1.
HOWTO RESEARCH
KEYWORDS
Use programming to create consistent and large-scale keyword
combinations
Elias Dabbas
June 2018
Generate!

2.
THETRADITIONAL
APPROACH
• Go to a keyword tool
• Enter a bunch of initial words / topics
• Get a large list of related keywords
• Select the ones you want, add to an ad group
• Repeat… a few thousand times

3.
FOR EXAMPLE
• You have a site that sells sofas, beds, and chairs, and want to explore what
people look for
• The keyword tool gives you a few hundred suggestions
• Although most of them probably make sense, you need to check them one
by one, to make sure you don’t end up bidding on something that you
don’t sell

4.
OBSERVATIONS
• Tedious: you have to do this for every single
product you have.Takes a long time.
• Error prone: by the 534th product, you will
probably have made a few copy-paste errors

5.
OBSERVATIONS
• Inconsistent: the tool will give you different combinations for
different products, but you want a consistent set of keywords
• e.g: for sofas it might give you “sofas for sale” and “buy sofas”
• for beds it might give you “beds for sale” and “buy cheap
beds”
• If you sell cheap products you want to have “buy cheap X” for all
your products

6.
BETTER IDEA
• Don’t research keywords
• Generate them!

7.
SUGGESTED WORKFLOW
• Wouldn’t it be great if you could extract all relevant words and combine them with all your
products in a consistent manner?
• I think it’s best to have keyword templates that look like this:
buy <product>
<product> price
buy <cheap product>
buy <product> in <location>
buy <product summer deals>
etc…
• Then you can replace <product> with all the products that you have

8.
NOTICE
• If the keyword tool suggests “buy iPhone” for iPhone
and “purchase galaxy” for galaxy phones, you probably
want to have both “buy iPhone”,“purchase iphone”, and
“buy galaxy” with “purchase galaxy”
• It’s always good to get ideas from one product and use
them in another. Even though not all will show similar
statistics, if a word signifies the same intent, you would
want to add it to your keyword set

9.
SUGGESTED WORKFLOW
1. Get all products that you sell: simply extract them from your site, data base, etc.
>> trivial
2. Generate a list of words that are relevant to your products and to what you
provide (around 20 - 40 words;‘buy’,‘price’,‘shop’,‘cheap’,‘offers’, etc…)
>> not so hard, just needs a few hours of thinking and alignment with
management or your client, this is the main exercise
3. Put the two lists in a tool that would generate the full campaign, ad group, keyword
structure for you
>> see next

10.
ADVERTOOLS
• A Python package that provides a set of useful
functions that hopes to make your life as a
marketer a little easier
• One of the main functions it provides is for
generating keyword combinations, with one click,
simply by providing the two lists mentioned above
(products and words)

11.
HOW IT WORKS
• Once you have defined a list of products
[‘honda’,‘toyota’] and a list of words [‘buy’,
‘price’,‘used’], it is literally one line of code!
adv.kw_generate(products, words)
• Two products and three words generate 36
combinations across three match types
• If you have 20 products and 20 words only,
we are talking about 24,000 keywords. Still
one line of code!
• 200 products? 137,400 keywords.Again, one
line of code…

12.
GETTHE PACKAGE
• if this looks interesting, you can learn more and get
the package from https://github.com/eliasdabbas/
advertools
• If you prefer to use it visually without code, you
can create keywords through this tool: https://
www.dashboardom.com/advertools

13.
THANKYOU
@eliasdabbas
https://github.com/eliasdabbas
https://www.dashboardom.com