Golden Rules Fit a product to a market dont fit a market to
product Decide if it is a hobby or you want to make money from it
Find out how you are going to make money first
Slide 3
Keyword Research Steps Research Phase Search Google Related
searches Trends Google products Forums News
Slide 4
In Action Choose a topic for this training we will use dog
training
Slide 5
Go through table of contents
Slide 6
Make sure to have a pen and paper handy, because youll be
uncovering hundreds of great keywords youve never thought of for
your topic. Write every new keyword or keyword theme downthere
could be hundreds of them. Also, sometimes this triggers a new
niche marketing idea in your mind as well, and its a great way to
brainstorm for new marketing angles to test. Get it all down on
paper. Look at both the Amazon Concordance and Amazon Key Phrases
if they are available for the book (newer titles).
Slide 7
Amazon For example, just taking two words from the Concordance
of this book, dog & jumping, you can easily dig up great
keywords to add during the research phase
Slide 8
Google Adwords
Slide 9
Im no dog expert Someone who is searching with stop dog jumping
could be a pretty good candidate for a dog training course. This
will separate you from the Average Joe who just starts one keyword
tool and simply types in dog training and assumes he has discovered
all the keywords...
Slide 10
Amazon trick 2 Make sure to include a very broad, related word
in the Title field. (For this example, I used, dog). Then sort
results by Bestselling. Heres an example of what youll find:
Slide 11
Best Sellers w, pay close attention to the Title of the
Bestseller. Its often the case that there are great keywords in the
title (big money is spent on performing title tests for these book
publishers) and also the Title itself is often a highly searched
keyword term if the book was a real hit!
Slide 12
Using Book Title In Google And you can dig up even more
keywords by taking individual words and phrases from the
Bestselling Titles and placing them into any good keyword tool on
the next slide
Slide 13
Google Adword Perfect Dog Almost every time I do this little
exercise during the research phase stage of the system, I come up
with pages of potentially HOT new keywords and related niche
markets that I hadn't begun to think of on my own. (And then I test
them for profitability during the ANALYZE stage!)
Slide 14
Get More Keywords Use these simple steps with 5-10 books and
you'll be blown away by all the new keywords and niche ideas you
end up discovering. It's quite an amazing little gem. Almost nobody
teaches this. So now you've got another edge over your lazy
competitors. You got just a taste at what a real keyword research
battle plan looks like, in contrast to the crazy guess-and-gamble
shell game that most people are tricked into playing.
Slide 15
Profit Fundamentals Profits are more important than search
volume, competition, or any other keyword metric, then you have a
clearly defined goal to work From now on, our only concern is
keyword profits. Its a now just a simple math problem: Which
keywords have a positive ROI? You cannot just GUESS, with any level
of certainty or accuracy, which keywords are sure to have a
positive ROI. Sure, over time, you will get better at spotting some
of the duds. But there are always big surprises too. A keyword you
may have assumed was a total dud, ends up being a virtual gold mine
for your product or service. So, how do we find this out?
Slide 16
How Batman? Test, Test, Test Then Test Some More Keywords Okay.
So we test keywords FIRST, before we do anything else (SEO,
Articles, Media Buys, etc.)
Slide 17
Is that it? Most companies fall short - the biggest mistake is
relying on just one method or just one keyword research tool when
they are gathering their initial keywords. But even the most
advanced keyword research tools work best when you supply them with
good seed keywords and topicswhich you will come up with in the
research phase stage. And the minute you start to understand this
and really do this, youll Leave Your Competitors In The Dust Let me
tell you right now, up front, that what I'm about to share with you
has the ability to turn your product or service into the market
leader. Since almost no company does this step correctly, they
literally fly blind when its time to setup their site and ads to
target the best keywordsand they fall flat on their face 9 times
out of 10. Because they didnt gather ALL the keywords, they couldnt
see them to test them and discover the hundreds of profitable
keywords. And they missed them.
Slide 18
Record What You Do Every time you sit down to work on any
portion of the Keyword Research System, you should log the Date,
Action/Source, Action Results, and the Total Time Spent (active
time). This information is going to be a running log file of your
keyword research, and it becomes very important in the ADJUST stage
of the system. Dont worry about how you will use this information
yetjust make sure to add it each time you perform your keyword
research. 2. During the RESEARCH stage, you should add keywords to
the RESEARCH tab in the spreadsheet in the order they were found
(top to bottom), making note of the Source and any Notes as
well.
