New Keyword Ideas continued
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About a month ago my colleague Philip Pollock wrote a post about how you can utilise online tools to improve your keyword lists. I thought I’d expand on that a little this month, by introducing the offline resources that every good PPC manager should make use of.
Having worked client-side previously, I found that it’s easy to become an expert in the products / services that you are marketing on a day-to-day basis. The difficulty comes when you move to an agency where you are managing multiple clients, all with different products / services you are unfamiliar with.
Obviously research is key, and familiarising yourself with your client websites is a must, as is speaking to the client in order to absorb their industry knowledge and experience. Even after doing all this it could well be the case that you don’t have a real understanding of how a particular customer goes about researching or buying a given product. So, how can we overcome this?
Well, the answer is simple really, look at all the people who aren’t involved in marketing you interact with on a daily basis, whether they’re family, friends or work colleagues, see if you think any of them fit into your target audience and, if they do, let the questioning commence. For example, if you had to create an AdWords campaign for an organic cosmetics company, it’s fair to say that as a 20-something male you’re not going to have had much interaction in this realm before. The perfect person to approach in this situation may be your mother or your sister, let them see the website and ask them how they would search for a product like this.
I know it sounds simple but, the fact is, good marketing is all about observing the world around you and reacting to it. If you’re still sceptical, all I ask is that next time you get a new client, look for that relative or friend that fits the demographic and ask their opinion, you might find that you learn something that you never knew before!
Graham Wilkinson
PPC Account Manager
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