1. The document provides tips and strategies for conducting keyword research and testing, including analyzing keyword performance data in Google Analytics, matching keywords to landing pages, conducting PPC testing both with and without clicks, user testing, and exploring other opportunities like Facebook ads, Twitter search, and stakeholder interviews. 2. Methods for analyzing keywords are outlined, such as setting dimensions in Google Analytics to view keyword and time frame data for metrics like bounce rate, exits, goals, and pageviews. 3. Guidelines are given for PPC testing strategies with either clicks or no clicks to gather keyword data, including using exact and phrase match campaigns, campaign reports, and targeting specific pages.

1. Keyword Research
Brain Dump
Taylor Pratt
Raven Internet Marketing Tools

2. Warning:
May Attract Zombies

3. 1
Killing a Zombie rarrrr!
2
3
1. Destroy the brain
2. Decapitate 4
3. Remove an arm
4. Remove a leg

4. Analytics Insight

5. Abuse Custom Reports
1. Set “Dimension” to “Keyword”
2. Set “Sub Dimension” to desired time frame

6. Reports to Run
• Bounce rate
• Exits
• Goal completions
• Goal abandonment funnels
• Pageviews
• Average time on site
• Exits
• Revenue (products and/or ads)

7. Matching Keywords
with Landing Pages
• Why?
• Find out the keywords specific pages are already getting traffic
from
• Are the keywords you are targeting sending traffic to the right
pages?
• Are those visits converting?
• Learn more at the LunaMetrics blog: http://kl.am/lunakw

8. 1. 2.
How to Do It

9. Exclude Branded Terms

10. End Keyword
Bias
Export your keywords and
black out each keyword
This will force you to only
look at the metrics

11. Testing

12. PPC Testing - For Clicks
• Step 1: Identify potential keywords to target on each page (as many as
you can)
• Step 2: Identify conversion points and ensure they are setup
• Step 3: Setup broad match campaigns that direct traffic to each
specific page on your site
• You should also consider running ads on Adwords Content
Network
• Step 4: Analyze the data

13. PPC Testing - No Clicks
• Goal: spend very little and still collect data
• Use “exact match” and “phrase match” campaigns
• What you’ll get: more accurate impression numbers for the specific
keywords you are considering targeting
• Tip: Make sure to run a Campaign Report with Impression Share IS
and Exact Match IS for better accuracy
• Gives you % of times your ad was shown vs overall impression
count

14. User Testing
• When conducting user tests, ask these questions:
• How would you describe what this site sells?
• What would you be looking for if you came to this site?
• Have you ever been involved in a zombie attack?
• What other products/services do you think this site might sell?
• How would you describe this product/service to a friend?
• What would you expect to find on this particular page?

15. Other Opportunities

16. Other Opportunities
• Facebook ad testing
• Twitter search
• Interviewing key
stakeholders
• Interviewingcustomer
service reps and secretaries

17. My Favorite Trick!

18. Abuse the Adwords Tool

19. What URLs to Use
• Google search results (must
be logged out)
• Wikipedia pages
• Amazon product pages
• eBay pages
• Directory pages

20. Thank you!
http://raventools.com
http://twitter.com/RavenPratt
http://facebook.com/raventools