Tag Archive for: keyword research

Years after it introduced the ability to buy and target ads across the platform, Reddit is officially launching its first keyword research tool.

The new AI-powered tool allows you to better target the people who will see your ads and improve their performance – meaning you pay for fewer irrelevant impressions or clicks. 

Wise advertisers can also use the tool to brainstorm new ways to connect with their audience which may have been previously elusive. 

How Does It Work?

The Keyword Suggestions tool is being rolled out as a feature available in the Reddit Ads Manager – the platform’s self-service tool for creating and managing ads.

The tool uses machine learning and natural language processing to compile lists of relevant keywords and to filter out irrelevant keywords based on the original context of the keyword. 

Once done, the tool compiles these keyword options and sorts the list based on the number of monthly Reddit views each keyword has received. 

How This Differs From Other Tools

Third-party keyword research tools for Reddit have been available for some time, though all third-party tools will inevitably have gaps in the data they have to work with. Meanwhile, Reddit can theoretically use raw data to provide the most accurate keyword recommendations for users.

The tool is rolling out now for advertisers to put it to the test and see how its keyword recommendations compare and whether they can effectively drive more ad engagement.

The way we use keywords for search engine optimization (SEO) has changed quite a bit since the early days of Google. Instead of stuffing pages with obvious keyword spam, SEO success is more about delivering content that is useful and interesting for your ideal customers. One thing that hasn’t changed during all that time, however, is the importance of keyword research.

Keyword research has similarly grown and evolved throughout the years, but attentive brands will know that keyword research has consistently been a huge factor in their online success since the creation of search engines.

What Is Keyword Research?

The idea behind keyword research has always been basically the same. The practice is all about identifying the actual keywords people are using to find your website and websites like yours.

With most modern tools, you can not only identify these keywords, but also assess their overall popularity, how difficult it would be to rank for these terms, and more.

Essentially, by looking at the terms people are already using to find you (and which popular search terms you’re missing out on, you learn what your customers are really looking for to best deliver it.

With this information, you can develop strategies focused on reaching the most effective audiences for your brand.

Keyword research also lets you identify emerging opportunities, set important benchmarks for your SEO efforts, and measure the success of your optimization.

Lastly, keyword research gives you the chance to check your own assumptions using real-world data. Often, brands quickly discover their top keywords are entirely different than assumed.

How To Use Your Keywords

Once you’ve identified the most important keywords for your brand, it’s time to actually start targeting these terms.

In the dark ages of SEO, targeting keywords meant seeing how many times you could fit a word into a piece of text. Whether the rest of the content was relevant, well-written, or just a string of gibberish were secondary concerns, at best.

This meant Google would think the page was full of great information about that topic and place you high in the search results!

Google’s systems have gotten exponentially more complex over the years. These days, the search engine uses machine learning to better understand the content they index and the intent behind search terms. 

Pages can (theoretically) rank well for keywords despite not using them anywhere on their site since Google can understand how the page is relevant to the keyword topic.

Of course, it is better to still strategically place keywords you are targeting on the pages on your site and the content you share. But, the most important thing now is simply delivering the best resources for the keywords you want to rank for. 

While this may seem like it has decreased the importance of keywords, that couldn’t be farther from the truth. These days, this insight helps you spot new shifts in your industry, brainstorm the best content for your potential customers, and set the most relevant goals for your SEO efforts.

Don’t you wish there was an easy way to find out exactly what terms people are using to find your business online? That way, you could refine your keywords to take advantage of where you’re already succeeding and put more work into areas that aren’t getting found without hours and hours of research and analytics.

Well, now you can do just that without any expensive software or tracking services, with AdWords’ new ‘Searches’ card. The new card shown in your AdWords dashboard highlights the most popular words and phrases people are using to find your business in one convenient space.

With this information, you can better target your ads and search keywords or create negative keywords from search terms that aren’t relevant for your business. This way, you can be sure that people who are interested in what you offer are finding you.

The AdWords Searches card can be found on your Overview page of your account and looks like this:

The card is only available in the new AdWords system which recently rolled out for most countries.

Of course, the new AdWords card isn’t as powerful as comprehensive keyword research or analytics. However, it provides a quick glimpse into where you are doing well and where you can do more to promote your goods and services online.

Internship PosterAn online marketer’s day is often very hectic. There are so many things you have to take care of for your campaigns and sites, but then you also have to manage clients. Thankfully, if you work at a larger company, you may have the benefit of keeping interns around.

Internships are a common and popular way for college students or recent graduates to get experience in their field of choice. In some cases, these internships directly lead to full-time employment, while in others it simply gives the interns the skills and experience needed to break into their field. Many places offer paid internships, which pay less than full-time employment, but it is not uncommon for interns to work for free.

One of the best areas online marketers can utilize interns in is PPC. There are many tasks for well-rounded PPC management that are not overly difficult, but simply extraordinarily time consuming. These interns are generally highly tech-savvy and come well-experienced at creating nice Excel and Word documents, which make them perfectly suited for many of the tasks, and a good intern will be ready to learn the skills they need to manage PPC work.

Melissa Mackey pinpointed six specific PPC tasks that are a perfect fit for interns. They offer specific but varying skills which will benefit the interns in their career, while also saving you some tedious work.

1) Keyword Research

PPC absolutely relies on keywords, and every PPC professional has spent more hours than they can count undertaking keyword research. It is a critical part of the process, but it can take more time than many other tasks. Interns can help cut down a long list of keyword suggestions for the PPC manager, or you can train them to do more in depth research. Of course, you probably don’t want to let them make the final call on keywords, but you will save yourself time by getting them involved.

2) Search Query Reports

Search query reports are part and parcel of PPC and keyword research. It must be done, but it is an utter time-drain that could easily be done by an intern. Your intern should be able to identify potential positive and negative keywords, while they learn some of the basics of PPC.

3) Competitor Research

When you are researching your competitors, they are usually putting effort into their campaigns. Of course, they do research into you too, but any time you are pulled away from active efforts is potentially time spent falling behind competitors. Tools can help cut down the time you put into research, but you can also have your intern pull data from competitive tools for you. They can also run AdWords auction insights reports regularly. This means you can keep an eye on the competition without having to be pulled away from your own efforts.

4) Ad Copy Test Ideas

If you’ve been running an account for a while, you should be updating ad copy tests every month. But, after a while you can begin to run out of new ideas to test. Enter your intern with their own new ideas. Interns can come up with many ideas for ad copy that you’ve never thought of, and as Mackey says, “there are very few bad ideas when it comes to ad copy.”

5) Audits

An HTML-smart intern can be a great benefit for auditing a website. You can have them place a test order or fill out a test form, as well as checking conversion tracking codes along the way. Interns might not be able to run complete PPC account audits, however they can help with those efforts too. They can find ad groups with too many keywords, or keywords with poor quality scores.

6) Reporting

Reporting is often a PPC manager’s absolute least favorite task. Reporting can take up entire days at the beginning of the month, and that is you have good automation tools. Praise the lord interns can be taught to pull reporting data and help organize it so it flows well. PPC managers will just have to add analysis and insight.