23 – Keywords For Traffic

Written by Alex Harris

conversion rate optimization mastermind podcast


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Alex HarrisAlex

Hello masterminders. Welcome to the conversion rate optimization mastermind. We talk all about anything related web analytics and making more money in the website and driving more traffic to your website. In this case, adwords and with conversion optimization we’re trying to figure out the right keywords that are driving the most sales and conversion. And since we had this mastermind group, I’ve actually learned so much from Frank here from flexleads.com. Frank, tell us a little bit about how you find the keywords that are driving the most sales traffic and leads.

Frank

Well you have to be able to measure what’s actually happening in your campaigns and fortunately with adwords and bing, you were able to do that. You wanna setup conversion tracking through the adwords interface and also through Bing. It’ll help you determine the actual search phrases that results in conversions. That’s if you actually have like a Thank you page afterwards because that’s for the java script code fires from so if someone fills out a form, a conversion tracking would take charge of that. But if those leads come by phone, you wanna go integrate analytics your call tracking service and make sure that analytics is also integrated with adwords. This will show you the keywords that are driving conversions so it will show you the actual search terms and it will show your keyword of group which will give you a lot of data. And then there’s report and adwords that you wanna check out. It’s called the search engine with the keyword. You’re gonna wanna look through that report that will give you the actual searches form conversions that I was talking about. And also shows you the actual search bills and shows you the terms that you wanna make negative keywords so there’ll be search phrases in there that you just don’t want your ads to go for. Just for example if your client is Dr. Bob and your competitor is Dr. Joe, if you’re on a local level, you probably wanna make the word Joe the competitor name and negative keyword because ads gonna keep keyword searching for Dr. Joe or just trying to remember when their payment was, remember its phone number so that would be a negative keyword so someone searches for Dr. Joe your ad won’t show up so that’s also a good use for that search term report and find what it is. Your ads won’t show relevance, search queries and you don’t spend money for irrelevant of any clicks.

Alex

Yeah I know. I’m putting together my conversion plans. This is one of the main aspects coz’ we wanna know what people are actually typing in to Google before they arrive at your page. And this helps us build out different personas. If someone’s look in to lose weight, they could be looking to lose weight for an event like a wedding or they could be looking to lose weight for a marathon. That’s same query but 2 totally different kinds of people. So we wanna try to figure out what those long tail keywords searches are. And then we use that to build out our different persona models. This is the ideal person who’s gonna be in this and we wanna ensure that we’re driving them to these specific landing pages so that’s usually how we built our marketing campaigns. Have you seen the same thing in local space.

Frank SalvatoreFrank

Yeah, absolutely. It definitely helps with that to see the search phrases and that’s one advantage of adwords over organic search is that with adwords, you get to see queries and send Google no longer provides search queries from our organic search phrases to analytics so you get to see the actual search phrases as they’re coming in so it’s very helpful.

Alex

I know anything this report by the keyword by search term match type and you go right into that and the adwords account. You organize it by conversions or conversion rate. If you’re tracking revenue you can track revenue and that’s what you figure out the places to optimize. Why spend time optimizing on keywords that aren’t making any money for you. If you find the keywords that are working, you just double down on those.

Frank

Yeah, all the data right there you really need to take advantage of it because your competitors probably are.

Alex

Absolutely. And the same thing, you wanna scale this. You could now take the same keywords and then use those in your Facebook ads. If you want to know which keywords people are typing in Google and Bing, you then take those keywords and use them in your Facebook ads, that’s the language that people are looking for. Looking for weight loss plans before a wedding or looking for weight loss plans for a marathon. Because people are searching for that. All you now do is use the same exact keywords to type in marketing in your other ads.

Frank

That’s so true. You need to take those keywords and use them everywhere it makes sense. Other ad platforms and within adwords and your ad creative and on your landing pages you really want to keep the message going across the entire advertising experience.

Alex

Yeah. The data is right there for you to use and make improvements. All you got to do is go into the haystack and find that needle and just triple down on that one needle.

Frank

Absolutely

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