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Lesson 3 - Understanding Keyword Organization

The document discusses keyword organization and selection for search engine campaigns. It describes how keywords change during different stages of the buyer's journey, from generic learning keywords to specific product keywords. It also outlines the primary types of keywords - explicit, problem, symptom, and product names/numbers. Finally, it emphasizes understanding the target audience and primary searcher to use the right keywords.

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Kumera Dinkisa Tolera
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81 views

Lesson 3 - Understanding Keyword Organization

The document discusses keyword organization and selection for search engine campaigns. It describes how keywords change during different stages of the buyer's journey, from generic learning keywords to specific product keywords. It also outlines the primary types of keywords - explicit, problem, symptom, and product names/numbers. Finally, it emphasizes understanding the target audience and primary searcher to use the right keywords.

Uploaded by

Kumera Dinkisa Tolera
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Advanced PPC

Lesson 3: Understanding Keyword


Organization
Overview

Keywords form the initial stage of a search campaign.

Hiking Boots
Overview

Keyword selection and usage helps determine when to display the right
ads to users actively looking for the product.
By the end of this lesson, you will be able to:

Describe how keywords change during the


buying funnel

List the types of keywords

Identify the primary searcher


Introduction

An ad is displayed when a user’s search query matches the keyword.

Inexpensive tools
Introduction (Contd.)

Understanding the search behavior and how it changes across the buying funnel can help in
selecting the correct keywords.
How Keywords Change during the Buying Funnel
Buying Funnel

The buying funnel displays the stages a searcher moves through during a purchase.
Buying Funnel: Expensive Products

• In the learning phase, keywords are generic such


as large screen TV or HD TV.
• In the shopping phase, the keywords become more
specific such as LED TV, Plasma TV, or a
comparison between LED and Plasma TVs.
• In the buying phase, the keyword can be a
particular product.
Buying Funnel: Inexpensive Products

• In the buying funnel of an inexpensive product,


a user may lock onto a website early on unlike
the buying funnel of an expensive product.

• For example,

• In the learning phase, the user may search


for top books on Amazon.

• In the shopping phase, the user reads the


reviews and comments.

• In the buying phase, the user buys the


selected book at Amazon.
Buying Funnel: Long Sales Cycles

In a B2B scenario:
• A buying cycle can continue over a long period
of time.
• The search might be conducted by a person
who is not directly involved with the decision.
• For example, a CEO might ask a CTO to look
into a particular software.
• The CTO might assign the task to a
developer to conduct the actual search.
While selecting keywords, you need to keep in mind
how people conduct the search.
Buying Funnel: Long Sales Cycles

Learn

Shop
Consumer:
Information gathering Buy
Consumer:
Keywords: Comparing products, prices, and
features Consumer:
Computer
Ready to buy
Laptop
Keywords:
Hi-def TV
Lenovo Notebook Keywords:
Sony laptop Lenovo Series Thinkpad
Plasma TV Sony Vaio Ultraportable
Samsung hl-s61ssw
Types of Keywords
Keyword Types

Explicit Problems Symptoms Product Names


and Part
Numbers

Directly describes Describes the Describes the Product names


the product conditions the problem and part numbers
product solves

Boston Plumber Flooded basement Broken pipe P-1011 ¾


Dermatologist Acne Oily skin Mint Soufflé
Laptop Memory Can’t run Excel Slow computer Cleanser
512MB DDR2-533
SODIMM
Keyword Types (Contd.)

Use storytelling scenarios to help choose the right keywords:


• Why does the user need the product?
• What are the problems the user is facing?
• What is the product they are searching for?
• What are the specific details of the product?
Identify the Primary Searcher
Identify the Primary Searcher

While selecting keywords, it is important to keep in mind the different ways a


searcher might conduct the search.

Situation: On Saturday afternoon, the pipes in the basement freeze causing


them to break. What’s next?

How do I turn the Emergency plumbing


water off in my services
basement?

Direct keywords
Question-based keywords
Keyword Demographics

• Conduct research to understand your target audience better.


• Use specific keywords that will help in capturing the right audience for your product/service.
• For example, the word bleach can mean a laundry whitener or a popular Japanese show.
• Find out who your audience is and target them with specific keywords.
Consider your buying funnel
People change their query behavior as they move through the funnel
Ensure you are using keywords throughout the funnel

The four primary types of keywords are:


Explicit: Directly describes the product
Problem: Describes the conditions the product solves
Symptom: Describes the problem
Product name and part numbers

Examine the data and evaluate the searcher type to ensure you are reaching the
correct user base

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