KW (Keyword) Discovery

What is this BMM Formula and how do I use it?

BMM Formula can be found in: Part 5, Video #37 (https://kallzu.zendesk.com/agent/tickets/37). It is the Broad Match Modifier formula used for KWs that have 3 or less words in the KW. See video #38 (https://kallzu.zendesk.com/agent/tickets/38) in Part 5 for a solid explanation on what different types of KWs there are and when to use them.

Should I continue increasing the bids for my main keywords until I receive more impressions and clicks?

This is what we do (across the board, all KWs over time)

What about my secondary keywords, I was thinking of just removing them because they might affect the overall relevance of my campaign?

You need to look at the KW Robot Syndrome training in coaching call #3 (https://kallzu.zendesk.com/agent/tickets/3) and Ms Jeanne's Case Study Part 3 for better KWs.

Why do we have to import 20K keywords when we know that they will have low search volume and will need to be deleted? Isn’t this a waste of time?

This is a way to get every possible combination of KW out there (We wouldn't teach it if it were a waste of time). The only waste of time is asking if what we teach is a waste of time. If you want to challenge what you're learning because you don't understand why we do things the way we do (even contrary to Google's advice in a lot of cases), then we suggest using more friendly language. Such as: "Help us understand why we need to do this" as opposed to "Isn't this a waste of time?". We do welc...

When I am using the Keyword planner tool it only gives ranges, why is that?

You aren't spending money with Google. When you don't spend money, the KW Planner only shows estimates.

Can you tell me how far down the rabbit hole do we go when it comes to keyword research. Where do we stop?

5-20k KWs to start. Then the process for new KW ideas never stops. It isn't as labor intensive as the first setup stage.

Why is my keyword not going into the Ad group?

My recommendation is to follow along step by step with the Adwords Editor training. Usually errors like this are due to missing a key step.

How do I find and delete the ads that are not assigned to a KW or Adgroup?

Two ways, Adwords platform, notifications tab should show errors they want you to fix, or use the Editor to sort Ad groups by error status upper left hand corner.

Do you advise putting the KWs in as the Company name as well, when optimizing Adgroups for KWs that drove the conversion?

I use a generic main level keyword for the company name Ex. Best Local Pest Control

How soon should I start turning off the keywords with low search volume?

All low search volume KWs are to be taken out immediately. Do not wait to take them out as it will affect your campaign if you keep them in.

Adwords "conversions" don't always register I've noticed even when I get a good call that comes through that I notice via kallzu. Do you ever use clicks as converting KWs or strictly go by conversions?

Strictly by conversions. I know it is imperfect, but long term multiple conversion (AKA data) tell the true story.

You mentioned that we should look for keywords with a good number of monthly searches. What do you use as a minimum (i.e. 100 + monthly searches)?

300+ ideally but 100+ in a local area

Have you had any luck bidding on keywords like calculators where the customer(s) are trying to obtain a quote without talking to a contractor?

Some but not advised. It is the shopper mentality. They aren't at the decision making point yet either, which can prove most times to be more costly of a lead. Target higher buyer intent, further down the buying process.

What is an example of a BMM (Broad Match Modifier) KW?

It would be: +pest +control +service not: +pest +control service

Are we including all keywords with clicks into the Search Term campaign or only keywords with clicks that convert into phone calls?

Only the KWs that drive a conversion (sort by conversion column under Search Terms screen)

How to do further research and Keyword Planner change?

We have a Keyword Planner workaround. Please follow the steps below. Step 1. You need gmail account that has not been used with previous adwords account even if you did not enter a credit card. If you get error message then create a NEW gmail account. NO need to use proxies, firefox profiles, etc.. AND use your cell phone to verify. Or you can use instantnumbers.com Step 2. Log into your new gmail account. Step 3. Go to www.google.com/adwords/manager-accounts (http://www.google.com/adwords/ma...

