This probably isn’t an SEO keyword research substitute for something like Keyword Discovery, but I can see this as a great helping tool for building PPC campaigns. Tomorrow, I’m starting a new PPC campaign for a client who provides billing solutions for law firms and other professional services and can see this playing a decent roll.
I want to break potential possibilities into a few categories; search volume, match type, and specifically, negative keywords. Measuring this with analytics is key as well.
First, the search volume. Before this, the search volume didn’t have a number and just had a green bar level like you see with the “advertiser competition” tab. It’s too early to tell how accurate these numbers are, and there has already been online discussions regarding this, but my gut feeling says that it’s pretty accurate. In more detail, I can see this as a good tool to determine how much I want to bid for longer-tail terms.
Next, the match type options you see in the upper right corner of the above image. You can view the search volumes by broad, phrase, exact, and negative match categories. I always like to use as many “exact match” phrases as possible, and can see the search volume totals playing a decent role in this. A longer-tail example of this may be “legal billing services”. Not many are searching for this, but there doesn’t seem to be any “exact match” competition for this either.
I’ve always been big on “negative keywords”. You don’t want people viewing your PPC ad if someone types in the word “free” or any other word that wouldn’t convert to your campaign. Whenever I do PPC campaigns, I try to regularly add negative keywords monthly. Now you can view the search volume data by negative keywords as well. Looking at the image below, I can already see some initial negative match opportunities.
Finally, analytics. Whether you use Google Analytics or a more rubust paid solution, you can see how users are coming to your site from your PPC campaigns. Measuring this is key, but if you’re a search marketer you already know this.