“In fact, search marketing and Internet marketing, in general, can be very dangerous because there are no rules there. Don't look for a safe haven here.”
No matter how long you've been doing SEO or search advertising, one of the most significant challenges in this business is creating effective keywords that lead to clicks, sales, and high ratings.
If you or your copywriter and can't find the right keywords, then your online business won't last long. Identifying the right keywords can be a difficult and time-consuming task, but there are several ways to make it easier and not spend too much time at this stage: look for inspiration from your competitors.
Unfortunately, many business owners do not understand that competition can be one of the most important marketing resources. The most powerful competitors in your niche have probably put a lot of effort into establishing keywords in their time.
By combining tools like SpyFu or SEMRush with a proper testing budget and decent Analytics setup, you can find competitors ‘ keywords and the traffic that goes with them.
So, if you're tired of failing in business, it's time to use the same tools that your opponents use against them. Below, I will describe the three steps that you will need to go through to effectively borrow keywords from your competitors.
Configure Google Analytics
To effectively borrow keywords from your competitor and apply them to your ad campaigns, you need to set up the right Analytics. Setting up conversion tracking using AdWords and Bing is simple but requires a lot of time and effort.
You need to understand how different keywords lead to their corresponding actions, such as submitting forms, chat requests, app downloads, purchases, and so on. Configure Analytics for all your clicks — through this, you can ensure that vital data is accumulated.
While spying on your competitor's keywords sounds awesome, you need a solid understanding of the meaning behind each phrase to properly optimize and change them.
Conduct competitive research
Conducting in-depth keyword research is probably one of the most important tactics in search advertising. With the right tools, you can find out exactly what keywords you need. In this case, you will be helped by tools such as SpyFu and SEMRush.
Using these types of systems, you just need to enter the names of competitors, and the tool will show a list of keywords that they use in their texts. It is at this stage that you need to determine which words are suitable for your business.
The problem is that most advertisers offer far more keywords than they should. This leads to the fact that the research becomes inaccurate and if you use all the words suggested by competitors, you will only waste your energy and lose all the advantages.
To effectively determine which keywords are profitable and which ones should not be used by either you or your competitors, you need to conduct a little testing.
Identify the correct words
Here we will determine which keywords you should ignore, and which ones will bring positive results to your competitors. To select them successfully, you need to run a test. If you are working on a decent budget, you should invest about 20% in researching and testing new combinations of ads and keywords. If you are a relative novice in paid search advertising, you should work with a larger budget than a Pro, because most likely you make mistakes or have to perform additional testing to get modest results about which keywords led to traffic to your site.
Using the keywords that you have identified, start creating ads with these keywords and run them for about three months. You need to set up Analytics tracking correctly, then this time interval will be enough to provide you with all the data about which words and phrases are successful and which are not.
After running the test for the appropriate amount of time, go to your account and review the data by selecting the title on the Keywords tab and filter out results that have scored less than one click.
Conversions: This report will show all the keywords that you are using that didn't have click-throughs in the last three months. You can also see how much money you lost on these keywords by checking the “Cost” column.
This data cannot be considered as lost money. You just paid for training on unprofitable keywords. Almost all of us go through this trial and error stage.
To determine which keywords produced the results that you bid on, filter out the keywords by selecting “conversions> 1”. Here you will find keywords that generated more than one click-through over a three-month period. Those keywords that you have seen here are the most successful ones, and they are what you have done all this research for.
Now that you know what keywords you should use for targeting, don't rush to optimize your bids, landing pages, ads, images, and other elements of a successful advertising campaign. Carefully examine the information to see what actually has an obvious positive effect, because minor details can affect the outcome of the entire case.
So, borrowing keywords from your competitors is not something complicated or unethical. All you need to do is set up your Analytics correctly, use a powerful competitive analysis tool, and be prepared to invest a decent amount of your advertising budget in testing. It will take a little time, effort, and patience to finalize the materials so that you can compete with your competitors in the number of clicks that will bring profit to your business.