5 replies to this topic

[ChuckFinley]

We dropped our PPC bids from 1-3 positions to 4-8 positions and Conversions went way up and Cost Per Click went way down. CTR went way down though too. We need to make up that difference.

We're looking to improve ROI because we think we aren't really making much money in the 1-3 spots. So, as we see it, the answer is to uncover new market segments to advertise to -- people that could use our products but haven't seen our ads because they don't use the keywords we advertise on.

What's the best way to discover the keywords that a new market segment will use. For example, what if we would like Canadians to purchase our products and we know that they would be interested. How do I figure out what keywords they would use? Or maybe it would be that we currently market to residential but would like to capture commercial. Or maybe we're looking for people that like Nike tennis shoes because we know they would be inclined to buy some of our products -- you get the idea.

I wouldn't use Google Analytics because I'm looking for people that have never been to my site because I don't get impressions on the keywords they use because I'm not purchasing the keywords that they use.

One idea is to brainstorm some keywords then run a Test Campaign in AdWords for PPC using broad match and see who shows up.

Any other ideas?

[Jill]

Have you tried the Adwords keyword research tools?

[hullo0]

Wouldn't you just look at your existing customers and see what other interests they have? If there's anything in common maybe you could experiment with those words.

e.g. people who search for nike shoes may also be interested in socks, sporting equipment etc.

Basically just complementary goods.

[ChuckFinley]

Hi Jill,

We really need to have an idea of what seed keywords would be relevant before using the AdWords Keyword Tool or Word Tracker. Those tools will both lead you on an entirely different path depending on what you start with.

For example, in the US people go on vacation. In Canada they go on holiday.

Using the AdWords Keyword Tool and starting with "Hawaiian holiday" the top 5 results are --

pleasant hawaiian holiday
hawaiian holiday packages
pleasant hawaiian holiday packages
hawaiian holiday cards
holiday hawaiian shirts

Using the AdWords Keyword Tool and starting with "Hawaiian vacation" the top 5 results are --

hawaiian vacation resorts
hawaiian vacation packages
hawaiian vacation package
hawaiian vacation deals
hawaiian vacation package deals

2 very different results just by knowing one word that is different between segments.

In California they have "elevators", out East they are called a "lift", etc.

You say to-may-to, I say toe-mah-toe.

I really need a way to identify seed keywords by market segment. We'll hire out surveys to identify them, but it's expensive.

I'm looking for an online tool that will automate the process.

???

[Jill]

I doubt there's a tool for that. It's where you need old-fashioned market research and brainstorming. Consider doing surveys of your target market as a start.

[ChuckFinley]

Thanks Jill. I believe you're correct. Advertising starts with knowing your market.

People do come up with ingenius ideas, though. You never know until you ask.