In addition to its insightful research available on millions of keywords and domains, SpyFu also makes weekly tracking available. This approach brings big value to your campaign that adds up to more than simply following your rankings.
Consider these added benefits to tracking your keywords regularly:
PPC keywords: How sure are you that your ad shows up when it’s supposed to?
AdWords is straightforward in its promise. You bid on a keyword, and when someone searches for it, your ad appears. All is good, and the world goes ’round. But sometimes your ad simply doesn’t show up. It’s not just confusing—it costs you profits.
That’s why tracking your PPC keywords is so much more important than just knowing your ad positions.
“OK, “you say, “how is it that I’m losing money when I don’t show up on a PPC ad? I pay only when someone clicks.” True, you haven’t dipped into your AdWords budget, but you might have missed a valuable customer who never saw your ad in the first place. You saved the $1.60 on the click, but you lost out on $30 from the sale. Here’s how to spot it.
Pay attention to your ad’s Impression Share
Blips in your ad coverage can happen, but how often? And is one keyword in your campaign more vulnerable than others? These are the next-level details you need to be on top of when move into more advanced AdWords campaign management. It’s important, but that doesn’t mean it has to be difficult. Two steps to watch ad visibility in your PPC campaigns:
- Save your paid keywords inside a MySpyFu project. (Setting it up is almost automatic)
- Watch the results to see your ad visibility through impression share.
We made ad visibility a central part of AdWords Weekly Tracking. For every keyword, we include a history chart of impression share that helps you see how often your ad has appeared compared to how often is should have appeared. Maybe 95% impression share is fantastic, but 60% tells you to look further into your ad settings.
We aren’t always positive “why” Google or Bing skip an ad, but we can make sure these big misses never blindside you. By tracking your PPC keywords each week, you put SpyFu on constant watch to catch where you are missing out on profitable clicks when your ad gets skipped. That alerts you to the opportunity to adjust your quality score, your max bid, or even caps on your daily budget.
Similarly, we have included Impression Share on the keyword group level. When you save your keywords in MySpyFu as a group (leather jacket, leather motorcycle jackets for women, and leather jackets for women in your “leather jackets” group, for example,) we will show you a roll-up of how often the keywords in that group show up as their supposed to. You can stay on top of coverage by category before you drill into individual terms.
In fact, since you can customize these groups as you’d like inside of MySpyFu, you could mirror your ad groups from AdWords to have us keep an eye on ad groups each week.
SEO keywords: Know where you stand, and prioritize your actions.
Those groups work very well for SEO, too. When you set up groups for us to track, you can combine your keywords into organized lists by category or a related theme. How you do it is up to you, and you can even double-dip a keyword into multiple groups it that works for you.
Here’s an idea. Choose a product line or single out keywords that you just started targeting this last month. That way you can track their growth independent of comparisons to your power hitters that have been in development for a while.
Does that segmenting sound familiar? (The Recon Files Keyword Ranking Report allows for deep focus each month on your site’s performance, based entirely on targeted keywords.)
But back to action…
While rankings are important to track so that you can measure growth (and any drops), we think that turning those rankings into actionable plans would be more productive.
Here’s an example.
In this “France” group for a study abroad program, we can quickly spot the direction of its rank changes, without losing site of the fact that 6 of those keywords dropped in ranks. If I’m looking for next steps, I’m going to zero in on these falling terms–knowing their place in this group–to see if I can apply some tactical relief. Since these keywords are grouped together, odds are good that some of the same content is responsible for their slippage. That’s where I can start my work.
Once you know where you stand, it’s tie to prioritize what gets your attention.
Build upon your up-trending growth. Improve your rankings where they are likely to leap onto the first page of results. Momentum means that your are doing things well, and your fresh content is considered authoritative. You know you’ve got that going for you. Promote your content so that it gains traction. Reach out to others to get a link to that page. A great example is watching for broken links or outdated examples in someone’s article. That kind of update could be very welcome.
Catch what’s slipping. If you lose ground to a competitor, it gives emboldens them to build up their content as they improve their ranks. In short, they’ll be fighting for the same partners and audience that you are. Take a new angle to review your on-page factors and run an audit to catch any broken or old links. Small details could make a big difference.
Staying on top of tracking is easy to start and keeps you in control when it seems like control is a far-off option.