Burning search engine marketing questions on your mind? See what our experts have to say.
Dear Search Expert,
I'm in a quandary. I know I've got it good with the ROI on my current search engine marketing campaigns, but the length of my keyword list has me down in the dumps. I want more. More keywords. More incremental volume. But I'm not willing to compromise on quality. Am I being too picky? Please, help me add more keywords to give me the volume I crave without giving up the quality I need!
Thanks for your help,
Longing for Quality Volume
Dear Longing,
There, there now. This is a problem easily solved! First, a bit of SEM wisdom: Oftentimes adding new, relevant keywords will actually improve your quality — especially when you add new keywords that you had been mapping to previously from phrase or broad match. Since adCenter usually prefers exact match terms, they may be seen as higher quality, be more efficient and generate more volume.
If you are not adding keywords from queries already mapping to your account, the key is to make sure the keywords you add are closely related to your offering and associated with well-written, highly-relevant ad copy and landing pages.
Now, to make sure your quest for new keywords results in relevant matching and SEM success, follow this timeless advice:
- Launch new terms in ad groups and campaigns with high quality score keywords (>5)
- Set explicit bids by match type (a specific bid for broad, phrase, and exact match types)
- Apply phrase and exact negatives as needed
- Ensure consistency between the keyword, search query, ad, and landing page
- Use granular landing pages to improve relevancy between the query and landing page
Looking for keywords in all the right places
Guess where you'll find the most eligible keyword additions? Right under your nose in your existing account and campaigns! Are you bidding explicitly on all match types? Are you utilizing broad match and mapping to queries not already in your account?
If you are not bidding explicitly on all match types, this should be the first addition you make (See this article for more information on explicit versus implicit bids). In the example below, you can see how explicit bidding on exact and phrase match types can help improve quality and efficiency. Typically, bidding explicitly on all match types can also help increase impression volume.
Another place to look for quality keyword addition opportunities is search query reporting. The queries you are already mapping to and generating good metrics from, like high click-through-rates, are great candidates for new keywords. You can find this report in the adCenter UI:
By adding queries not already in your account that are generating good metrics, you will improve quality and volume.
These are two quick ways to help you separate the keyword studs from the duds and give you the quality you seek. Follow the basics with any keyword expand, keeping relevance in mind, and you will have success maintaining quality and efficiency while growing impression volume.
Have fun expanding your account and seeing the results!
---Chelsea Boryca, Sr. Creative Strategist
(Chelsea works with advertisers in NYC and has been with Yahoo! for just under 3 years)
