Inspiration for this blog post came from some work I have been doing recently on optimising SCL’s Pay Per Click (PPC) advertising campaigns in Google Adwords and Yahoo!. I have been using a portfolio-based bid management tool called SearchForce (who SCL has recently formed a partnership with to represent the tool within EMEA) as well as our Web Analytics tool Unica NetInsight, to help with the streamlining process …Ok endorsement over!
Keyword Research
I set up a new Google Adwords PPC campaign within the SearchForce tool and conducted some keyword research with the aid of the keyword generation tool in SearchForce (powered by Keyword Discovery) and also used some other free tools, including a nice free keyword research tool from Wordtracker.
Its important to try and use more than one keyword research tool when conducting keyword research, allowing you to use a triangulation approach to your research. Also remember that these keyword tools are there to provide suggestions, but it is always worth including some of your own knowledge of your products or service when building your keyword lists.
Once I identified some keywords to bid on, I set the keywords predominately as broad match keyword terms and decided to let the new campaign run for a few days to collect some data and allow me to further refine my keyword list.
