James: James Schramko here from SuperFastBusiness. Today, I’m having a chat with Ilana Wechsler from TeachTraffic. com. Hello!
Ilana: Hi James. Great to be back. Thanks so much!
James: Hey! Look, we’ve been posting a few videos about traffic tips. If you’re watching this and you’ve got a question around paid traffic and it’s to do with Google ads or Facebook, be sure to type a comment where you see this video and subscribe, so you get lots of extra tips.
Now in a previous training, we were talking about how important it is to test your landing page by bidding on the best possible phrase, the bullseye phrase. And I asked you, where do you get the bullseye phrase from if you don’t know what it is? And that’s what I wanted to ask you today, Ilana.
Ilana: Awesome, okay. Well, there are lots of ways, which is good.
So the first way is, if you’re already running Google search traffic (so you’re bidding on keywords), Google is going to tell you what’s called the search term report, which is what somebody actually typed into Google, which triggered your ad that they clicked on. So that is different to the keyword that you bid on.
So when you look through the actual search terms that people typed in, you’ll be able to see how many people type that in, how many of them clicked on it. And importantly, which is where the bullseye keyword comes in, of those people which one converted or how many of those people converted? And what actual language did they use.
And so, they are your what’s called converting keywords. And often those converting keywords are kind of like longtail keywords, which are quite easy to rank for SEO-wise, which is probably another discussion, out of the scope of the page.
James: Yeah. I imagine this is a great place to find negative keywords.
Ilana: That’s exactly right. This search term report is full of nuggets of gold. So that’s, I guess, option one.
Option two is to look in your Google Analytics account. Although Google Analytics does withhold a lot of the data. James, you probably know back in the old days, you and I’ve been in this space for a while, and they used to give you all that data.
James: They did. And then you could do a little sneaky thing and tick a few boxes and look at the pages. And you could sort of reverse engineer some of it when they hid some of it. But yeah, it’s getting harder and harder.
Ilana: If you’re looking at Google Analytics, you’ll see that 95% of the keywords are not provided.
James: Right. Is that because they want you to use the ad platform?
Ilana: Yeah, exactly. And, I guess, it’s very effective, because people have done so. But look, you might find some nuggets of gold in your Google Analytics. I’m actually a big fan of Google Analytics which probably maybe we could talk about.
James: And I like the Webmaster Tools. It actually shows you quite a lot, as well, what you’re appearing for organically might be a good clue.
Ilana: Yep, exactly. Another possible source of bullseye keywords is if you’ve done some kind of survey. So, look into deep-dive survey report, the language people have used. So, that’s another one.
And I guess the last one is, you know, you probably got an idea in your head of your target customer. You actually go to Google and you type that in. Down the bottom of the page, at the bottom of the organic search results like where you would otherwise scroll to other pages, they’ve got suggested phrases and they are frequently used phrases by people who type whatever you just typed in.
James: They’re very panny those ones. I see people are always searching for James Schramko net worth, James Schramko wife, James Schramko book, James Schramko podcast. So, these could be some keyword that I might be more or less interested in.
And of course, I mean, from that I gathered it’s very important to try your actual name or your brand name of your business. It would make sense that some people are just typing into Google for that particular brand. And I’m going to ask you a sort of a secondary question, is it worth running a campaign on your own brand?
Ilana: Hundred percent. You have to own your own real estate. Hundred percent.
James: Well, this has been fantastic. We’ll keep it nice and short.
Ilana Wechsler from TeachTraffic.com. If you’re interested in this topic, you want to learn more about it, you want to master it, be the best in the world at it, why not learn from Ilana at TeachTraffic.com?
I’m James Schramko. You’ve been watching SuperFastBusiness. Thanks so much.
Ilana: Thanks so much, James. Bye!