The main question answered with an opportunity analysis on new keywords is: ‘How can I spend my money and not have it drowned out by competitors?’
If a search query involves the make of a vehicle, you can almost guarantee that ‘OEM’ and at least one other OEM-related keyword are in the search results page. This also means that local dealerships are probably bidding on those keywords too. The best keywords are keywords that are being searched for often, get conversions, and which you can place in top positions. However, to find those keywords, you have to do a little keyword digging.
One place you can start with is the tool, Ad Preview. You can preview keywords you believe will be less competitive, and it will give you a chance to see what your competitors are doing. Typically, terms in ad copy are used as keywords. So Ad Preview can give you an idea of what other keywords competitors are using, as well as confirm or disprove your hunches about potential searches.
While Ad Preview is a great tool to see what the search results will look like, you still need to figure out just how much traffic those keywords can generate. Keyword Planner can tell you the average monthly searches, and Google determines the level of competition. While you can’t use this tool to gauge the exact amount of competitors, you can use it to gauge if your money will be drowned out. The Keyword Planner has accurate enough estimations of what a cost-per-click would be so you can tell right away if you have the financial means to bid on those keywords.
As long as you utilize a combination of Ad Preview and Keyword Planner, you’ll get a reasonable understanding of potential new keywords for your account.
Want to get a deeper analysis to gain more actionable insights? Or other methods of finding new keywords? Contact the Strathcom Media team to learn more!