The Fantastic Four Keyword Types

Many people just put keywords into an AdWords account without really taking the time to objectively asses them, we see this in many of our PPC Management client accounts when they first come to us; Keywords are mixed up, not tightly themed and use generic adcopy.

One of the core tasks of good PPC Management is to break down existing adgroups into more tightly targeted ones, with relevant adcopy for each adgroup that actually relates to the keywords in use within that adgroup. Adding new keywords and finding new themes is also fundamental to the success of an adwords account, some keywords will thrive, others will not and will need removing but it’s crucial to try and expand the accounts to find new, lower competition, lower cost keywords, many will convert well too!

There are Four types of keyword :

Examples of the Four keyword types in use :

It’s useful to create a benefit matrix when doing adcopy and here we can do a kind of keyword intent matrix too by thinking about the Four types of keywords and how people will search for them.

For example, someone has been burgled so they need new locks from a London locksmith, type Abus DL3245 to rectify the burglar damage.

Slow internet is preventing someone from watching movies on fast broadband like they would via BT Infinity.

Under lit Subjects are resulting in badly lit pictures so a speedlight flash model speedlite 430EX II will cure that.

You should look at the keywords you find and think about expanding them out into adgroups based on the Four keyword types too, they won’t always work but they can result in low cost, highly converting traffic in enough cases to make it worthwhile to put the work in and then very closely monitor the resulting data.

When looking for new keywords you don’t have to start with the keyword tool, you should also think about the product or service you are promoting and ask questions like :

• What problems can you solve for potential clients?
• What relevant solutions can you think of?
• What symptoms appear to a potential customer that your product or service could fix for them?

Write these out like a short story detailing what explicit solution, product or service keyword, problem and symptom the user may face, then use these to go off and search for keywords around, create tightly themed adgroups with targeted adcopy.

Just using the keyword tool alone means you’ll miss some angles and in highly competitive PPC Management environments new angles are a great way to gain an advantage over the competition.