Effectively grouping and organizing your keywords improves your PPC and SEO strategies by enabling you to create:
• More relevant ad groups, text ads and landing pages, allowing you the opportunity to improve on your Quality Score
• A prioritised flow of web content, based on customer interest, to drive traffic and conversions
• Organised, structured and navigable set of information becomes more favorable to users and search engines
Conduct your keyword analysis. Look at keyword suggestion tools (Google Keyword Tool, Webmaster Tools) and Google Analytics reports to see potential keywords. From this, create top level categories and sub-level categories. For example, if you own a bakery, your top level category would be “cake”, followed by subcategories “birthday cake,” “wedding cake” etc. When conducting your analysis, plurals and derivations (for example, “baking” is a derivation of “bake”) should be included in the parent group; do not create a separate group or a subgroup. However, it is a good idea to create separate groups for synonyms and variations. For example: Google will judge an ad that includes the word “pie” for the search query “lemon pie” more relevant than one that advertises “tarts.”
Now that your basic hierarchy is established, you can address some smaller variables that may affect the performance of your search marketing campaigns. However you will also need to consider the following:
Plurals and Derivations: Plurals and derivations (for example, “baking” is a derivation of “bake”) should be included in the parent group; do not create a separate group or a subgroup.
Misspellings: There’s no need to create groups for common misspellings or even to include these in your keyword groups. Google and the other leading search engines are smart enough to recognize misspellings and redirect the searcher.
Synonyms and Variations: It’s a good idea to create separate groups for synonyms, due to the way search engines calculate Quality Score. Although “pie” and “tart” are very similar keywords, Google will judge an ad that includes the word “pie” for the search query “lemon pie” more relevant than one that advertises “tarts.” In addition, the words on a results page that exactly match the query will resonate more deeply with searchers. Writing separate copy targeted toward “pie” queries and “tart” queries improves both Quality Score and click-through rate (CTR).
Duplicate Keywords: You may encounter keywords that fit into more than one group. For example, if you have top-level keyword groups for “cookies” and “bars,” where do you put the keyword “bar cookies”?
• Put the keyword in both groups. You may choose to test which group the ad performs better in.
• Put the keyword in the more differentiating group. In this case you may decide that “cookies” is more differentiating than “bar,” and that you can to write more compelling ad text for your cookies group than your bar group. However, this often comes down to a judgment call.
• Create a separate group for the keyword. Here you might have three top-level groups, one for “cookies,” one for “bars,” and one for “bar cookies.”
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