Where do the thousands of keywords get inputed?

ALL KWs go into a campaign. 1 KW per 1 ad group. ALL ads go to one Landing Page. When you have conversions, THEN you build out pages for the converting KWs.

How do we choose keywords?

I don't study competition on KWs, I study buyer intent. High traffic "expensive" KWs have long tail KWs that you can find in search terms after running data. These long tails of the original "expensive" KWs are much cheaper and still high buyer intent. I setup one Ad Campaign for each KW source. The rule of 1 Ad group, 1 KW in one Campaign is correct. 5,000 -20,000 KWs to start. Point all KWs to a single generic page. Take converting KWs and build specific pages for each of them. Optimize using...

Why does the " " disappear when using Google Sheets?

You may remove the formatting on your Excel/Sheets. You may view tutorials on how to do this. For Google Sheets, click on "Format" option, Then "Number" and select "Plain text"

What keywords should I be adding that are not Geo-modified for a local city only campaign?

Always start with the location KW strategy. The local KW strategy is after you have your data...even for local campaigns. Run general KWs in your local area. Yes, the non location KWs are only going to show in your locations selected. Start with that.

Is it possible to get the original Google sheet that was created for BMM?

The copy under that training video is the original. Publishers are required to copy it into their Google Drive accounts and then edit it accordingly.

What's the relevance of using less than or equal to $7, only low and medium filters when you've shown brainstormed keywords?

The idea is to gather research on KWs using the KW planner. We start low on bids (it's in the training) and then increase slowly over time. Even if KWs are not at recommended bids, they will still get traffic and you will still see conversions. This is called the low hanging fruit. Then we work our way up by using the below first page bid strategy, getting all the rest of the profitable and converting KWs.

After removing 14,000 low search volume keywords, there are only 110 keywords left. Is the number too low? Do I need to work on more keywords?

You should have way more KWs that are not low search volume. Yes, a lot will be low search volume, but only having 110 KWs to start isn't near enough. Once you remove low search volume KWs, run with those, then add in new KW ideas as you go.

My KW list started off with almost 14,000, but I was only left with 1,000 after I removed the ones with a Status of "Low search volume". Is that normal or should I look to add more KW?

That's normal.

I feel like I might be missing out on some keyword opportunities. What do I do?

KW ideas are best from your data. Use Search Terms screen and call recordings to generate new KW ideas.

Should I go ahead and try location based KWs?

We don't recommend that. It isn't going to get you more volume on a local campaign. It is more narrow of a target. 270 KWs is a good start after low search volume. GO back, read the response to your KW review request and use the information. New KW ideas, urgent, high buyer intent KWs, etc. This is what drives the volume. Also consider your bids may be too low to drive high volume out of the gate. We teach you to bring things up on a slow control pace so that you can find all the low hanging fru...

How might I use the negative KWs to filter out competition for a local campaign?

You may higher a freelancer to collect the names of all the competitors for you and then upload it to your Negative KWs list. 15.6 mm competitors won't be located in the same local area (unless your clients is a national campaign). In which case here a couple of additional suggestions: 1. Use Google maps contact extractor (super easy to find, use Google search). This grabs everyone, and fast. 2. Use a + (as in BMM style) in front of certain words in your KWs to avoid more name based search te...

I'm assuming that 'Free' should be removed from the Negative KW list if we are offering Free estimates. Is that correct?

Yes, you'll want to remove it. You'll also want to add any variations of the word 'Free' that you don't want to add to the negative KWs. I find this variations list to be far greater than the few KWs I can come up with including the word "free". Which is why I don't use it (at least to start). I do however use free in my ad copy (free estimates, free quotes, etc.) ANd no, negative KWs does not apply to your ad copy. Just your KWs

Is there a Keyword Planner Workaround?

