 |
|||||
PPC Market ResearchBefore we even open a Google account, let’s do what all good marketers must do… get to know our market! Let’s say that we are promoting a martial art school. I am going to walk you through the steps necessary to build a successful campaign around that service. Let’s first start by investigating our competition. Think of a keyword that you are interested and let’s initiate our market research using that term. In our example, we’ll start with a broad phrase and narrow it down from there; let’s use “martial arts”. There are two things we are going to do that will help us determine if our market is viable and how our competition is. First, go to WordTrack Tool webpage and see how many times this phrase is searched for on WordTracker and Overture (both of which keep a live tab on how many times phrases are searched for in their respective search engines.)
From the results you can get a sense of how people are actually searching for your keywords/key phrases. For the time being, I’ll make the general statement that the more is better because that means the demand is high (there’s a catch though since where there’s high demand, typically there’s also high competition; I’ll show you how to strike a fine balance in the advanced section.) Now let’s go over to Google and do a search for the exact same phrase. Pay attention to the Sponsored Links on the right hand side where ads show up. We are going to get an idea on how many ads are shown for the keyword we selected. Eight ads are shown per page (not counting the preferred ads that get shown up top just above the organic search results; the number of these preferred ads shown may vary). Click on “More Sponsored Links” to see more ads. Go page to page and count how many ads there are for the keyword/key phrase you have chosen. This tells you how competitive your market is for that keyword/key phrase. It’s no surprise that our broad keyword results in high demand but also high competition. Since we are just starting out our campaign, we don’t have enough good grace through a history of ad performance to compete in this market just yet. Let’s refine our keyword and narrow down our market some more. We can go back to our search result on WordTracker and use one of the less common searched keyword phrases such as “martial art class” and repeat the process. For now, since I want to focus on martial art for children, I’ll do the process for “children martial art” and find out that while my market became slimmer but so did my competition. We can definitely work with that. (Obviously, you can dig even deeper if you wish, it all depends on you and your market.) With our first keyword picked out, let’s get started on actually
setting up a complete Google AdWords campaign. Click here:  "Who Else Wants To Learn AdWords Tips & Tricks That Most Marketers Will Never Know About Google AdWords..." Inside you'll learn...
Get Google on Your Side Instead of Trying to Fight It!
|
|||||
 |
