As we mentioned in the last tutorial, three primary benefits of using iSpionage include:
- Shortening the time it takes to build out new campaigns
- Starting with the most effective ads and keywords first
- Optimizing current campaigns based on what’s working well for other companies in the same industry
In this tutorial, we’re going to focus on the last point—how to optimize a campaign based on what’s working well for other companies in the same industry. You can also use the same technique to begin a campaign with the most effective keywords first.
How to Find Valuable Keyword Opportunities with iSpionage
To get started, let’s enter GoDaddy.com again as an example competitor.
When you scroll down to the top keywords, you see the following:
These are the top 10 keywords based on the keyword effectiveness index (KEI), a unique algorithm only available through iSpionage that’s based on how long a keyword has been used and whether or not it’s currently being used. Those two factors are indications about how successful a keyword is or is not and thus enables iSpionage to rank keywords based on their overall effectiveness.
Each of these top 10 keywords for GoDaddy has a KEI of 100, providing a good starting point for your keyword research. And when you click “VIEW MORE” you can see even more keywords that GoDaddy is using.
This new list shows the total number of keywords GoDaddy is bidding on—44,305 in Google and 21,906 in Bing.
Sorting the List
Since this list is so long, you can sort in one of two ways. First, you can click on one of the top menu items to sort based on the number of ads a keyword is being used for, the KEI for each keyword, cost per click (CPC), the average search volume, the average position, the number of days seen, and when the ad was first seen and last seen.
You can also sort the results with the built-in filter located on the right side of the keyword list. This let’s you sort keywords based on a KEI score higher or lower than a certain number, CPC above or below a certain amount, etc.
For the sake of our example, we’re going to sort results based on a KEI above 70, a cost per click below $5.00, and a search volume of greater than 1,000.
This narrows the results from 44,000+ to 764 keywords. Since this is a more manageable number, we’re going to export the results into Excel so we can review them further. (You can do this by clicking the “Export” link above the keywords.)
The new Excel spreadsheet we just downloaded gives us some very actionable data. We now have a list of the top 764 keywords that GoDaddy bids on that match the criteria of what we’d like to bid on. Here’s what to do with this information.
Step 1: Identify any missing keywords
The first thing to do is double check the list to see if there are any relevant and targeted keywords your competition is using that you’re not. If so, you can add those keywords to your current campaigns to take advantage of these missed opportunities.
Step 2: Find the biggest opportunities
Within Excel, sort the results based on the highest number of impressions. This reveals some of the biggest keyword opportunities for your site. Double check the list to make sure you’re bidding on all of the relevant and targeted keywords that also have a high search volume.
Step 3: Sort based on CPC
You can sort the data further by including cost per click information with the search volume criteria. First, sort your data based on cost per click, then sort by search volume. This will identify high-value keyword opportunities you may not have considered before that have both a high volume and a low CPC.
GoDaddy, for example, has several keywords that have a low cost per click and a very high search volume. These present bargain bidding opportunities if they’re relevant and targeted for your business.
Not only can you use iSpionage competitive keyword data to identify valuable keyword opportunities, but you can also use the data to find new blog post topics. In the example above, GoDaddy is bidding on the following terms with a very high search volume:
- How do you get a web address
- How do you find domain
- How do I create website
- How to create a webpage
- How can you create a website for free
All five of these keyword phrases can be turned into a blog post by someone within the same industry. Thus, not only can you bid on the keywords that your competition is bidding on, you can also write blog posts to target terms they’re bidding on with the goal of ranking organically for those same keywords.
Wrapping It Up
These three steps are the key to using competitive keyword research to identify valuable keyword opportunities for your business.
By using iSpionage, you can find out which keywords your competition is bidding, creating a shortcut for both building out new campaigns and optimizing current ones. Once you’ve completed these steps, you can rinse and repeat for different competitors to find even more keyword opportunities.