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How to Find New Keywords for Your Campaigns Building keyword coverage is a crucial element to a successful paid search strategy and key to paid search growth and optimisation. While there are a number of ways to perfect keyword generation, we’ve picked a few of the best ones to share—breaking down how they work in order to increase your ROI.

Google Keyword Tool

The Google Keyword Tool is a great resource that can be found in the reporting section of your AdWords account and is useful for generating keywords in a few different ways. First, the Keyword Tool is helpful for finding keyword variations, misspellings and pluralisations that you may forget to include with your initial efforts.

Secondly, the Keyword Tool is able to crawl websites for keyword ideas. By entering your website URL in the tool, you’ll see exactly what Google’s Bot thinks your website is all about. Those keywords that Google finds relevant for your site are likely to create good initial quality scores.

ChannelAdvisor’s Keyword Term GeneratorChannelAdvisor’s Keyword Term Generator is another great way to find new keywords and variations to add to your account. This tool takes data from each of your e-commerce channels and lists all keywords currently not in the account and have previously converted. Accessing and using these relevant terms is a great way to take advantage of the other channels in optimising your paid search campaigns.

Search Query Report Google also offers a Search Query Report that can be found on the Keywords tab in AdWords under See Search Terms that provides invaluable information about every search term that led to a click of your ad. For example, while the keyword “Nike trainers” on broad match is converting well, you may find that the term “Nike trainers” isn’t actually what is converting at all, but rather similar terms that Google is matching to your keyword such as “Nike running gear” or “Women’s running shoes.”

To best utilise the Search Query Report, export it from Google and filter for keywords that have received a conversion. Look for any keywords that were matched to a broad match keyword and start from there. Search queries that have led to multiple conversions are particularly valuable because it demonstrates the conversions were not a fluke.

There’s no better place to look for keywords than on your website itself. Regularly review the products and services offered on the site and verify coverage within the AdWords account. It can be difficult to predict AdWords success until you’ve tested some keywords, so give products a chance to prove themselves.

Additionally, a product feed can be a great place to mine for new product and category level keywords. By downloading the product feed into a spreadsheet, you’ll have instant access to hundreds of keywords to upload into AdWords.

ChannelAdvisor’s Broad Match Analyser

ChannelAdvisor offers a similar tool in its “Broad Match Analyser.” Both the “Search Query Report” and the “Broad Match Analyser” are strategies to learn from actual search queries to find valuable keywords for the account. The “Broad Match Analyser” shows actual search queries that users converted on that were matched to a broad match keyword in the account. Like with the “Keyword Term Generator,” it only shows converting keywords so you know they’re all relevant. It shows which keyword it was matched to, making it easy to see how your keywords are being matched and to help find a location for the new keywords.

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