Keywords are the core of your SEM strategy. Generating these keywords can be challenging for marketing companies. In this stage of the process, it is important to work closely with the business owner to optimize this component. Brainstorming is the logical first step in the process of building keywords but where do you go after that?
In some cases, after the initial brainstorming, there can be golden opportunities by identifying missed keywords. Until recently, we never used competitors’ names as keywords. The logic is that if someone is doing a Google search for a specific competitor, why would you want your ad showing up? However, by showing your ad, it gives you an opportunity to grab that customer. With a well worded targeted advertisement, you just might be able to.
Another strategy is to incorporate additional keywords for more detailed or specific keyword searches. An example might be to add specific ads for specific features or functions of your products, comparing brands or customer service inquiries. Some of these search terms may not have bids, in which case, you have hit the jackpot. Your cost per click (cpc) will be dirt cheap and you will show up right at the top.
Lastly, analyzing the buying cycle stages in your industry can also help and try to match your keywords with the cycles. Try to figure out what keywords match which part of the cycle and match an appropriate advertisement with those keywords.