1. 10-Spaces Consulting, Inc
design & strategy for the web
PPC Training
Session 2
Keywords Research Tactics

2. Conversion Theory
problem & visit
search click on ad
pain website
inner scans for finds a “am I wasting
conversation benefit promising fix my time?”
End-to-end strategy to
deliver your customer
exactly what they are
looking for

3. Conversion Theory
• Two things cause disconnect
• destination page (landing) is not
congruent to search terms and ad
• too many options for “navigation
distraction”

4. Conversion Theory
• Your customer looks at their click path as a
connection, or disconnection, of their
thought process
• Customers choose their keywords based
on solving a problem

5. Conversion Theory
no corporate
visit product scroll ordering
website page copy down page instructions
reads leaves
scan headings scan copy
excerpts website
Click paths are like trails in
the forest. Easy to take
wrong one, unless there’s
signposts to follow.

6. Audience Analysis
Which Keyword Are the Right Ones?

7. Audience; Step 1
• What is the product(s) you’re offering?
• What are the leading features of the
product?

8. Audience; Step 2
• For every product feature, answer “so
what?”
• Fundamental - answering “so what” is
what customers are waiting for, it’s what
drives them to buy.

9. Audience; Step 3
• Result of answering “so what?” should...
• sound like benefits.
• stated in opposite form of a benefit,
should sound like customers pain/
problem.

10. Benefits vs. Features
FEATURE BENEFIT
doesn’t come unthreaded in
double stitched
heavy washing
• Chef Coat coat has extra material
lasts 2x longer; designed for
commercial use
can use more durable fabric
hand made since doesn’t have to go
through robotic assembly

11. Audience; Step 4
• Begin keyword research
• which keywords illustrate problems you
can solve
• problem: it won’t always be easy to tell
• solution: test & guess in a control way

12. Keyword Selection
Lateral Search - “Go Wide”

13. Keyword Research
Tactic
• GO WIDE with keyword, then
• GO DEEP with niche (i.e. long-tail)
keyword

14. wide deep mirco
Go Wide
• What are the categories of searches
related to your industry, business, product?

15. wide deep mirco
Go Wide
• Category Search Examples
• Your product - product brand names,
product type, category of product?
• Benefits - pains and problems your
customers face

16. Go Wide; Keyword Silos
Chef...
coat uniform jacket
Wide
categoric; descriptive
executive chef coat chef’s jacket
black chef coat cheap chef jacket
10 button chef coat cotton chef jackets
pink chef jacket
Deep
egyptian cotton chef coat
denim chef coat women's chef jackets
kids chef coat chef outfit
women chef coat chef apparel
terminologically similar; discount chef uniform
within same category

17. Go Wide; Keyword Silos
• Importance of this process is that it helps...
• with research & organization
• dictate how campaigns & ad groups are
created
• decide on website destination (landing pages
• create bidding strategies

18. wide deep mirco
Go Deep
• Before going deeper into keyword category
• Test “wide” category terms
• Control for cost
• Test conversion over 200-500 visits
(conversion may be poor to start).
• Test ad copy

19. wide deep mirco
Go Deep
• Research niche terms
• the greatest # of terms doesn’t always
win
• still quality vs. quantity

20. • Deploy campaign
• While waiting for data to be returned, start
campaign #2
• Check for any conversions, got some conversions
work on eliminating “dogs”
• Check 1st campaign adgroups for clicks (none or
not sufficient, scrub)
• Check keywords campaign wide (none or not
sufficient, scrub)
• Keywords with high clicks — TRACK
• Let run to return data again, while waiting BLAST
another campaign

21. • Check keywords 1st campaign (cut keywords with
insufficient clicks, regroup converting keywords —
TRACK)
• Profitable campaign established (Monitor)
• Time for upscaling and expansion
• Start back at beginning
• Run into a campaign with no conversions
• pause, tweak the landing page, change the offer.
*cashtactics.com

22. Brook’s Dos and Don’ts
• Don't play bidding wars unless you have
very deep pockets.
• Don't rely solely on broad keywords;
they're expensive.
• Don't rely solely on very specific
keywords; they don't bring much traffic and
limit exposure.
*Jeremy Brooks

23. Brook’s Dos and Don’ts
• Don't launch when you can't monitor. If you
spend $400 in 5 minutes, you're probably
not doing something right.
• Don't over-commit. Everything should start
as a test.
• Do wait long enough to get sufficient data
before pulling the plug on a campaign.
*Jeremy Brooks

24. Brook’s Dos and Don’ts
• Do be patient and realistic. All things
(including PPC campaign optimization) take
time to figure out. Rome wasn't built in a
day.
• Do your homework. Know what your
competition is up to and what snags this
might create for you.
*Jeremy Brooks

25. Brook’s Dos and Don’ts
• Do use liberal amounts of negative
keywords.
• Do be careful with those negative
keywords.You don't want to cut out
relevant traffic accidentally.
*Jeremy Brooks

26. Brook’s Dos and Don’ts
• Do keep your campaigns easy to navigate
and analyze. Poor organization can make
accurate review extremely difficult, if not
impossible.
• Do your keyword research. Small phrases
can be goldmine of high-converting traffic.
*Jeremy Brooks