Slide 19
10 Keyword Sources
Slide 20
Keyword Source #1 Your Brain Step 1: Take out a blank piece of
Paper, and write your main topic at the top of the page in the
centre. Step 2: Write down these Questions: WHO, WHAT, WHEN, WHERE,
WHY, WHICH ONE, WHAT KIND, HOW MANY, HOW MUCH, WHOSE, HOW?
Slide 21
Keyword Source #1 Example Main Topic: dog training WHO:
beginner dog training, professional dog training, trainers WHAT:
dog, puppy, pet, doggy, pup, canine WHEN: early dog training, early
puppy training, old dog new tricks WHERE: home dog training,
Petsmart dog training, indoor dog training WHY: how to stop dog
barking, stop dog chewing, dog biting problems WHICH ONE: training
old dog, how to train dog from pound, WHAT KIND: german shepherd
training, police dog, therapy dog training HOW MANY: dog > dogs,
pup > puppies, doggy > doggies, canine > canines HOW MUCH:
cheap dog training, top dog training, how long to dog train? WHOSE:
train my dog, train your dog, how to train our dog HOW: clicker dog
training, reward dog training, whisper dog training
Slide 22
Keyword Source #2 Market Related Books Index, TOC, and Titles
of market related books are some of the absolute best places to get
great topical information and specific KEY WORDS that people use to
communicate their desire. After all, your ideal customer reads the
book and then adds words to their vocabulary that later show up in
the search boxes online. Important: What people read, online and
offline, affects their vocabulary (keywords) and how they
ultimately search for things. Therefore, new key words are
CONTINUOUSLY being created, developed, learned, and used in every
market. Thats why your keyword research must be part of a system
that is continuous and dynamic.
Slide 23
Keyword Source #3 Market Related Books Analytics or server logs
related to the topic you are looking up keywords for. It could be a
blog, ecommerce site, or any articles or content that has some form
of stored data about how people arrived at your site, or how they
searched your site once they got there.
Slide 24
Keyword Source #4 Resource Books The Encyclopeadia, Dictionary,
Thesaurus, Synonym Tools, Almanac, etc. Any word that triggers an
idea or a keyword topic can be a good source to find additional
keywords. Dont worry if the individual words themselves seem too
broad. Youre going to be mixing, matching, and combining these
words to come up with the best key words. Remember, keyword tools
work best when you have lots of good, varied keywords to input for
them to drill into.
Slide 25
Keyword Source #5 Other Peoples Research Sites like
KeywordSpy.com, SEMRush.com, SpyFu, and many others will tell you
not only what keywords people are bidding on, but also how long
they have been bidding on those keywords This is one way you can
"test" with other people's money to narrow down your keyword
list.
Slide 26
Keyword Source #6 Target Audience Hang Outs These are the "big
sites" that millions of people visit each month. Think of sites
like eBay, Amazon, Wikipedia, Youtube, etc... Many of these sites
now offer search suggestion tools, tag clouds,. You can also
harvest valuable key words from the Titles of articles, just like
you did for bestsellers previously. (Ezinearticles.com, Hubpages,
Buzzle, Squidoo, etc.) Ebay Amazon Youtube Ezines Squidoo
Wikipedia
Slide 27
Keyword Source #6 Target Audience Hang Outs Related Topic Hubs
are sites that have a lot of traffic specifically from your target
audience Some ideas would be Forums, Authoritative Blogs, Social
Sites, etc... You will often find tag clouds for search terms that
are frequently used on the site and these can be great for finding
key words. Once you click on the links, click on the Search link in
the forum and look at the bottom for the Search
Slide 28
Crowd Demographics Step 1: Go to Google.com and type in your
keyword forum
Slide 29
Crowd Demographics Step 1: Go to Google.com and type in your
keyword forum Go to Compete.com Step 3: Click Compare and wait for
the results. Step 4: Grab the URL of the site with the highest
volume of traffic. Step 5: Head over to the Google Ad Planner and
place in the URL. Step 6: Copy down the URLs in the Sites Also
Visited section. Step 7: Login to the Google Ad Planner and setup
the Search by Audience feature
Slide 30
Slide 31
Crowd Demographics Step 8: Write down the URLs of the Related
Topic Hubs and visit them to get even more keywords related to your
market. Step 9: (Optional) If the page doesnt have an tag cloud or
an easy way to see a list of key words, head over to
www.TagCrowd.com and create a custom tag cloud of the pages you are
interested in. www.TagCrowd.com
Slide 32
This simple little process brought back 311 great key words to
dive into further, from one of the highest dog training topic hubs
online today.