We have a Keyword Planner workaround. Please follow the steps below. Step 1. You need gmail account that has not been used with previous adwords account even if you did not enter a credit card. If you get error message then create a NEW gmail account. NO need to use proxies, firefox profiles, etc.. AND use your cell phone to verify. Or you can use instantnumbers.com Step 2. Log into your new gmail account. Step 3. Go to www.google.com/adwords/manager-accounts. The page will tell you to sign u...

Is there a video / way on how to import KW so that they are imported and created into one Adgroup each?

This would have to be done manually or using the Adwords Editor. Adwords Editor training is on video #61 (https://kallzu.zendesk.com/agent/tickets/61) (Part 8). For manual loading, see Part 7.

A section of the Spreadsheet has "++" before the KW, how do I correct this?

"++" is from spaces (think spacebar). You have to use the formula posted in text in the training area, if using merge words. There are training videos and coaching calls that cover this process extensively. I would recommend starting over and use the training I referenced.

Is it a good idea to add new KW ideas to new campaigns so that I can see trends per sub niche?

It doesn't hurt anything. To me, trends are what converts. All you have to do to track trends is look at your converting KWs (Search Terms campaign).

How do I filter the 40,000 KWs for the best 10?

1 page for all your KWs initially. You'll build out pages and subdomains for the converting KWs after your campaign is running.

How many of the suggested keyword tools are needed to run a successful campaign for Kallzu ads?

It can limit you, but not to a debilitating point. There are always KWs for you to tap into. Use the strategies we teach on the Kw ideas and search terms

Will not having Competitor KW bidding or dynamic KW insertion, limit my keyword list or any future optimization?

It can limit you, but not to a debilitating point. There are always KWs for you to tap into. Use the strategies we teach on the Kw ideas and search terms

Do we include those KW from searchers looking for specific businesses into Search Term Campaign?

That depends. If it is allowed on the offer you're running or if the local client doesn't mind fielding calls from people looking for their competition. If it isn't a problem, then you can run with those in your Search Terms.

What top 10 KWs will you format pages for?

Review the Search terms training for new KW ideas. These new KW ideas help you expand out on expensive KWs that do convert into log tail versions of those same KWs that convert. Long tail is always going to be cheaper, so that's how you lower costs while still maintaining high intent KWs.

Can you give me some advice on the lists and a strategy to find more converting KWs?

Review the Search terms training for new KW ideas. These new KW ideas help you expand out on expensive KWs that do convert into log tail versions of those same KWs that convert. Long tail is always going to be cheaper, so that's how you lower costs while still maintaining high intent KWs.

Are these KWs correctly set up?

Broad and BMM will get you pointed in the right direction. From there you go phrase and exact match on the converting KWs. This again goes back to optimization. It wouldn't hurt to take a look at your competitors' websites and see what KWs they are optimizing for.

Are all the KWs to be in Broad Match only?

Broad or BMM. Use the training and the BMM rule. If you're still having KW trouble, please check out Coaching Call #3 and Ms. Jeanne’s Case Study Part 3 for the KW Robot Syndrome training to help you with your KWs.

I saw in the video on Ad groups to have 1 KW per ad group. Is that correct? Also is there a fast way I can create 5000 Ad groups 1 per KW?

That's correct we do 1 KW per ad group to track exactly which KW gave us the search term that drove a conversion. the Adwords Editor is the fastest way to load thousands of KWs and ad groups at one time.

What is best way to proceed since I certainly want to use Cities within the KWs/Ads?

We recommend using location based settings, not location based KWs. Even so if you were to load all of those KWs, not all of them would have enough search volume. We delete all low search volume KWs immediately (once loaded into the campaign). Load all of your locations in the locations section, and use your KWs; 20k per campaign

How do I import KWs so that they are imported and created into one Adgroup each?

This would have to be done manually or using the Adwords Editor. Adwords Editor traiinng is on video #61 (https://kallzu.zendesk.com/agent/tickets/61) (Part 8). For manual loading, see Part 7.

