This document provides guidance on selecting keywords for marketing campaigns. It emphasizes starting with keyword research to identify the phrases your target audience uses. Keywords should be grouped into themes to inform website navigation, ads, and landing pages. Both broad and exact match keywords can be used in pay-per-click campaigns, while search engine optimization requires a long-term focus on relevant, optimized content and internal linking. Testing and monitoring are important to ensure keywords and pages are effective at generating traffic and sales.

1. DMSSO – OCT 2017
HOW TO SELECT THE BEST
KEYPHRASES FOR YOUR
MARKETING CAMPAIGNS

2. WHO AM I?
Started Adido in 2003
Digital marketing speaker and cynic
The future is fascinating
I like to swim
@andy_head / @adido
ANDY HEADINGTON

3. Where are you now?
- Where does it rank?
- When did you last update content?
- Does it reflect where you are as a business?
- Does it get found by your target audience?
DOES IT MAKE YOU PROFIT?
HANDS UP TIME

4. Who are you?
- Introduce yourself to the others on your
table
Tell them about your company, what
products / services you sell, who you sell
them to (important for later...) and your #1
problem you face with your website
Please keep to 45 seconds per person
TIME TO TALK

5. Making digital work
1. Relevant website traffic (and lots of it!)
2. To be able to generate leads / online
payments
3. To maximise the results from your efforts
BACK TO BASICS

6. BACK TO BASICS
Channel Spend
Avg.
CPC
Clicks
Quote
Conv.
Rate
Quotes
Cost
per
Quote
Quote
to Sale
New
Custom
ers
Cost per
Custom
er
Avg.
Spend
per
month
AOV
Total
Revenue
ROI
PPC £80,000 £7.50 10,667 25% 2,667 £30.00 50% 1,333 £60.00 £13,333 £160 £133,333 67%
Remarketing £1,000 £0.50 2,000 15% 300 £3.33 25% 75 £13.33 £166 £160 £11,000 1000%
Display £3,500 £1.00 3,500 5% 175 £20.00 25% 44 £80.00 £1,166 £160 £3,500 0%
Facebook Ads £4,000 £2.00 2,000 10% 200 £20.00 25% 50 £80.00 £666 £160 £4,000 0%
YouTube
£88,500 1,502 £58.92 £151,833 72%

10. https://techcrunch.com/2017/06/27/facebook-2-billion-users/

11. https://techcrunch.com/2017/06/27/facebook-2-billion-users/https://www.statista.com/statistics/280269/market-share-held-by-search-engines-in-the-united-kingdom/

12. 2,300,000
QUERIES PER SECOND
15-20% ARE COMPLETELY NEW!
https://expandedramblings.com/index.php/by-the-numbers-a-gigantic-list-of-google-stats-and-facts/#.Wd6GnFtSyik

13. 2017
https://moz.com/blog/google-organic-clicks-shifting-to-paid

14. SEO PPC

16. At least 80% of you said
you don’t click on PPC
ads!

17. But we know that you
you do because...

18. https://techcrunch.com/2017/06/27/facebook-2-billion-users/

19. https://techcrunch.com/2017/06/27/facebook-2-billion-users/

21. https://moz.com/blog/google-organic-clicks-shifting-to-paid

22. https://moz.com/blog/google-organic-clicks-shifting-to-paid

23. https://moz.com/blog/google-organic-clicks-shifting-to-paid

24. https://searchengineland.com/googles-mobile-first-index-likely-not-coming-2018-earliest-277074

25. https://search.google.com/test/mobile-friendly?id=kAYZA0xrTO6mSeBT02gFOg

26. GETTING STARTED

27. • Instant traffic
• Clear reporting & accountability
• Adjustable at any point
• Target multiple devices
• Target relevant websites
PAY PER CLICK (PPC)

28. • 2 – 10x more traffic than PPC on same phrases
• Do NOT pay for clicks! *
• More ‘trusted’ by web searchers
• Can be massively profitable IF you can stay #1
Long term strategy – normally best results occur when outsourced
SEARCH ENGINE OPTIMISATION (SEO)

29. • SEO should be part of your long term strategy, don’t rely on PPC!
• Most companies should keep an element of PPC running to target low traffic phrases
• Your online promotion provider should be good at both these tasks, otherwise you may have to use
two companies…

30. • Keyword research is vital for success
• Many research tools available, use them!
• Are your target market looking for your products?
• If you miss this step, you’ll waste a lot of time AND money!
OK, HOW DO WE START?

