Keyword research and competitive search impact on advertising activities

Keywords contain a lot of information

For network media strategists, the existing click-based advertising activities can be said to be a treasure of information. The effects of different keywords can help them create different styles of activities, from creative ideas, advertising texts, website writing, to tracking positions, new niche opportunities, etc. If there is no ready-made pay-as-you-go AD activity, can you refer to it? Then you can conduct keyword research on the above aspects for a newly launched Click-paid advertising activity.

This can begin with using the keyword research tools commonly used by paid ad experts:

Website analysis: it makes sense to know which keywords have been confirmed to bring traffic to a website, which content the traffic will flow to the website, and whether the traffic will be converted into a target behavior. By comparing and analyzing the expected and actual targets of advertising customers, we can draw some information from the gap between the two, as well as our future efforts.

Google's adwords Keyword Tool: This free keyword research tool is the first in this field ". This tool not only allows users to evaluate the popularity and importance of a keyword or keyword group based on the search traffic, but also determines other related keyword groups. This tool also allows you to control your queries in various ways. For example, you may restrict the search results by using multiple options, such as geographical location, device type for search, and product category. Once a keyword is published, you can also operate and classify the data. For example, to restrict search results to search for anti-aging categories, I select the category search keyword for mobile devices in the United States, sort the search popularity of these keywords in the United States.

You can select your favorite keywords from the sorting list and switch to the click-through estimation tool to estimate the traffic and cost of these keywords. If a media buyer wants to create an activity with a direct response by displaying an advertisement, both of these two factors need to be taken into account, and the cost of each thousand display needs to be negotiated based on the actual advertising effect of the advertisement.

Google Trends: media buyers always tend to make a lot of publicity on popular content that attracts public attention. Similarly, Google trends will also track and display current popular searches. If you can quickly take action and have prepared ad ideas and budgets, you can use these trends for promotion.

Twitter search and hot topics: You can also measure the popularity of a keyword, especially a special keyword, to see how many posts mentioned this keyword. If you link these posts to a website, will it be useful for your media program? If necessary, you can use twitter's advanced search tool to find the specific answer. Twitter's hot trends are like rankings. Although they are often meaningless tags and celebrities, they are still helpful for grasping the buying opportunities of quick ads.

Useful information from competitive search

In addition to mining data from existing advertising customers and public assets, these technologies can also be applied to existing free and paid competitive search tools. The competitor analysis function, semrush, and spyfu of Google adwords are both free and semi-free tools. The search monitor of the billing platform provides rich information about competitors and trademark disputes. Adgooroo is also a billing platform with features similar to search monitors and "display insight", which must be useful to media planners and media buyers.

Another use of keywords

I am a super fan of contextual advertising. Most contextual advertisements are based on keywords. Therefore, your advertising activities can be executed only by providing an effective keyword list to your suppliers. Your content network representatives will not only tell you the number of ads they predict, but also tell you the words and other available opportunities that may be missed in your keyword list.