At what stage or after how many days do we add the Location based KWs as well?

It is not recommended to start with both types of KWs. Location based KWs are only used once you have things REALLY dialed in. It will produce a little extra volume for you, but if not targeted, could cost you tons of money before it's dialed in

What is the easiest way to eliminate duplicates when you have various groups of KWs like UuberSuggest, SEMRrush etc?

The script to assist with this is available in Gorik's Template found in training (Part 5 Video 38.2)

Can you give me advice on a strategy to find more converting KWs?

Review the Search terms training for new KW ideas. These new KW ideas help you expand out on expensive KWs that do convert into log tail versions of those same KWs that convert. Long tail is always going to be cheaper, so that's how you lower costs while still maintaining high intent KWs.

Should I target Keyphrases and use Radius Targeting or include the Location in the Keyphrase?

When you go local, yes, radius works. I prefer to go by city and county levels. location base KWs are the very last thing you add to your campaigns when you go local. Watch training on location based KWs to understand this more.

After I remove the keywords they stay as "removed". Is that normal?

After removal, you need to refresh your Adwords window. If it doesn't go away, you'll need to contact Adwords Support to find out what the error is. It is not normal for your Adwords account to do this

How far should I go with KW Research?

5000-20,000 KWs to start. Then the process for new KW ideas never stops. It isn't as labor intensive as the first setup stage.

Gorik's Template says that I only have View access, what do I do?

You have to make a copy of this sheet in order to edit it. The copy will then be located on your Google Drive.

WhatAdsWork doesn't work. Do you have an alternative for searching Pay-Per-Call Ads?

There is a note on the side of the WAW video labeled "Important". It states to use the Chrome Extension Tool that can be found in Part 8.

Should we choose KWs that are low and medium competition with low cost and then add them to an Adwords Campaign?

I don't study competition on KWs, I study buyer intent. High traffic "expensive" KWs have long tail KWs that you can find in search terms after running data. These long tails of the original "expensive" KWs are much cheaper and still high buyer intent. I setup one Ad campaign for each KW source. The rule of 1 Ad group, 1 KW is correct. 5,000 -20,000 KWs to start is correct. Point all KWs to a single generic page. Take converting KWs and build specific pages for each of them. Optimize using s...

Where does UberSuggest get their information for KWs?

UberSuggest gets their information for keywords from Google suggest (the drop down suggestions in google when typing a search in).

You mentioned that we should look for KWs with a good number of monthly searches. What do you use as a minimum (i.e. 100 + monthly searches)?

300+ ideally but 100+ in a local area

Do you recommend bidding on KWs like cheap, sale, discount etc...?

I recommend bidding on KWs that show problems and urgency, not price shoppers.

Have you had any luck bidding on KWs like Calculators where the customer(s) are trying to obtain a quote without talking to a contractor?

Some but not advised. It is the shopper mentality. They aren't at the decision making point yet either, which can prove most times to be more costly o f a lead. Target higher buyer intent, further down the buying process.

The person is looking for drywall ceiling repair and is not necessarily related to water damage. There are several similar cases to this. Is this expected? And what should I do in this case?

This could happen. Check your search terms to see what people are typing in and to reveal their intent and also to find new KW ideas. This is a process in adding negative KWs to separate the intent. It will take some time and you'll need to make good use of negative KWs as well as targeting higher buyer intent KWs in your new KW ideas that you add to your campaign

I only get a "view only" view of Gorik's template. What do I do?

Once you're accepted (which you should be by now), you make a copy of it in your google drive and then you can download/use the copy. It comes populated with other KWs as an example to get you started.

What's the strategy for adding new KWs?

The strategy is to put together as many KWs a possible that are high buyer intent and then see what converts. Then narrow in and optimize on the winning KWs.

What video/s can I watch for help with KWs?

Coaching Call #3 (https://kallzu.zendesk.com/agent/tickets/3), covers KW Robot Syndrome. This will help you greatly in your KW discovery.