Slide 33
http://soovle.com/
Slide 34
http://www.wordle.net/
Slide 35
Slide 36
ROI Right now, you are most concerned with finding out how most
of the buyers "talk". And its all about choices. We cant possibly
expect to succeed if we dont AIM for the right target first. Most
marketers just grab a handful of keywords from a single source,
fire off some articles or setup a blog, and then wonder why the
process fails miserably and they never see a ROI. Thats the
cart-before-the-horse approach. And it doesnt work well.
Slide 37
Step 1 Your Customer Grab a piece of paper and a pencil. Then,
write out your ideal customer profile. This only takes a couple of
minutes, but has a big effect on the AIM process. Spend a minute
thinking about WHO will be most interested in your product or
service. Be as detailed as possible, because we'll be using all
this info later. Gender, Age, Needs, Desires, Education,
Etc...
Slide 38
Step 1 Your Customer Search Google Top 5 URLs for DT Go to
Quantcast.com
Slide 39
Dear Dolly Doctor Of course, your Ideal Customer Profile could
be much longer (more detailed and specific), especially if you
already have a knowledge or existing data about your past
customers.
Slide 40
Step 2: Negative Keyword Dog The Bounty Hunter look through
your keyword list Make a negative keywords list Make sure you DO
NOT delete them. Just Cut and Paste them into another text file you
can call "Negative Keywords". Always be building a list of negative
keywords at all times, remember both positive and negative choices
are important.
Slide 41
Step 3: Be The Customer Easy For Method Actors Be the Customer
for a few minutes Look at your keyword list and ask yourself: What
am I thinking or looking for as I search with these words? Why did
I choose these words? What will my successful search results look
like? What do I expect to find? You start to understand the
underlying desire behind why each keyword might be searched
with.
Slide 42
Step 3: What is my emotional engagement as I begin this search?
how emotional is your ideal customer as they type these words?
People buy based on their emotion, and justify their purchase based
on logic
Slide 43
Yeah Baby Oooh Behave..
Slide 44
Step 4: 3 Level Engagement Colour Code Blue Very little
emotion, mostly factual or educational searches and information
Orange More emotion, desire for an answer to a personal question,
problem, or opinion Red Very emotional, extreme desire, anger,
frustration, excitement, joy, drama, need etc
Slide 45
Hot Buying Keywords And now you should have your list sorted by
colour, with Red on top, Orange in the middle, and Blue on the
bottom. Now, lets start working with the RED cell keywords. Copy
the RED keywords and paste them into the TARGET tab in the
spreadsheet (Keyword column).
Slide 46
Step 5: Target The Red Zone Take those keywords now in the AIM
tab and go get the Google Monthly Search Volume ([Exact Match]) for
each keyword. If a keyword comes back with - for a monthly search
volume, just use a value of 10 instead, you can test to get a more
accurate picture of real search volume later.
Slide 47
Step 5: Red Zone Ready
Slide 48
Step 6: Buying Cycle And You Cant Fly A Plane Biscuit Think
about where each search may fit into the buying cycle. How likely
am I (as the ideal customer) to use money to satisfy my desire at
this point?
Slide 49
Step 6:Buying Cycle 4 Stages 1st Stage: General Information 2nd
Stage: Specific Solutions / Problems 3rd Stage: Decision
Confirmation 4th Stage: Purchase Ready
Slide 50
1st Stage: General Information This stage may or may not
represent the first time they have looked for a solution. But they
have acknowledged they have a need, and are looking for some type
of solution to satisfy it. These keywords are very generic and
broad, without specifics.
Slide 51
2nd Stage: Specific Solutions / Problems At this stage, the
individual has an idea of some potential solutions to their need,
and are looking for opinions and information to help them decide
which one is right for them. These keywords are more specific and
often personal in nature and clearly defined.
Slide 52
3rd Stage: Decision Confirmation At this stage, the individual
has decided which solution would probably be best for them, but
they are looking for a confirmation of that choice, and emotional
security that they are making a smart, wise decision and will be
rewarded after the purchase.
Slide 53
4th Stage: Purchase Ready At this stage, the decision to buy
the solution has been made (the WHAT). The individual simply needs
to make time and set aside the necessary resources and time to make
the purchase (the WHERE, WHEN, and HOW). This is the final and last
stage the individual enters before becoming a new customer.
