How to analyze and pick keywords to use in a campaign.
Once keyword analysis is complete you can click "Edit Campaign" to view the results. The three areas of focus when picking a keyword for promotion are:
Avoid all red or all green grids.
An all green grid means there is no room for improvement and will not see an increase in traffic. A client may still want to promote this keyword to maintain those rankings and this should be discussed with them. We usually recommend swapping these out for another keyword.
An all red grid means they are not optimized enough for that keyword, it will require GPB and website updates as discussed early and then time to gain enough relevance. This can be done for keywords that are of high value to them, but it will be a long time to see results. We usually suggest starting with a different keyword that can get faster results.
Keyword value to the client.
To determine the value of a keyword, first look at the intent of that search term. A term like "oil change" isn't going to have as much value as the term "engine repair". While "oil change" will have more search per month, each individual click for that term would be worth less.
Using the Search Volume and CPC providing in analysis will help you get an idea of the total value of that keyword. The niche the client is can change how much volume is needed to bring them value. A plastic surgeon only needs 1 or 2 new clients a month to see a good ROI, where a chiropractor would need more.
Time to increase their exposure for that keyword.
Look at the Average Grid Rank to get an idea of how long it will take to see improvement for that keyword. Only selecting keywords that have an Average Grid Rank over 10-15 means it will take more time to get better rankings. It is better to add some in the 7-8 range because those will bring in faster results.
You should still target higher Average Grid Ranks because those are usually the higher traffic, more competitive and valuable terms. But doing a mix will give the client quicker returns.
Replacing Keywords
To remove a keyword you can click on the trash can above the grid. Enter in a new keyword from your list and resubmit for analysis.
Once you are satisfied with the keywords you can start the campaign or submit for approval.