SpyFu Demo 3 – Finding Strong PPC Keywords

It’s easy to find high ranking PPC keywords in your niche, by using SpyFu.  You just have to know where to look!

Welcome to a six part series of the most universally useful things you can do in SpyFu. These videos are hosted by our inhouse demo-guy, Jeff.  Over the last several years Jeff has been talking to all of you, listening to your questions, and gaining practical insights on how people actually use SpyFu.  With your feedback he’s come up with six quick and highly effective uses of SpyFu, and how people like you can get the most out of the data.

 

Video Transcript:

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Hi, this is Patrick
from SpyFu.com.

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This is the third video in
the six-part series covering

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the most universally
effective uses of SpyFu.

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Welcome back, Jeff.

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What are you showing
us this time?

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So this time, I’d
like to show you

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a couple of the basic
functions that you

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can accomplish with SpyFu
on the PPC side of things.

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SpyFu, being a competitive
intelligence platform,

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is going to need us to find a
good, solid competitor that we

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can take PPC data from.

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So I’m going to go take a
look at lendingtree.com.

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So lendingtree.com is an
absolutely huge website

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with a large amount
of data available.

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They’ve got 195,000
organic keywords

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that we’ve seen them
on over the last year.

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Since we’re looking at the paid
side of Lending Tree today,

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I’m going to just head
over here to PPC research.

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I’m going to start
on the Overview page.

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Now there’s about
two main tasks you

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can accomplish with SpyFu for
pretty much any PPC campaign.

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The first one is
keyword selection–

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finding the right keyword
terms to go after based off

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of competitive activity.

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The second one is finding
high-quality competitor ad

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content for you to keep in mind
when constructing your own ads.

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So we would go
under PPC keywords.

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This will give us access to
all 195,000 keyword terms

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that Lending Tree has been
seen on over the last year.

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The idea behind
picking a website

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as large as Lending
Tree is that there

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is a lot of data available.

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If I was a small local
credit union or mortgage

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lender, something
of that nature,

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if I looked at another small
mortgage lender down the way,

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they’re not necessarily going
to know much more than I do.

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They’re not going
to have a wider

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selection of keyword terms.

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They aren’t going
to have teams making

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their campaign and their
ad copies and making sure

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that it all converts well.

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So by looking at large,
successful competitors,

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not only do I give
myself more options,

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I also set myself up
for success by looking

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at the best and the brightest.

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So going on Lending Tree, let’s
consider reverse mortgages.

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So I’m going to type
in the filter reverse.

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This gives me a list of
all the keyword terms

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that I have seen Lending
Tree advertise on that

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has the phrase reverse in it.

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The ad timeline is what
I want to pay attention

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to here– number one as far
as keyword selection goes.

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The ad timeline is 12 bars, one
bar representing each month out

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of the last year.

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The taller the bars, the
higher the ad position.

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The more bars you see, the
more frequently that website

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has been seen on that
particular keyword term.

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Now, SpyFu doesn’t
have perfect coverage.

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We’re only searching once
a month, every month.

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And during that
search, if we don’t

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happen to land inside the
date parting, the geotargeting

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that the advertisers set up,
then we’ll miss their ad.

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There’s also a limited number
of ad positions that we search.

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So individual gaps in the
ad timeline of one, two,

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three months are not
necessarily a big deal.

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They just symbolize that we
didn’t happen to see them

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in that particular month.

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I don’t consider
home reverse mortgage

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here with several gaps in
it or all reverse mortgage

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here to be any worse than best
reverse mortgage companies,

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which has traffic all 12 months.

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So first step, find a website
that has a good consistent ad

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campaign to monitor.

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Find keyword terms that they
use consistently, and then out

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of those terms,
you might also want

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to consider the raw number
of monthly searches.

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This indicates what
people are looking for.

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The more people searching,
the more chances

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they have to click on your ad.

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Now lots of searches
by itself doesn’t

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make a good keyword term.

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You still have to consider
conversion rates and then

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things of that nature.

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But if your ad campaign
is set up at least as good

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as a competitor’s that you’re
taking keyword data from,

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it should convert at
roughly the same rate.

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So first step,
keyword selection.

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Look at the ad timeline, look
at the number of searches,

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pick out the ones you like best.