For any paid search strategy, the clear goal would be to drive as much traffic that is qualified to the site as you can, while also keeping the costs down. A lot of the search marketers had been trained to utilize keyword tools such as KeywordSpy as a catalyst to spot the most trafficked keywords, and then we would copy them into the Adgroups. Well, for the past ten years, bidding your way to the top method has disappeared and the competition has been tough in the search marketing world which has high priced keywords, a lot of competition and the metric referred to as Quality Score. So with these mentioned we are to look for other ways for limiting competition and look for the perfect searcher or prospect with the largest intent that he or she will make, which would lower the CPC and then increasing the ROAS or the ROI so that the PPC will keep going.
One of the more effective ways of doing this would just have to be reading your own content. Why, you ask? It’s free of charge. It could aid in spotting campaign structures, which include navigation, category segmentation, not direct keyword testing, etc. It would aid in spotting more specific long tail keywords. Aiding with Landing Page Quality score when the keywords are now on the page. Makes an ongoing process for future PPC strategy. So Should We Just Discard Keyword Tools? Of course, we should not. Keyword tools including KeywordSpy would still be important in Paid Search as well as a lot of advanced keyword tools to nail down searchable keywords, long tails, misspellings and the like. And yes, even misspelled keywords possess value for search ability in case of erroneous typing on part of the customer. In addition, you get to see other metrics you can position yourself against, such as the Daily Ad Budget for domains you are competing with You can track how much your competitors spend, on which keywords, and spice up your content to compete with them too.
Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.