Constructing an Impactful Keyword Catalog for a Thematic PPC Campaign

Build your keyword empire from scratch

Semco Keyword Magic Tool simplifies keyword research by organizing initial ideas into thematic groups. With a single seed keyword like 'Easter,' diverse keyword variations are generated, enhancing semantic relevance.

Public holidays and special occasions present prime opportunities for launching advertising campaigns and driving relevant traffic to your website. With Easter on the horizon and supermarket aisles brimming with chocolate eggs, we’re here to share valuable insights on crafting a potent keyword list for a thematic PPC campaign. While SEO efforts take time to yield results, PPC offers a swift avenue to capture additional traffic, especially during lulls in other marketing opportunities.

In this comprehensive guide, we’ll navigate through essential stages of keyword research, leveraging Semrush tools. Imagine you’re a supermarket gearing up for an Easter PPC campaign. We’ll explore four key topics to shape your keyword strategy: products, gifts, celebrations, recipes, and brands.

Build your keyword empire from scratch

Keyword research commences by compiling an initial set of keyword ideas, effortlessly facilitated by the Semrush Keyword Magic Tool, boasting a convenient keyword grouping feature. With just ONE seed keyword, an entire keyword universe can be constructed.

Our seed keyword, ‘Easter,’ is inputted, and our target country database selected.

The tool furnishes keywords semantically linked to the initial search, organized into topic groups. These groups comprise the search query supplemented by keyword modifiers, generating variations without altering the core meaning.

For our Easter campaign, we’ve identified the following thematic groups for further research:

  1. Products: egg, cake, chocolate
  2. Gifts and decorations: hat, bonnet, basket, bunny, games
  3. Recipes: dinner, recipe, dessert
  4. Brands: egg, chocolate

OPTIONAL: Advanced filters can refine results. For instance, we applied filters for a minimum search volume of 100 and a maximum word count of 6. Additionally, we excluded terms like ‘opening hours’, ‘when’, ‘why’, ‘who’, ‘sunday’, ‘weekend’, ‘2015’, ‘2016’, ‘2017’ from our search.

We examined each group of interest and selected the best keywords, adding them to the Keyword Analyzer. This tool serves as a keyword repository, providing real-time metrics such as search volume, difficulty, CPC, and top competitors for each keyword.

We’re proceeding to export all keywords from the Keyword Analyzer to the PPC Keyword Tool. Consider this process akin to a refinery plant where your findings are processed and refined into more actionable ‘products’.

If you haven’t already set up a project with Semrush, the tool will guide you through the process. Simply follow the instructions to create your first project, provide it with a title, and proceed with the PPC Keyword Tool.

Add related keywords

You can broaden your keyword list by incorporating keywords from other Semrush keyword research services, such as the ‘Related Phrase’ report.

Here’s a helpful tip: To maintain the integrity of your imported keyword list from the Keyword Magic Tool, it’s wise to create a separate group (label it ‘Related Keywords’) to avoid cluttering it with numerous unrelated keywords.

Click the ‘+ Keywords’ button located in the top right corner of the page. Select ‘Semrush’ as the source. Enter your seed keyword, choose the target country, specify the number of keywords you wish to import, and then click ‘Add’.

You’ll notice that your ‘Related Keywords’ list has been enriched with synonyms like ‘bank holidays’, ‘good friday’, acronyms, abbreviations, and various forms of singular and plural nouns. However, this list requires refinement. The optimal approach is to manually select relevant keywords and transfer them to your main ‘clean’ group using the ‘Actions’ button.

Note: Avoid deleting misspellings like ‘easter effs’. These can be valuable for a PPC specialist, as they often have lower CPC and can generate relevant traffic. Just ensure to utilize ‘Exact Match’ for these keywords.

Borrow competitors’ keywords

To gather keywords from your competitors, begin by establishing a distinct group labeled ‘Competitors’. Click the ‘+ Keywords’ button, then select ‘Domain report (paid)’. Enter your competitor’s domain, your seed keyword, and determine the number of keywords you’re comfortable borrowing.