37. • Write your own lists of positive & negative keywords / phrases
• Remember what everyone else does & write down the phrases you would type in to find
them
• Fold over your sheet & pass it to the person on your left
• Write three phrases that you would type in to find this person
(30 seconds each)
• Carry on passing until you are finished
KEYWORD RESEARCH EXERCISE

38. • There is a lot of variety in what people think!
• You need to set up lots of different variants to try and capture all of your potential users
• It is important to put your key phrases into themed groups so that adverts can be made
which are relevant to the phrases typed in
KEYWORD RESEARCH EXERCISE

39. • Assos clothing
• Assos cycle clothing
• Assos ladies clothes
• Assos bike accessories
• Assos junior shorts
• Assos bike shorts
• Assos chamois cream
• Assos ladies shorts
KEYWORD RESEARCH PLANNING
Cycle clothing
Assos cycle clothing
Junior clothing
Assos junior shorts
Accessories
Chamois cream
Bike accessories
Ladies
clothing
Assos ladies
clothing
Assos ladies
shorts
General clothing
Assos clothing

40. • Divide your key phrases into themed groups
• This is important for your website navigation, search engines, improving conversion rate
and successful PPC/SEO campaigns
• Make sure you consider variations (stemming)
KEYWORD RESEARCH PLANNING

43. • Once you’ve put your keywords into relevant groups think about what you will show your
searchers
• There are two vital things to think about;
• Ad text
• Landing page
KEYWORD RESEARCH PLANNING

44. • To set up broad match, simply enter the phrase in your campaign
• e.g. assos clothing
• + lots of traffic - not very targeted, weakest ROI
• Phrases matches are entered using speech marks
• e.g. “assos clothing”
• + more relevant, better ROI - less traffic
• To use exact matches, set up the phrase with square brackets
• e.g. [assos clothing]
• + best match, best ROI - handfuls of traffic, needs more effort & variants
KEYWORD RESEARCH PLANNING

45. KEYWORD RESEARCH PLANNING
Here we can see some words which we
don’t want to advertise on…
- Holiday(s)
- Kefalonia (and miss-pellings)
- Accommodation
- Greece
- Hostel
And many, many more
Also think about brand... Do you want to
target - ‘cheap’, ‘free’ & other similar
words?...

47. • Don’t assume your web designer has done all of these! 
• Carry out some of your own tests for speed etc
• Cross link internal pages
• How does the page render on mobile?

49. • Should have done this for PPC!
• Carry through your PPC results for maximum effect
• Ensure target phrases are used in content
• Title tags! Make use of them!

50. • Very hard to do successfully but very important
• Check your competitors for places to get links from
• Make sure you use your target phrases in your links

51. META descriptions
- Used in search engine results pages – 120 characters for mobile, 155 desktop
- Good way to ‘hook’ users into your website
TITLE tags
- Most important thing to change – 55 characters on desktop
- Good titles, help rankings. DO IT!
META keywords
- What a lot of people believe SEO is
- No/small value for SEO – don’t waste your time

52. Journey > mobile > mobile > desktop
What is your predominant device / audience
Ga or google ad planner

55. • Without website traffic your online business will fail
• Use PPC for instant, relevant traffic
• SEO is a long term tactic but can pay real dividends
• These two tactics will be good enough for most websites
• Don’t believe the hype of social media (unless you fit)
SUMMARY

56. EXPLORE. CAPTIVATE.CREATE.
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