Analyzing Keywords in PPC Strategy
Keyword selection is still a major factor in the PPC marketing strategy. This means that you need to be familiar with the procedure for analysis of keyword spot — a method for evaluating keywords to determine whether they are right for your campaign.
In this article, we describe the three types of keyword analysis.
1. Keyword Intent Analysis
The first and fundamental step in analyzing keywords is to understand the intent. For example, a user who is searching for “coffee shops Los Angeles” might only be looking for a list of coffee shops nearby; however, if a user searches for “Starbucks coffee shops Los Angeles”, he/she is looking for something specific. These users may have informational or transactional intents; which can be determined through the keywords they use.
2. SERP Analysis
It is important to note that not all SERPs are equal. While some may focus on images and shopping, others focus on locations. Holding the topmost position would mean you have the highest CTR, while the 2nd to 4th position may have respectable CTR.
3. Cost Analysis
Note that no matter how good your keywords are, some may fall outside of your budget. Thus, it is important for you to know about the average cost per click (CPC) of your keyword. Keywords with high CPC may starve other keywords; allowing another ad group to deliver more clicks for an equal price.
There are times when some keywords are too good to pass up; therefore it is essential that you manage it properly by making sure that your campaign can support the CPC. Ensure that the targeting of your campaign is highly focused on location, time, as well as income level of that specific location.
Keyword analysis starts with evaluating the consumer behavior. When you have a thorough understanding on the latest trends and consumer patterns, your PPC strategy might succeed.