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Finding new keywords on long-time campaigns

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  • Finding new keywords on long-time campaigns

    Hi everyone, Jason here. First post of the forum!

    I manage a lot of well-managed, long-time, near-perfect campaigns. Campaigns I've been managing for years. And they're going great.

    My one major concern on great, long-time campaigns like these is that I'm missing out on keywords and searches that I just am missing for whatever reason and my current keywords won't expose me to these missed keywords in the search terms that come in.

    For example, long distance movers also get searched for as "state to state movers" and I'd be bummed if I never found that.

    What do you do to find new keywords on long-time campaigns to make sure you're not missing out on any great traffic?
    manual bids

  • #2
    I often make a campaign called “Search - Experiment” and give it a really low budget, set to max. clicks, with lots of pure broad match keywords ideas. I’ve found a ton of great keywords this way. They’re never my top keywords but they help. I also get the added benefit of bringing in top of funnel traffic with my experiment campaigns. Pure broad KWs end up catching that type of traffic.

    Comment


    • Trust Local Agency
      Trust Local Agency commented
      Editing a comment
      Austin, I like using this method also. Do you use your regular negative keyword list in your broad match champaign?

    • Austin
      Austin commented
      Editing a comment
      Hi Trust Local - yes, I actually use the exact same negative keywords list in these test campaigns. I suppose there are probably many situations where you wouldn't want to do this. The most important list I always include is my competitor keyword list. For my clients (maybe not true of everyone else's clients) competitor keywords rarely don't convert well so I don't want them in any campaign.

  • #3
    Austin that is such a smart move. I have a poll up on my twitter this week asking if that's a good idea. I love that idea. Sacrifice (even though some good conversions will still probably come) 2% to 5% of budget and always get ideas coming from it.
    manual bids

    Comment


    • Austin
      Austin commented
      Editing a comment
      I think I stole this idea from your podcast now that I think of it.

  • #4
    I used spyfu.com for the first time recently and found a lot of great keywords I didn't think of before.

    Comment


    • Austin
      Austin commented
      Editing a comment
      Hey Hal, I’ve looked at Spyfu. What do you think of using spyfu vs the new keyword planner? I love the new keyword planner and get so much out of it in new keyword ideas but also in new ad group ideas.

      Do you use the new KW planner? If so, how does it compare to Spyfu? Does Spyfu offer more?

  • #5
    I think broad match keywords and DSA campaigns with low bids are the way to go.

    DSA only for e-commerce clients or businesses with lots of organic traffic already.

    Another tip for ecomm clients is to take converting terms from shopping campaigns and bid on them in your search campaigns as well. The algorithmic keyword bidding is similar to broad keywords or DSA.
    Last edited by Hollahollabooya; 09-09-2019, 11:21 AM.

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    • #6
      I've discovered some new keyword groupings by mining the client's search console and GMB account. I look for queries that are pretty far down the list, as we are usually already bidding on the top phrases/keywords.

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      • #7
        Originally posted by Samara View Post
        I've discovered some new keyword groupings by mining the client's search console and GMB account. I look for queries that are pretty far down the list, as we are usually already bidding on the top phrases/keywords.
        Good ideas there.
        manual bids

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        • #8
          If you can get access to call recordings from your clients, it's interesting to listen in how real people are speaking and requesting things. I've done this and have been able to catch regional differences in language/keyword usage. For example: Front Room vs Living Room.

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          • #9
            Originally posted by Aerdna View Post
            If you can get access to call recordings from your clients, it's interesting to listen in how real people are speaking and requesting things. I've done this and have been able to catch regional differences in language/keyword usage. For example: Front Room vs Living Room.
            great tip! Some platforms even provide transcripts for quickly scanning through it.
            manual bids

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