PPC Keyword Generator

As we might guess, it is almost impossible to cover all the words a user might use in a search query that might trigger our ads to show (In other words, it is very difficult to have a 100% share in ppc campaign impression share). There are dozens of synonyms, plural, masculine and feminine words, adjectives from a single word… But on the other hand, we also know that, the more theme-related keywords and ad groups we have, the more likely we will get to our users. So now we need to get with a tool that facilitates us those tasks, following I’ll explain some and how they work.

How to start with theme-related keyword generation

The best way to get a first idea of which kind of keywords you need in your campaigns is to go to Google Keyword Planner and insert your url. Google will give you what the Google bots interpret there is on your page. This will not only give you an idea of which keywords and ad groups to use, it also lets you know if you have any problems with the structure of your page. If Google returns keywords that you consider not related to your business, then you should be getting worried because that would mean that the Google spiders are not understanding well the content and the structure of your webpage.

Adwords Keyword Planner
Adwords Keyword Planner

Once you have made the search on Keyword Planner, you’ll have a general idea of how you should have to promote yourself and what kind of keywords to buy. Now that you have the base, you can start expanding your keyword list by adding long-term keyword, by doing that you will gain relevance and hopefully decrease your cpc bids.

The importance of long-tailed keywords.

The long-tail theory, is a model, a business vision, which aims to cover and sell as many products as possible rather than just cover the most popular (this is feasible in some businesses with zero or little logistics problems such as those who sell music online). In the end, the income sum of all non-popular products, become greater than the income sum of the popular products. A clear example of this type of business is Itunes that cover such a variety of products (Because logistics and storage organization is different than in other businesses). On the other hand, in PPC marketing, we use the long tail theory to maximize the chances for a user to finds us. As for example,  “buy shoes” will not get the same results than if you type “buy asics gel nimbus 7”. Also, the average cpc price might not be the same for these two keywords. Generally, the more generic and the fewer words we use in a keyword, the more expensive and less relevant this one will be. So, it is for this reason that we are interested in gather as many long tail keywords as possible.

Long tail Image from http://twitteranalysis.wikidot.com/internet-economy
Long tail Image from http://twitteranalysis.wikidot.com/internet-economy

How do I expand my keyword list?

You should use tools that enable the mass creation of keywords and ads.  DeTool is part of the Adinton software system and lets you create keywords in all matches and variations you choose. With Adinton you can create a list of columns and later combine them in either lineal or “every variation” combination.

Detool by Adinton
Detool by Adinton

The idea is to put a synonym word in each of the columns so Adinton can do the matching. An example might be the one we have in the picture. In the first column, we have similar words for which the user could find; buy, purchase, search… The same in the second and third column. What is going to be the outcome of these? Let’s see the configuration:

DeTool Configuration
DeTool Configuration
  1. First we have to name our campaign (this will be taken for the Adwords campaign).
  2. Then we got to choose which we want to be the column for our ad groups.
  3. By using the keyword activation, not only we can change our url dynamically but also when creating our ads we will be able to create dynamic insertions.
  4. Then we can choose either to have a linear match or an “every variation” match with our columns and keywords.
  5. Finally, Adinton give us to option to choose which kind of match time we want for our new keywords.

Ads creation in bulk

Now we need to find a way to reduce the time to create PPC ads. Especially for those campaigns with a large amount of ad groups. DeTool also facilitates us the creation of ads in bulk.

Creación de anuncios con De Tool
Creación de anuncios con De Tool

We can create as many ads as we need for each of our ad groups. If we also add the dynamic insertion, we can add the name of our group in any of the ad description lines. In the example above, we have three ads per ad group. In our case we used adgroup {} to insert the name of each of our adgroups in our ads.

Once we finish, we can save and download it as csv. To upload to Adwords, we  only we have to upload the entire document and we will have our campaigns created with hundreds of keywords and ad texts.

Import data to Adwords
Import data to Adwords

Go beyond basics with Adinton

Adinton doesn’t stop there. Adinton can generate automatic keywords research and upload them directly to your Adwords account. Adinton also provides reports where you can see the performance of your keywords, it will give you suggestions of bids and find you negative keywords. All based on the Adinton algorithm which is able to work with real-time information so the Adinton suggestions will always be up to date.

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