Slide 54
Slide 55
Add Buying Decision To Keywords Assign a grade from 1-4 for
each of these keywords based on where you think your ideal customer
is in the buying cycle when they typed the keyword in. Here is a
quick example for some sample keywords related to digital cameras:
digital cameras General Information - 1 Nikon digital cameras
Specific Solution - 2 Nikon D35 camera reviews Decision
Confirmation - 3 Nikon D35 coupon Purchase Ready 4
Slide 56
Buying Cycle For Dog Training Important!: Even though we are
dealing with RED (High Emotion) keywords right now, it doesnt mean
that all of them will be in the same buying cycle stage.
Individuals can have a very high emotional engagement about
something and still be in different stages of the buying
cycle!
Slide 57
Step 7: Adwords Calculation For each of the keywords lookup the
Google Adwords CPC ([Exact Match]) for positions 1-3 Multiply it by
the volume from Step 4 and then multiply that by.02.
Slide 58
Step 7: Calculate Adwords Spend For instance: [secrets to dog
training review] = 1,900 EXACT Match searches per month (GAKT)
[secrets to dog training review] = $1.26 EST. CPC 1,900 * $1.26 =
$2,394 *.02 = $47.88
Slide 59
Step 7: Calculate Adwords Spend Next, place that ECPM (Estimate
Cost Per Month) in the ECPM column for that keyword. These 7 Steps
make up the TARGETING Stage Follow these steps until you have
enough keywords with ECPM values that work within your budget.
Slide 60
Still Awake? We have keywords with high emotional engagement
(based on our Ideal Customer) We have keyword monthly search volume
(indicator of market desire) We have keywords where the search is
likely in Buying Cycle Stages 3 and 4 We have keyword Est. CPC data
for Google Adwords We have keyword ECPM, so we can see what budget
is needed to test a keyword Its now just a matter of ANALYZING the
most desirable keywords from our list, based on our budget, time,
and other needed resources.
Slide 61
I Want Money Now Stephen no Now. Keep this in mind: Generally
speaking, you need to have 100 clicks from a keyword before
determining how profitable or unprofitable a keyword is for your
product or service. Remember, the only keyword research metric that
matters is profits. Also remember that you can complete these steps
for all the other keywords we havent started working with yet.
(BLUE and ORANGE emotional engagement keywords on the list).
Slide 62
The Final Step At this point, you should now have a record of
each Date, Action/Source, Results, and Time Spent.
Slide 63
ReadyAimFire For most marketers who will take this course, a
Google Adwords or MSN Adcenter campaign will work best and be a
good place to start. Make sure youre only displaying your ads to
ideal customers!
Slide 64
Budget Bidding You should start with CPC, budget friendly
bidding, and ads that are shown in any position as quickly as
possible. Make sure you divide your total monthly budget amount by
30 days to come up with an accurate daily budget amount and rotate
evenly
Slide 65
Test Tips Only bid on EXACT Match keywords to start your test
This is probably the biggest mistake beginning marketers make when
they run their PPC tests. Remember, we are performing a keyword
test. We need clarity in our data and we dont want to introduce
noise from using either Broad or Phrase Match types. By ONLY
bidding on the Exact Match terms, we get a much clearer picture of
how a specific keyword is performing and greatly reduce our chances
of making an interpretation error when it comes time to analyse the
data!
Slide 66
My Short Dog Training Ideal Customer Profile Example
Slide 67
Ideal Customer Analysis After reading through that Ideal
Customer Profile a few times, I can make a short, bullet list for
my ad targeting: 35-55 year old female Wants to train her dog No
children, spends time outdoors, in garden, and in home and kitchen
College educated with average income Some dog behaviour issues
Wants to enjoy her dog more, by training to correct issues See how
easy that was? And now we have a good checklist to help when
writing our ads for our keywords.
Slide 68
USP Ad You can create a U.S.P. fairly easily by simply
answering these questions about your product or service: What,
When, Where, How, Why, Who
Slide 69
The Add Ideas Lets do this quickly for our hypothetical product
UNIQUE What: My Perfect Dog Companion UNIQUE When: 13 days or less
UNIQUE Where: Comfort of your own backyard UNIQUE How: The
Click-Whisper System UNIQUE Why: Fastest and cheapest way to fix
dog problems UNIQUE Who: Those who want to enjoy their dog in the
great outdoors Now, we just put those pieces together to make our
Simple Persuasion Statement aimed at our Ideal Customer:
Slide 70
The Ad Pure Genius Women who want to enjoy their dog in the
great outdoors buy My Perfect Dog Companion because it teaches The
Click-Whisper System: the fastest and cheapest way to fix dog
problems in 13 days or less, from the comfort of your own
backyard.
