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Effective keyword research is at the core of any successful paid search campaign. Especially if your goal is to produce ROI from your results. Without a solid plan in place, you’re throwing ad dollars into what I call a “money sucking fire pit”. A fire pit that burns your ad dollars with no regard to your investment. No one likes losing money or not getting a return from their investment, am I right? And usually (98% of the time) that’s exactly what I see when performing SEM audits and Discovery’s with new clients. With that said, I realize a certain percentage of you may never become a client of DRIVE—and that’s ok. But if this article helps even just a few of you to dominate your dealership’s PMA (or beyond), then…well, I will have succeeded.
Google Keyword Planner– One of the first places I recommend starting your keyword research. Not only can you compile a list of keywords, but you can also gain competitive insights such as CPC and traffic volume. Enter a few broad keywords related to your business model (new cars, used cars, Makes, models, auto loans, etc) and let Google return new ideas for you. In many cases, you’ll be left with words you’d have never thought of on your own. Also use this to find a huge list of negative keywords to make your ads more relevant.
Search Term/Query Reports – You can find “Search Term Reports”, “Search Query Reports”, or “SQR Reports”, as many PPC specialists call it, if you have historical Adwords data. If you aren’t—or have never—advertised on Google Adwords, then this resource will not help you. It’s one of the most insightful reports within Adwords. It allows you to see the exact search terms that match to your Adwords match types (broad, modified broad, phrase, and exact match). If you do have an Adwords account, navigate to the ‘Keywords’ tab. You’ll then see a smaller tab that reads, “Details”. Left click that and it will reveal “Search Terms”. You can do this by campaign or by adgroup.
Google Trends – Want to know which car models are most popular in your area? Want to know which makes and models to focus on for Conquest campaigns? Google Trends is your go to tool to find the answer. You can also discover what the top rising searches are relevant to your entered keyword.
BingAds Keyword Search Tool – Basically the same tool as Adwords Keyword Planner, but you’ll find new keyword ideas because the data is from Bing (and Yahoo). You can’t perform due diligence keyword research without includinging Bing and Yahoo. As of December 2014, Bing and Yahoo search market share rose considerably, w/ 19.7% going to Bing and Yahoo w/ 11.8% (as reported by comScore). Therefore, this alliance comprises approximately 31.5% of all searches worldwide. Ensure you take a moment to see what data (keywords) you can find.
BingAds Intelligence – If you consider yourself a Microsoft Excel user, try the BingAds Intelligence Tool. It will allow you to quickly find seed keywords relevant to your business model and quickly expand on them in pure Excel fashion. It works with keyword lists up to 200,000 words. Most dealership’s keyword portfolio will never be this expansive, but it’s good to know it’s capable of handling large sets of data.
Read the rest of the blog post here: 23 Free Keyword Research Tools To Dominate Your Market