Top Tools and Techniques for Capturing Hot Search Keywords

According to Google about 20-25% of todays searches are brand new, e.g. have never been typed in before. This is an important fact to consider when setting up your paid search campaign.

Although I would generally recommend focusing on exact match keywords; if you only use exact matches you are missing out of lot of potential as odds are you wouldn’t have tought of all possible future keyword variations that users might type in. As broad and phrase match keywords are strategically important to pick up new search queries and trends, this needs a lot of attention and management in terms of regularly:

• Conversion Test new keywords from search query report as exact matches
• Update Negative Keywords, both campaign wide and in ad group level to avoid conflicts

But how else can you pick up hot new search phrases in order to not become over reliant on broad and phrase match with the result of a lower quality campaign? There’s a heap of tools out there, and here are my top three tips:

• Internal Site Search logs / Google Analytics Site Search
  This will give you in-depth, instantly actionable insights on what people are looking for on your site
• Google Insights for Search
  The table ‘Rising Searches’ can show search queries that has got an increased number of searches in last 7 days (or less recent period). These are not necessarily brand new searches, but still a good source of such
• HitWise
  Hitwise by Experian is an incredibly powerful database (albeit very pricey) with internet traffic and keyword insights from a typically very large sample of the population. This is a brilliant tool to find new keywords, especially if you have the dashboard feature with fast moving search terms which works similarly to Google’s Rising Searches.

What are your favourite hot keyword tools tools?

Google Insights for Search: Rising Searches for the keyword "computers" for the last 7 days

You might also like:

1. Search Considerations for Synonyms and Plural Keywords
2. Top Search Tools Library and Search Marketing News
3. Google’s Supersized Search Box and Benefits of Long Tail PPC
4. Paid Search without Keywords; Death of the PPC Specialist?
5. Five Twitter Tools for Social Marketers

Tagged as: adwords, google, ppc, seo