Is there a way to bulk change KWs with 3 words and below KWs to BMM?

Not in Adwords. In a spreadsheet or Google Sheets before you load them into Adwords, yes. Check Part 3 #29 (https://kallzu.zendesk.com/agent/tickets/29) & Part 5 #38.2

Why shouldn't we use Location based KWs?

Locations are easy to change. location based KWs are not as easy. We recommend using locations settings. Location based KWs are a last resort even in a local campaign.

Would you be kind enough to provide a seed list of KWs to start the Campaign with?

We don't provide seed lists of KWs. We review KW lists, not provide them.

Are we only doing 10-15 keywords with appropriate landing pages or are we looking for 1000's of KWs to throw into our campaign?

I was demonstrating what that option looked like. Not advising you to start with it (as it states in the training). Use location settings, not location based KWs. You need 5,000-20,000 KWs to start, all pointing to one landing page, As you get converting KWs (that produce calls), you build out pages for each of those KWs and continue the optimization process (Part 7).

After removing the Low Search Volume KWs, I am now left with 675 KWs in the campaign. This seems really low. Is this possible?

This is possible and what we teach. Run with those KWs.

I uploaded the Broad Match KWs. Should I be adding the Phrase and Exact Match as well?

Phrase and Exact are used only for converting KWs in your Search Terms campaign.

Are we supposed to load up to 5,000 KWs into the Planner or research up to that many and then start pulling out the action KWs to put into the Planner?

5-20k KWs is what is loaded into your campaign, not the planner and we let google do the filtering for us based on low search volume (and then removal of low search volume). All in the training.

The vast majority of the KWs are Low Search Volume and those are removed. What do I do?

You need to use KW ideas and optimization strategies. It will different for each area and need to be done for each area. New KW ideas from Search Terms screen and listening to your call recordings to come up with additional KW ideas. DFY Optmyzr will also help your campaigns with new KW ideas. DFY Optmyzr is now live (link at the bottom of Part 8).

How to I ensure I do not remove new KWs that have not had time to get impressions?

You do this first before you add new KWs in (as part of your optimization process).

What do you suggest for the KW Lists?

Your KWs only need to be Broad OR BMM (1 version based on rule below). Using the rule found in Part 5, Video #38 (https://kallzu.zendesk.com/agent/tickets/38) and on: Broad Match (BM) = 4 or more words in your keyword Broad Match Modifier (BMM) = 3 or less words in your keyword You also need 5,000-20,000 KWs. Please check out Coaching Call #3 (https://kallzu.zendesk.com/agent/tickets/3) and Ms. Jeanne’s Case Study Part 3 for the KW Robot Syndrome training to help you with your KWs.

When running an affiliate offer, do you include company when setting up Campaign?

I do, I just give the title something with a good relevant KW in it. "Best Pest Control" as an example.

For intent driven KWs in Adword KW discovery, would targeting "do it yourself" terms that are targeting people at the very beginning of the process be an idea?

DIY and How To KWs are not high buyer intent. It's been tested.

The pre/root/post format you recommend gives 400k combinations. Is that way too much to start with?

Too many KWs. Focus in on high buyer intent KWs.

Is there a way to bulk change KWs with 3 and below KWs to BMM?

Not in Adwords. In a spreadsheet or Google Sheets before you load them into Adwords, yes. Check Part 3 #29 (https://kallzu.zendesk.com/agent/tickets/29) & Part 5 #38.2

May I put the "+" in front of only certain key words in a KW Phrase?

You can do this, just be aware you won't get all the other matches like you would under BM. BMM is a little more narrow of a search. This can be beneficial, and hinder you from getting new KW ideas from your Search Terms as you go along. This is why Adwords has negative KWs. Use them.

Is there a way to bulk change KWs with 3 and below KWs to BMM?

