3.5 : Develop keyword plan for a campaign
Channel: Joint Masters In Digital & Social Media Marketing
Date: 2018-08-05

http://mastersindigitalmarketing.org

Dr. Aleksej Heinze, Associate Professor at KEDGE Business School (France), Visiting Lecturer, Salford Business School, UK
Once you’ve identified that you will have a specific campaign that will have a specific objective and specific target audience or specific interactions with the buyer persona, you have to think about what are the most appropriate keywords that you will be using.
With this in mind, you will going through the same process of trying to identify the most relevant questions that individuals will be facing at that decision point. So, for example, if it is a new product launch, the questions will be surrounding what the product is, what the features of that particular product are compared to some of the competitors.
 
Whereas if it is a sales-related campaign where, for example, you have a particular period or for example Ramadan is an approach and you are trying to target Muslim customers in that area, you are then trying to integrate those particular keywords in your campaign as well.
So these keywords that will be grouped into a campaign will also help you to develop a theme for the communications and messages that you have. So it is great for you to try and think about audio, videos, images, and written text that will be supporting those particular keywords.
A campaign should have a range of keywords on a particular theme, released through different media on different platforms at different times
So if you are developing a campaign, bear in mind that one particular keyword is not enough, a group and a theme of keywords will be associated with the activities that you have, and those should be all integrated in different content areas that you have as well.
Colin Telford, Managing Partner, The Candidate Ltd, UK
We use keyword plans within our different projects to make sure that we are focusing the actual content that we produce on those different keywords so that we can maximize the response from the actual search engines themselves once the actual campaign is live, but we don’t specifically write and gage and gear content specifically or purely for those differentkeywords that exist because otherwise it becomes unreadable and it doesn’t become a good user experience for the reader and itn’t natural in any way.
Keyword plans are important but when it comes to content the human reader takes priority
So, although we do keep in back of our minds the keyword results and the different search volumes that exist, we don’t let it dictate the content that we put together for our site, we keep it as user-friendly, as readable, informative, interesting, and topical as we possibly can.
Alex Charalambidis, Digital Marketing Strategist, MONKS, Greece
We like to plan within a year so especially for content it’s really important to know what are the name days or day offs and special events.
Everything is based on content, so grouping similar keywords and themes in different ad groups is the only way, not only to actually reach the consumer, but it helps you to understand how it works and create a better reporting system.
Keyword plans help to group terms based on products or services
For example, we have in this shop I told before, with gardening tools we have potteries, handmade, and we have let’s say gardening tools for outdoor activities. So grouping in different themes based on your products, then going to the keyword tool trying to find search queries and, after that, again examining if you have all of this content to your landing page. So Google is starting with relevance, trying to find if the query someone is looking for is in your ad, and after that, again, it’s in the content of your landing page which usually it’s the site.