate. However, it should become a very important part of your PPC armoury, particularly when it comes to identifying those all-important keywords.
All in all, this looks like a useful keyword research tool and astute online advertisers should be able to find plenty of useful data to use to their advantage.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.
When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.