Not in Adwords. In a spreadsheet or Google Sheets before you load them into Adwords, yes. Check Part 3 #29 (https://kallzu.zendesk.com/agent/tickets/29) & Part 5 #38.2

Is there a way to bulk change KWs with 3 and below KWs to BMM?

You can do this, it's just a lot of extra work that isn't necessary. We teach to build out on KWs that have "Proven" themselves. Why waste time on KWs that will never convert or cost too much anyway? We work with the winning KWs only

Couldn't I start off with Exact, Phrase and Broad all in the beginning in each Ad Group?

You can do this, it's just a lot of extra work that isn't necessary. We teach to build out on KWs that have "Proven" themselves. Why waste time on KWs that will never convert or cost too much anyway? We work with the winning KWs only

Is it possible to get the original Google sheet that was created for BMM?

The copy under that training video is the original. Clients are required to copy it into their Google Drive accounts and then edit it accordingly.

What's the relevance of using less than or equal to $7, only low and medium filters when you've shown brainstormed KWs to gather 5,000-20,000 KW combination?

The idea is to gather research on KWs using the KW planner. We start low on bids (it's in the training) and then increase slowly over time. Even if KWs are not at recommended bids, they will still get traffic and you will still see conversions. This is called the low hanging fruit. Then we work our way up by using the below first page bid strategy, getting all the rest of the profitable and converting KWs.

I thought to hire a Yellow Pages scraper and list all the Business Names related to my root KWs in order to put them into a giant Negative KW list. Would you do something else instead?

These can actually be profitable because in searching for their website, individuals might be directed to your site and give you clicks. You would need to run ad copy that clearly lets them know it isn't the business they searched for, but a different one. If you cannot do this (affiliate offer restrictions), then you should be able to use the Search Terms screen just fine. Keep an eye on it and add negatives as they come through.

Is it more important to start with at least 10-15 KWs in the Dd Group?

We recommend that you start with 5000-20,000 KWs. Please check out Coaching Call #3 (https://kallzu.zendesk.com/agent/tickets/3) and Ms. Jeanne’s Case Study Part 3 for the KW Robot Syndrome training to help you with your KWs.

Where do I find the KW Robot Syndrome training in Coaching Call #3 and Ms Jeanne's Case Study Part 3 for better KWs?

KW Robot Syndrome is located in coaching call #3 (https://kallzu.zendesk.com/agent/tickets/3) in Part 10 con the navigation menu at the left hand side and at the top of the page. Ms. Jeanne's case study part 3 is located in Part 9, same navigation menu on left and at the top of the page.

I am trying to discover what companies should go in the Negative KWs. What do you suggest?

You may higher a freelancer to collect the names of all the competitors for you and then upload it to your Negative KWs list. Competitors won't be located in the same local area (unless your clients is a national campaign). In which case here a couple of additional suggestions: - Use Google maps contact extractor (super easy to find, use Google search). This grabs everyone, and fast. - Use a + (as in BMM style) in front of certain words in your KWs to avoid more name based search te...

Where do I find training on KW Discovery?

All the necessary training information can be found here: http://kallzu.biz/membership-home/module-10-adwords-ppcall-affiliate-getting-started/. For KW Research, view specifically Part 5 Adwords PPCall Keyword Discovery

How to add keywords to existing campaigg in Adwords Editor

The most efficient way to do new KWs to an existing campaign in editor is this: Go to make multiple changes with campaign selected (only). add in only two columns: Ad groups and KWs. From there, upload the new additions. Then select campaign, go to ad groups, then select all the ad groups that have no ads. This can be done by sorting the list based on error status (error is no ad in ad group yet). Selected ad groups, then make ads for the ad groups.

Google recommends to remove redundant keywords. Keep or remove?

Remove if you have enough click volume or see a lot of clutter with keywords with no clicks/activity after 1-2 months. Keep them if there are no causing any harm (or you are still looking for more volume).