👉 With right keyword research, you can maximize Reach
💪 With right keywords flow, you can maximize the Impact

It’s always equally important to organize your keywords into campaigns as much as it is to find them.

➡️ At a high level, it involves 4 stages:

Stage 1 - Keywords research
At this stage, we consider there's no data but initial judgment on keyword relevancy and the likelihood of their performance.

Stage 2 - Testing and Harvesting
2.a - Testing the initial list of KWs that are deemed relevant but not sure of the conversion, with Exact match
2.b - Harvesting
There could be various different ways shoppers could express their needs, not 100% captured in KW research.
The harvesting KWs are a mix of different key terms, targeted using broad & phrase match.

Stage 3 - Analysis
Looking at KWs performance

Stage 4 - Categorize KWs based on performance analysis

KWs with enough data can be moved into the following macro lists:

High relevance and high conversion

▪️ These are the specific & long-tail keywords with high conversion
▪️ Worth ranking for with high spend, for ranking
▪️ Must set up single KW campaigns, with placement adjustments and using exact match
▪️ Also worthwhile including in the listing search terms and content for organic push

High relevance and low conversion

▪️ Specific & long-tail keywords but with low conversion
▪️ Could still be worth ranking for with moderate spend allocation and bidding
▪️ Important to analyse why listing is not converting for these and look to make changes
▪️ Worthwhile including in the search terms and listing content
▪️ Single KW campaigns with placement adjustments
▪️ Exact match targeting

General KWs and Less relevant or somewhat related KWs

▪️ It's worthwhile setting up separate campaigns with less competitive bids. They usually have a higher search volume, and help get additional traffic & sales.
▪️ Separate campaign help control bids & budgets.
▪️ Recommended to create single KW campaigns.
▪️ For big list, splitting into small groups of 10-15 KWs is still effective; grouped based on relevancy and conversion.
▪️ These are also useful for setting up upper funnel strategies like awareness campaigns.

Not relevant KWs

▪️ These are usually bleeding keywords incurring wasted spend.
▪️ Mainly an exclusion list; negative KWs.
❕ except for some KWs you're still getting sales on. Those can be moved into the less relevant lists but excluded from other campaigns.

👉 The Flow

✔️ Continuous KW research & testing
✔️ Regular analysis of harvesting campaigns and adding those new KWs into the respective lists
✔️ Moving low data keywords to testing and then to the appropriate list
✔️ Moving irrelevant and not converting KWs into separate campaigns with low bid and excluding from all other broad and phrase campaigns.