When setting up a PPC campaign, most people will approach the process by just jumping straight in and trying to guess and test their way until they get it right. A lot of the initial pain can be averted by spending some time up front analyzing how the website is currently performing before your move forward with introducing PPC.
In this post we’ll walk you through some early keyword research you can do, with nothing more than Google Analytics (or really almost any web analytics).
This pre-campaign research will enable you to:
The start of any Adwords campaign is going to revolve around building a proper keyword list. There are plenty of tools out there that will help you do this (including Google’s AdWords Keyword Tool), but the first move you should make is to review the keywords that are already driving traffic to the site.
Keywords <free> and <case studies> should be added into the list of negative keywords
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