I Predict A Riot: Predicting Search Trends for PPC
PPC management is extensive
from copywriting the ad itself to managing the budget attributed to each campaign
but get the keyword-selection wrong and nothing else matters. Selecting the most lucrative keywords involves assessing its quantity of global and local search queries each month. The more popular the search term, though, the more competitive it is, and the more competitive it is, the more expensive it is. With Google AdWords
competitors bid on lucrative search terms, and Google calculate rankings based on the bid amount and your ad's quality score. When deciding on which keywords to bid on, advertisers will look at past searches to evaluate how frequently a keyword/phrase is utilised. But this only gives a picture of what people have searched for in the past
what about future searches? Though past searches provide a relatively reliable indicator of future search quantity
what if you could predict which keywords future searchers will use BEFORE they use it? Predictive Keyword Research is just that
forecasting the big searches before they become big(like backing an alternative indie band before they sell out and get featured on Radio 1). But besides bragging rights, you'll also enjoy low competition, less expensive keyword bidding, and reap in the traffic and custom from the impending search boom. Predictive Keyword Research requires you to remain ahead of the curve, with the ability to predict industry trends before they go mainstream; but if done correctly, it can be highly lucrative. The potential for ROI is more than worth the effort. To use the example of attribution modelling, a term that only came into use relatively recently in the world of online marketing: As you can see, the search query 'attribution modelling' wasn't even on the radar until the latter half of 2011. Actively foretelling a search term by evaluating future advancements in your market sector can be extremely beneficial for your pay-per-click campaigns. What to look out for:
Keep an eye on trends in your market.
Look at conference topic titles
what are the new advances in your industry that may become popular search terms?
Sales calls give you an idea of what sales teams are pushing
if they're creating interest in a new kind of service.
Keep on top of pop culture
TV, film, music, radio
what's going to be big?
Social media is often an indicator of what's growing in popularity
if it's mentioned a lot on social media you can guarantee it's going to translate into search queries soon, too.
Google Trends will give you an idea of what's being searched right now.
Think about the big events that affect everyone such as the Olympics.
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