For every online business, it is important to know its keywords. Keywords are nothing but the search terms people use in order to locate your business in SERP. Needless to say, if you’re running search ads, it is imperative that you target the right set of keywords for the ads to appear to potential customers. To determine your campaign’s success – and that you employed the right keywords – measure their performance on frequent intervals. LXRMarketplace’s Keyword Performance Analyzer Tool helps business owners ascertain the performances of their target keywords in PPC (Pay per Click) campaigns and then take up requisite improvements for future campaigns.
Keyword Ranking and Types of Keywords
A keyword is the determinant factor of the searcher’s intent. As an advertiser, your goal is to target high-intent keywords and ensure that your ad gets prominent placement to attract visitors’ attention. To do this, you should play around two main critical areas:
- Bid – the stronger your bid, better are your chances of improving the Ad rank
- Relevance – Your Ad copy has to have relevant target keywords. Furthermore, it should resonate with the linked landing page.
These factors are instrumental in helping you secure a better Ad Rank, which correlates to better visibility, clicks, and subsequently higher reach for your campaign.
There could be various kinds of keywords, such as:
- Brand Keywords – This is the particular business name or brand name.
- Buy Keywords – These are mainly high intent, high conversion keywords. For instance, a user interested in buying a particular variant of a car may directly type in ‘buy X model car’ or ‘model X car prices’.
- Category Keywords – The user knows about and searches for the type of product they are looking for.
- Product Keywords – The user types in the exact name of the product they are looking for.
Alternatively, you can also categorize keywords as:
- Short Head Keywords – Short phrases within one or two words, without significant intent, but high search volume competition.
- Long Tail Keywords – Long keywords, generally ranging from four to five words, which carry intent and generally have lower search volume than the Short Head Keywords. Competition varies from one keyword to another.
Understand your Keyword Performance for Successful Marketing Campaigns
Analyzing your keyword performance plays a key role when it comes to campaign management. Your analysis is dependent on a number of co-working variable metrics like impression, clicks, conversions, and revenue that each keyword generates.
To operate the tool, you would need to upload the keyword performance data file with each keyword being tagged to Campaign, Adgroup, and their corresponding variable metrics as mentioned above. Then, you get a dropdown to select the metric which you would like to refer to for viewing the performance report – it can be either basis conversions or revenue.
Based on your selection, the tool would render keyword performance data on the selected parameter. Based on the parameter selected (conversion or revenue), the tool classifies the keywords under several buckets and maps it with various metrics. Generally it classifies keywords as:
- Top revenue/conversion generating keywords
- Other revenue/conversion generating keywords
- Keywords with clicks but no revenue
- Keywords with impressions but no clicks
- And keywords with no impressions
The classification helps users understand how their keywords performed on various metrics and how to take up appropriate measures thereafter. Some recommendations are provided by the tool itself along with a visual pie chart representation.
The most important benefit for this analysis is that the tool helps you dissect keywords based on their performance and gives you actionable insights. For instance, if a group of keywords is securing impressions but no clicks, you may want to consider changing the Ad copy of the keyword or have a more direct CTA in the title. On the other hand, if the keyword isn’t gaining any impressions, you may want to consider whether those were the right keywords in terms of search volumes.
The Keyword Performance Analyzer tool is instrumental for campaign decision making. We suggest tracking the performance on a daily basis to monitor the campaign accordingly and offer better control on performances.
Rank your keyword performance to improve the reach of your marketing campaigns.
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