There are always different KPIs for different stages for your marketing funnel. In this post, we’ll discuss how to extend your reach to a larger audience by expanding your keyword targeting. This strategy will help you rapidly grow reach; and, if you’re doing this correctly, you will ultimately decrease your competitors’ traffic, giving you a win-win situation. This is part 1 of a 4 part series that covers how to grow your advertising efforts with SEM tools.
Part 1 - Expand Your Keyword Targeting in Minutes
So let’s say you’ve noticed that some keywords are doing really poorly, either a low click-through rate (CTR) or high cost per acquisition (CPA). The best thing to do is to pause them so you don’t have to spend anymore money on them. However, this leaves you with extra budget. Figuring out what to do with the rest of your budget could be as simple as testing new keywords. There are many strategies that you can use to expand your keyword list. I’m going to take you through an example using an SEMrush account and an AdStage account.
Rapid Keyword Research
What better keywords to test than those that your competitors are already getting traffic from? The time consuming part is gathering those keywords and identifying which ones are delivering the best results. Luckily, there are available tools that can shorten this research process and upload time to just a few minutes.
With SEMrush, you can enter a keyword or a domain to find keywords from a competitor. For companies that offer multiple products or services, I recommend searching for a keyword on SEMrush. Enter one of your top performing keywords in the search bar to find a list of related keywords that your competitors are bidding on. I searched for “gold coin” in this example.
You can filter the keyword list in the tool or export the list and choose which ones you’d like to keep or remove in Excel. This should give you a great head start in expanding your keywords for this particular product or service. In this example, I filtered out the word “gold” before exporting.
To take it a level further, search for your top performing keyword on the actual search engine and find who your top competitors are for this keyword.
In this example, the competitor for the “gold coin” keyword is www.jmbullion.com/gold-coins.
Copy the URL into SEMrush to see what other keywords the ad is bidding on and the landing page is ranking for. In the screenshot below, we can also see the full list of keywords that this advertiser’s URL is ranking for.
Organize Your Keywords
You should have a good list of keywords to go off of. To start targeting these keywords:
- Assign each of the keywords to an ad group (new or existing)
- Choose whether you’d like to target exact, phrase, broad or modified broad match
- keywords are broad match
- “keywords” are phrase match
- [keywords] are exact match
- +keywords are modified broad match
- Log into your AdStage account and these keywords to a new or existing ad group.
Note: If you are targeting new keywords in a new ad group, you will need to create those ad groups in AdStage before you can add keywords to it.
Easily Add Keywords To Your Account
Now you’re ready to target your keywords. With AdStage, we make it easy for you to add keywords to your ad groups and campaigns. You can create a new ad group or add keywords to an existing ad group.
- Log into your AdStage account
- Click on your desired network
- Click on the Ad Groups tab
- Click on the desired ad group
- Go to the Keywords tab
- Click Add Keywords
When adding your keywords, make sure to include the appropriate symbols (brackets, quotes, or addition signs) around the keywords that indicate the match type you’d like them added as.
In the next blog post, I’ll tell you how to optimize these new keyword targets automatically with Automated Rules in AdStage. Monitoring performance should become very simple with Automated Rules, which will allow you to focus on other optimization tactics, like creative testing. I’ll talk more about creative testing the third blog post in this series. Finally, we’ll wrap things up in the fourth blog post on how to transform your top performing search campaigns into successful social campaigns.
If you’re new to AdStage and would like to try campaign management and optimization with the only platform that supports ads on Google, Bing, Facebook, LinkedIn and Twitter, sign up for your free trial today.
Do you have any questions about how to use SEMrush or AdStage? Please leave your questions and comments below!