Bing Ads has recently launched Bid Landscape, a tool similar to Google AdWords’ bid simulator. Advertisers can now see an estimate of the cost per click with a variety of different bids. The what-if analysis for the bids are available in the online interface at both the adgroup and keyword level.
The launch of Bid Landscape is just another indicator that both Google and Yahoo clearly recognize the importance of choosing the correct optimization strategy when it comes to keyword optimization. Besides the bid simulator and bid landscape tool, here are five ways to optimize keywords in Google AdWords and Bing.
#1 Begin with a Highly Targeted List of Seed Keywords
The keywords any keyword research is based on for a given campaign are so-called seed keywords. They are often too general to advertise with but are the best start to find highly targeted keywords for a profitable campaign setup.
The bigger the amount of potential seed keywords is at the beginning of your keyword research, the more keywords you will be able to retrieve for your campaigns.
#2 Discover Related Keywords
Related keywords are terms that are not exactly your target but that could be an interesting source of additional and relevant traffic.. For instance, related keywords for “watches” would include “timepieces” and ‘used watches’; related keywords for ‘dresses’ would include “evening gowns” or “tea-length gowns”.
This is particularly helpful when you have 100% impression share for current keywords and need new opportunities to test and get extra sales with.
#3 Group Keywords Based on Your Web Content Structure
Create a group of keywords and group them based on pages and sub-pages of your website. This will maximize the relevancy of your ads and benefit the quality score.
For instance, you can group keywords containing the term shoes into sport shoes, evening shoes, boots, or choose even more targeted topics such as white sport shoes, black sport shoes etc., depending on what customers can sort by on your website (e.g. colors or style).
#4 Discover Long Tail Keywords
Chances are you have more keyword match types than just exact match. If that is the case, your keywords trigger ads based on related searches and are an ideal opportunity to retrieve new long tail keywords. Run search term reports as you collect traffic and find new long tail keywords to use.
Not only does this enable you to add new and potentially already converting keywords but they also typically have lower competition and significant potential to generate a good amount of additional sales.
#5 Categorize Keywords With Shopping Funnels
Analyze your website regarding purchase behavior and determine the differens shopping funnels customers go through when buying from you. Then grab a spreadsheet with your downloaded keywords and put assign each keyword a shopping funnel. This way, you will be able to adjust bids based on how close the customer is to taking a purchasing decision.
For instance, you could bid less on keywords that don’t convert right away and bid more on keywords that lead to conversions instantly.