Monthly Archives: March 2016

How to Add Keywords in Bulk for via an AdWords Search Term Report (Search Query Report)

google-adwords-optimization

This is relevant for Google AdWords only. Bing Ads kindly sets the appropriate match type for each search term you want to add. This guide assumes that you are familiar with the basics of using Microsoft Excel.

You’re a PPC Specialist and you’ve just taken over a neglected PPC account and the first thing you do is go to the account level, choose the last 60 days and run an AdWords search term report. Only to find out that there are hundreds of terms that have converted but have not been added to the account!

If you’re in AdWords, when you select a keyword to be added (as a positive kw), it automatically selects the match type as broad, which of course you do not want.

Search-Term-Report

Example of how a Search Term Report Looks in the Adwords Interface.

Depending on the account structure, you would probably want to add the terms in either exact or phrase match (or possibly in modified broad match). Doing this manually via the interface would be a very tedious task. So we’ve come up with quick solution with the help of our friend Microsoft Excel:

  1. Select the relevant keywords and run the AdWords search term report for your desired date range
  1. Click on the download button and choose ‘.csv’ format.
  1. Open the sheet then filter based on your chosen criteria (conversions, clicks, CTR, etc).
  1. Copy and paste all the keywords that you wish to add to the account into a new sheet (preserving the column titles).
  1. Do a find and replace to change ‘phrase (close variant)’ and ‘exact (close variant)’ to ‘phrase’ and ‘exact’ respectively.
  1. Change the column titled ‘search term’ to ‘keyword’. Save the file in the csv format.
  1. Open AdWords Editor and click on Account>Import>From File and select the chosen csv file.
  1. Review imports before confirming acceptance, then upload the changes via AdWords Editor and you’re done!

This simple 8-stage process can save you hours of fiddling around in the interface when it comes to adding new keywords to your account via an AdWords search term report.

PPC – Stand Out From The Crowd, Rise To The Top

Pay Per Click (PPC) advertising does require careful and close management to ensure it remains profitable and viable, and it is often considered more expensive than SEO, but it also has a host of benefits to offer to users. It can start generating visitors to a website as soon as a campaign goes live, and effective campaign management means that these visitors will be highly targeted to the content on your site and the products or services that you sell.

What’s more, while you can spend years trying to get your website to the top of search engine results for competitive keywords, PPC enables you to reach the very top of the first page of results straight away. You don’t need to wait for results, and you can ensure that you reach the coveted top positions on sites like Google.

Why Being Top Matters

Whether you are looking at SEO, social media optimisation, or Paid Search Marketing, you will see numerous guides and articles on how to reach the top, and with good reason. Research shows that being at the top of search results pages and other lists means that you can enjoy click through rates as high as 75% or 80%, and with each position lower down the list you appear this figures drops exponentially. 6th position may not sound bad but, in reality, it means that you will only be receiving a tiny fraction of the possible visitors you could receive.

Being top really does matter to the success of your website.

Hit The Ground Running

The top position in organic search results is highly coveted spot. However, for all but the least competitive keywords, it can take months or years to achieve anywhere close to this position, and it is virtually impossible to achieve these rankings for some of the most competitive search terms and phrases.

With PPC, it is not only possible to ensure that you reach top billing, but you can do so as soon as your website is built, or as soon as you launch your PPC campaign.

Careful Management Means Optimised Budgets

ppc_fcd

One of the reasons that some website owners and marketers shy away from PPC is because they are worried about the size of budget they require. While it is true that bidding for top positions on some choice keywords could potentially break the bank after just a few clicks, the key to successful PPC management is to conduct thorough keyword research, carefully choose targeted and less expensive keywords, and to reap the rewards for your efforts.

PPC ah the potential to start driving visitors to a website straight away. Good keyword research and content optimisation ensures that you can also enjoy highly targeted visitors, and also means that you should be able to keep costs down to a minimum, but it does require careful and ongoing management and optimisation.

SEO And Content Marketing: How Using Both Can Help You

Although there are differences between SEO and content marketing, the two certainly aren’t mutually exclusive. Conducting good SEO requires the introduction of effective and targeted content on your sites, and will typically involve some form of building links to your high quality content. Meanwhile, good content marketing means filling your site with a combination of evergreen content and pages that will attract a multitude of longtail hits. For the most effective campaigns, you should be looking to combine SEO with content marketing, in order to reap the rewards of both, and to take real advantage of the work that you put in.

Longtail Search Terms

Longtail search terms are phrases that typically contain three or more words and, individually, attract very few visitors. However, when you add up the total number of visitors you receive from each of your longtail keywords, they will usually make up the majority of the traffic that your site receives. However, they are notoriously difficult to target.

The minimal number of searches that these terms receive means that they rarely show up on keyword research results, but they will appear when you write naturally for your visitors. Because content marketing requires the writing and publishing of natural content, it will naturally include longtail search terms, therefore improving your SEO results.

Evergreen Content

Evergreen content pages are the pillars of your SEO content. They essentially hold up all of the product pages, reviews, and other content that you write; they naturally attract the most links; and they are the pages that will usually be the most common doorways into your website. They also tend to be long-form, contain huge amounts of data and information, and they lend themselves perfectly to both SEO and content marketing.

Google loves evergreen content, although they do encourage website owners to regularly update these pages where necessary. What’s more, because of the vast amounts of information that these pages contain, they will also be among the most popular with your content market.

Content-Marketing

Attract Links

Content marketing not only requires the writing of high quality content, but also the effective distribution of this content. This may mean guest blogging, joining in forum and social media discussion, or the use of any of a number of other distribution channels.

A happy side effect of this content distribution is that it will naturally generate links, and not only those that you create yourself, but the links that website owners and social media users naturally provide for your pages. Google treats links as editorial votes for the content on your site; the more links you receive, and the higher the quality of the pages that link to you, the more likely that you will enjoy a prominent search engine position.

Results Driven Research

Whether you are posting regular blog updates, adding your latest social media feed, or creating evergreen content, you will be attracting new visitors to your site, once your content marketing and SEO efforts bear fruit. With every visitor to your site comes yet more invaluable data.

Using the data from your content marketing, you can determine the most popular keywords for SEO, and using your SEO traffic, you can determine the most popular topics for your content marketing. This results driven research can help you to formulate an even more effective and potentially profitable marketing plan.

Your Marketing Mix

SEO and content marketing can combine to create a very powerful and effective mix, but they are only two forms of online marketing. The most effective campaigns are those that combine multiple types of marketing like SEO and Paid Media Marketing to create a digital marketing mix that attracts visitors, converts visitors into clients, and generates profits for your business.