SEO and PPC Advanced Keyword Research with Keyword Spy.pdf

SEO and PPC Advanced Keyword Research

with Keyword Spy

In this report, I want to outline for you a few of the reasons that Keyword Spy – a tool that can help

with PPC and SEO keyword research – is so valuable.

But, before any of that I want to preface this with a bit of a disclaimer. If you’re not planning on

using Pay per Click advertising or if you are still just getting into the marketing of your new site, I

recommend you stick with the simple, free tools we’ve already discussed for now.

It’s not that Keyword Spy is too powerful or complicated for you. It’s that the volume of data you

receive here can be overwhelming and really isn’t necessary for anyone focused solely on basic

keyword research. In the future, as your sites start making more money and you develop a long

term strategy for SEO, you may also be interested in using this tool, but for now, I want to point out

that it can be a bit overwhelming for newbies and non-PPC research.

What Keyword Spy Does

With that out of the way, let’s dive right into what Keyword Spy does and why it is such a powerful

tool for those researching their PPC keyword lists.

Essentially, Keyword Spy provides analysis of your competitors for specific keywords, ads, and

markets in the search engines. You can type in a keyword and view the exact advertisers using

that term, and then view the specific terms and the cost per click that each advertiser is bidding

on. This allows you to see what works, what doesn’t work, and how to adjust your own campaign

accordingly.

You can also see how long they’ve been running their ads – which is a very valuable piece of

information to help determine if the ad is successful. Instead of spending your own money to start

and stop a campaign, you can check which terms your competitors have abandoned and what

their return on investment was.

Keyword Spy is not free. It requires a monthly membership and there are two versions of the tool –

Research and Tracking. Each one provides slightly different toolsets for analysing your data, but I

recommend that if you are going to pay for the service, you may as well pay for both of them

together.

For many marketers, especially with a handful of sites, you likely only need a month or so to check

out the software, so signup for a single month up front to see what you get out of it. If it turns out

that Keyword Spy pays for itself with results, you can always renew your membership at the end of

the month.

Additionally, there is a free trial version of the tool, though the results are limited and the scope is

far smaller, you can at least get a feel for how Keyword Spy operates.

Toolbar Installation

After signing up for Keyword Spy, you can download and install the browser toolbar:

The browser toolbar will provide you with a variety of data about the search results on the screen

at any given time. For example, if you visit Google.com and search for something simple like “cat

training”, you’ll see the following:

Toolbar Installation

As you can see, on the right side of the screen, there are the normal Google AdWords ad units.

These ads, however, now have an option to “view keywords” placed below each ad. By clicking

on this button, you can go to the Keyword Spy and analyse the keywords being used by that

advertiser.

Another cool trick with the Keyword Spy toolbar is that you can easily switch between versions of

Google. As you can see, my version of Google above was for New Zealand, however, I can now

switch it to show UK or US results with a click of the button:

This is incredibly useful if you’re researching viability and costs in different markets. Once you’ve

chosen to view the keywords for that particular user, a lot of options will open up for you in the

Keyword Spy interface, back on their homepage.

There are options to view their PPC keywords, the Organic Keywords they list for, their actual ad

variations, and their competitors in the niche.

The most important pieces of information for me, when researching PPC keywords is how long

they’ve been advertising and how much they pay per click. You can also see on the left side their

return on investment for each keyword. Yes, some of those keywords cost upwards of $17 for a

click, but the ROI is well over 200%, making those keywords highly profitable for the right bidder.

I do want to point out it will almost never say that an ad appears 100% of the time. Google will

sometimes rotate other ads into the mix, depending on the bids, or the bidder may have decided

not to show their ads on certain days of the week due to low conversions that day. But, if you see

that the ad has appeared all but 30 days in the last year and that the last time the ad was seen

was yesterday, you can bet that the ad is a successful one that they will not remove anytime soon.

Plik z chomika:

Inne pliki z tego folderu:

Inne foldery tego chomika: