Keywords are single words or phrases that are used to target user search queries on search engines like Bing. When a customer’s search query matches your keyword, this triggers your ads to display. Choosing keywords is one of the most important aspects of creating and maintaining a successful pay-per-click (PPC) advertising campaign. But where to start? How do you identify the many possible keywords that describe your business? How much should you bid on those keywords to be competitive with other advertisers?
After reading this training, you will understand:
The most important tool at your disposal for building a quality keyword list is brainstorming. Who knows your business better than you? Start with what you know:
From here, shift your brainstorming to questions like these:
The end result of this brainstorming exercise should be a seed keyword list. These seed keywords will help you plug into actual tools to take your keyword research to the next level.
There are a wide variety of tools at your disposal for research and optimization of your keyword lists. One of these tools is located directly within Bing Ads. On the top menu, click Tools and then click Keyword Planner. Click Search for new keywords using a phrase, website, or category.
The seed keyword list that resulted from your brainstorming will become the starting point for your research with Keyword Planner. To start, enter one or more of the following in the boxes that appear:
You can multiply your keyword lists to find new keyword suggestions. On the top menu, click Tools and then click Keyword Planner. Click Multiply keyword lists to get new keywords. Enter keywords in List 1 and List 2.
You can enter keywords one per line or separated by commas. Click Get estimates. To get detailed estimates for your ad groups, enter the Bid and Daily budget (optional) and click Get estimates.
You'll be presented with a bid landscape for all the generated keywords. You can also change the graph's data by selecting Ad group, Keyword, Device, or Location from the tabs above the graph. After reviewing the recommended ad group and keyword suggestions, you can Add keywords or Export the suggestions.
Alternately, you can get the search volume for your multiplied keyword. Click Get search volume after entering your keywords in the list boxes. You can then view the graph's data by Search volume trends, Mobile trends, Breakdown by device, Breakdown by location, Compare to competitor domains, or Compare to market leader domains from the dropdown list above the graph.
You'll also see two tabs below: A tab for ad group suggestions and a tab for keyword suggestions. After reviewing the recommended ad group and keyword suggestions, you can click the Save to my account button on the upper right corner to directly save to your account by creating a new campaign or adding to an existing campaign.
Please note not all features may be available in your market.
Learn more about how to use the Keyword Planner tool.
Another powerful tool for working with keywords is Bing Ads Intelligence – an extension for Excel. This tool seamlessly operates in Microsoft Office Excel 2016, 2013, 2010 and 2007 and provides many features and templates for researching or expanding your keyword lists.
Learn more about Bing Ads Intelligence.
As you build your keyword list, you will find keyword variations that are a perfect match – and some that are close, but not perfect. How do you deal with those keywords that are only “close” to perfect? Match types. You control how Bing Ads matches your keyword to user search queries.
If you find there are keywords that are not relevant to your business at all, you have the option to exclude those words. Negative keywords allow you to define exceptions to when your ad will be triggered. For instance, if your ad sells shoes and you’ve specified “tennis shoes” as a keyword, you can prevent your ad from being displayed in response to a search on “tennis courts” by adding “courts” as a negative keyword.
Learn more about match types and negative keywords.
On occasion, you may upload a new keyword just to find that it has been rejected, or disapproved. Keywords that do not meet Bing Ads editorial policies are given a disapproved status. You will be alerted to any issues with your keywords in the Delivery column of your keywords list, as well as by an email notification, at which time you can either fix the issue or request an exception.
Learn more about Bing Ads policies.
The words and phrases you include in your keywords list help determine whether or not a customer will see your ad. Be sure to focus on keyword relevancy to maximize the effectiveness of your strategy. When choosing keywords, remember these points:
Thanks for reading this training on how to do keyword research and finding keywords that are relevant to your products and services. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.
Please note all features in this training may not be available in your market.