Keyword Research for Paid Search

Chapter 3 of Paid Search Set Up

In order to identify and select keyphrases that are relevant to the brand, extensive keyphrase research is required. This chapter looks at the approaches, tools and steps involved in this process.

By Econsultancy

19 minute read

Keyphrase research is the process of assessing current keyword coverage in paid search campaigns, identifying areas for improvement, adding new keyphrases to ad groups and ensuring targeting is relevant. It should be approached in in a structured way. This chapter discusses how to do this, and the tools and processes that can help. It covers:

Research process: What steps should be taken to approach keyphrase research in a structured, methodical way?
The keyphrase repository: How can developing a keyphrase repository aid performance review and enable better categorisation?
Analysis tools: Which tools are recommended for keyphrase identification, and what are their benefits?