Now, scroll through the newly formed list to review your competitor’s paid keywords. Select the most promising ones and transfer them to your main group for further consideration.

Refine your keyword list

There are numerous methods to narrow down your expansive keyword list. Employ these straightforward strategies to swiftly reduce the size of your keyword inventory.

Use filters

For instance, you can set filter parameters to:

  • Exclude keywords containing your competitor’s brand mentions (if applicable)
  • Omit keywords containing dates or years (if applicable)
  • Filter out keywords with low search volume, high CPC, excessive word count, etc.
  • Exclude irrelevant keywords (e.g., ‘holidays’, ‘date’, ‘boys’, etc.)

In essence, apply logic when configuring filters to streamline your keyword list effectively.

Note: In the future, consider replacing a year in a keyword (e.g., ‘easter ideas 2015’) with the current year instead of removing it.

When identifying irrelevant words for exclusion, ensure to mark them as ‘Negatives.’ This prevents your ads from appearing for irrelevant keyword phrases. To do so, navigate to the ‘Negatives’ tab and opt to add them manually.

‘Clean’ the keywords

Another straightforward method to optimize your keywords is by removing unnecessary articles, prepositions, or any other unwanted modifiers from your list. Click the ‘Actions’ button and choose ‘Clean keywords’.

Set your cleaning parameter

Remove duplicates

Presumably, there are numerous duplicates in our list due to the utilization of multiple channels for compiling keywords. To address this, simply click on ‘Remove duplicates’ and delete selected duplicates in one click.

Get rid of cross-negatives

Suppose you have keywords like ‘egg chocolate’ and ‘milk chocolate egg.’ Utilizing broad or modified broad match types can lead Google to diversify ‘egg chocolate’ with other relevant keywords like ‘milk,’ resulting in similar ads competing against each other for the same search term (‘egg milk chocolate’).

To mitigate this, you’d typically add ‘milk’ as a negative keyword to the ‘egg chocolate’ group and vice versa. However, manually identifying these terms in a large keyword list is arduous.

The PPC Keyword Tool offers a unique feature that eliminates cross-negatives, preventing conflicts between your AdWords campaigns. However, this requires some initial setup, such as dividing your keyword list into campaigns. For example, we created four campaigns: ‘Products,’ ‘Gifts & Decorations,’ ‘Recipes,’ and ‘Brands.’

Using the filter bar, we located all keywords containing ‘recipe’ and transferred them to the ‘Recipes’ campaign by selecting the ‘Action’ button and choosing the ‘Move to group’ option.

Now, let’s proceed with removing cross-negatives across all your campaigns.

At Sem.co, we advocate for maintaining one keyword per group, a practice we strongly recommend to everyone. The PPC Keyword Tool facilitates this process with a single click using the “1 kw = 1 gr” option.

Click on the ‘Cross-group negatives’ button, then select all four campaigns. The tool will promptly display all negative keywords found in your campaigns.

Before exporting your keyword lists, it’s crucial to set your preferred phrase match option, which largely depends on your objectives.

  • If you aim to prevent your ads from appearing for irrelevant keywords, opt for the ‘Modified broad’ option.
  • If you prefer to allocate your budget meticulously and target specific keyword combinations, select the ‘Exact match’ option.

You can apply the match type either to the entire group or to specific keywords within the group, depending on your campaign requirements.

Make use of recommendations

When managing a large number of keywords, it’s common to encounter empty groups, special symbols, and other minor issues that can impact your campaign’s performance. Utilize the ‘Recommendations’ feature to perform a final review of your lists and ensure you haven’t overlooked anything.

Once your keyword list is finalized, you can export everything to a CSV file, which can then be uploaded to AdWords Editor.

In the end, you’ll have just over 100 keywords, all neatly organized, 100 percent relevant, with excellent search volumes, sorted into four campaigns, and ready to be utilized!

This approach is applicable to any thematic PPC campaign, not just Easter. So when the next special occasion arises, and you’re short on time to sow your SEO seeds, simply define your campaign topics, target audience, and budget, and let the tools handle the rest for you.