Performance Marketing is all about relevancy. Relevancy must be all around us: Keywords, content, demographics and locations are all that matters to achieve success for performance marketing campaigns.
“Google Insights for Search” is hopefully become one of the tools which will enable us to qualify for relevancy in our Search Marketing adventures. I must call each person’s search marketing initiative as Adventure since it is unique to that particular time, place and circumstances. Like the dynamism in Google’s search marketing algorithm, relevancy is also a variable parameter in search marketing. We have to test every outcome and never base any assumptions on any accuracy of data in the long run.
With that in mind let’s take a look at what we can do with “Google Insights Tool for Search”.First of, we have to recall the number one rule for Search Engine Marketing “Split and Track”. Second “Testing Different Combinations for Creative’s, Keywords, Locations”
Now we can proceed to the third step with those 2 principals are already set in our minds.
Let’s describe a case together: I would like to do a PPC campaign for “Blackberry” and I need to find out which keywords and locations to bid on.
The good thing about this tool is the ability to make queries with multiple variables at the same time. With my keyword “Blackberry”, I have chosen Web Search, United States with all sub regions and metros, last 12 months and Telecommunications from the filter section.
Blackberry query ended up with New York State as the highest volume of search and Massachusetts’s as the lowest volume. Please be careful that Google Insights does not provide absolute numbers instead works on relative values. Plus “The Regional Interest” states are changing everyday.
The Volume list will go on for April 24th, 2009
Interest overtime chart is revealing the search trends over 12 months period of time and displaying the highest volume for this keyword in November.
“Search terms related to Blackberry” is a list of other keywords which has relevancy to the topic of Blackberry such us storm blackberry , blackberry bold, Verizon blackberry, verizon, blackberry pearl, blackberry phone, blackberry software.
Also we have another valuable info about the Blackberry keyword which is equipping us with related keywords’ trend analysis. As seen below blackberry 8900 has the highest increasing volume of search.
We are continuing over the forensic analysis of our keyword Blackberry. Since we have found that New York State has the highest volume of search, the smart way is to trace which metros are performing well for the “Blackberry” keyword.
In order to do it, I will go to Filter section and select New York at Sub regions and click to find out the highest volume searching cities in the New York State. My list is ended up with New York City as the top city and continues with , Utica-Rome, Syracuse, Albany-Schenectady-Troy, Rochester, Buffalo, Binghamton and Burlington, Elmira and Watertown. Now I will be more confident with running my ads in New York State but only in the 8 key metro areas of clear investigation by disregarding other cities.
Therefore, it is much easier to target displaying my ads in Google Adwords. I am not blind anymore. All this analysis took me time but saves me a lot of money while I am targeting the derivations of Blackberry keyword which will increase my conversion rates and overall performance.
You can continue to this process for the first 5 states depending on your prospect perceptions.
When you try another mobile phone such as “Iphone” you will be surprised to see that the highest search volume for “Iphone” is in District of Columbia, then there comes New York State. If you are a local business trying to sell items to your area this is also a great way to target your prospective audience.
Our hypothetical scenario helps us to conclude that:
1. Split your target category into subcategories or brands (Mobile phones stands for the main category. Iphone and Blackberry are sub categories. For example, with Blackberry you can also divide it into Blackberry storm or blackberry pearl.)
2. Find and split the areas that your ads will appear. Although both Iphone and Blackberry are provided by the same retailer (merchant), you must run your ads in different states or even different metro areas according to your findings after making your keyword forensic analysis.
3. Check the keyword search volume and trends to be able to make a better estimation for your future revenue expectations.( You can use Google Keyword Tool to find the search volume numbers)
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