Building keyword coverage is a crucial element to a successful paid search strategy. While there are a number of ways to optimise your keyword generation, we’ve picked a few of the best to share — breaking down how they’ll increase your ROI, and how ChannelAdvisor can help along the way.
1. Know Your Customers
Put yourself in your customers’ shoes for a second. How and where would they search for brands and products? What keywords would they use? Before selecting new keywords, make sure you have first-rate data on your customers and a good idea of what keywords they would likely search.
This customer data can be attained through a variety of ways. Examine your most popular products and brands for customers, look at what keywords customers have searched for in the past and take note of what strategies your competitors are using.
2. Be Specific
There are two primary keyword groups: head terms and tail terms. Head terms refer to the more popular or generic keywords, such as ‘laptops’ or ‘bikes’. They’re bound to be used by lots of customers, but will also cost more money because more companies will bid on them. Tail terms are for more specific keywords. We suggest concentrating on these, selecting words that are tailored to your individual products or season.
Let’s say you’re an apparel retailer. If winter is approaching and you want to advertise your winter wear, as opposed to just using ‘jumper’ as your keyword, you could use ‘winter jumper’ or ‘knitted jumper’. A phrase with multiple words is still considered as a single keyword. Fewer customers will be searching for that specific combination, so you’ll see less traffic. However, all the traffic you do receive should be from customers who are looking to purchase an item of that nature. Plus, a tail keyword like this would be considerably cheaper compared to a head term keyword.
3. Remember the Brand
Though it’s important to be specific with your keywords, don’t forget to include the actual product brand name, whether it’s your own brand or just one that you stock. By all means include the model information, but using the brand terms can also be a big sell, since many customers will have a particular brand in mind when searching for a product. A comprehensive keyword strategy should have a healthy combination of both item and brand information.
It’s hard to predict right off the bat what will work and what won’t work. Once you think you’ve put enough time into research and collecting customer data, start experimenting with your new keywords. Try a multitude of different keywords, examining which produce the best results.
Though we encourage trying lots of new keywords, remember to keep track of your ROI. Keywords cost money, so you need to make sure you’re not wasting it on ones that won’t lead to ROI.
5. Keep an Eye on Your Keywords
As you experiment, monitor how your keywords are performing across all devices. You might find that certain keywords aren’t performing as well on one device compared to another, or the keyword itself may just not be attracting a sufficient amount of customers. It’s then up to you to decide whether to experiment further with the keyword or remove it entirely. Your overall end game here is to find the new keywords that bring in the most customers and highest ROI.
How ChannelAdvisor Can Help
Managing a successful paid search strategy won’t always be a walk in the park, and you might often find yourself coming up against obstacles. This is where ChannelAdvisor steps in.
Keyword Generator Tool
ChannelAdvisor’s Keyword Generator can help you find new keywords and variations to add to your account. This tool takes data from each of your e-commerce channels and lists out all keywords that aren’t currently in the account but have previously converted. Accessing and using these relevant terms is a great way to take advantage of your other channels in your paid search campaigns.
The Keyword Generator tool can also learn from actual search queries to find valuable keywords for the account. It shows search queries that users converted on that were synced to a broad match keyword in the account. It only displays converting keywords so you know they’re all relevant. It presents which keyword it was matched to, making it easy to see how your keywords are being matched and help find a location for the new keywords.
Because keyword management is a crucial part of your search marketing strategy, you’ll need to make sure you have the right data and tools on hand. With ChannelAdvisor, we provide cross-channel attribution so you can see how customers are progressing from conversation to conversion with double counting.
Actionable Retail Insights & Seasonality Report
Many retailers have a very seasonal business, going straight from Christmas to Valentine’s Day to Easter. If that’s the case for you, you’ll likely want a way to easily recreate what worked last year — and eliminate what didn’t convert. With ChannelAdvisor’s Actionable Retail Insights and the Seasonality Report, you can do just that with the click of a button.
For further information on PPC and keyword generation, take a look at our Paid Search Tips one pager, where we’ve compiled our top 10 tips for PPC success in 2014.