Are you having trouble finding relevant keywords for your paid search campaigns? It’s time to move beyond only using the Google Keyword Planner and uncover fresh, relevant keywords.
Traditional keyword research tools frequently lack depth, offering only limited insights into the complexities of user search behavior. As a result, PPC managers often struggle to uncover new keyword opportunities.
This article explores 19 tools and strategies for keyword mining to help you discover new search terms and enhance your campaigns.
By the end, you’ll have an arsenal of techniques to optimize your campaigns and gain a competitive edge in your growth strategy.
Finding new opportunities beyond Google’s Keyword Planner
Although the Google Keyword Planner is valuable, exploring alternative research methods is crucial for discovering a wider array of relevant searches.
Increasing the volume of relevant searches is an effective strategy to expand your campaigns and business. A higher volume of qualified and converting traffic can lead to more sales or leads.
Here are some effective tools and strategies you can use when looking to expand your campaigns.
1. Dynamic search ads (DSAs)
These ads leverage website content to automatically generate ads and the associated keywords.
By analyzing the search terms that trigger your DSAs, you can identify valuable keywords to incorporate into your standard search campaigns.
Fellow PPC expert Nils Rooijmans shared on LinkedIn that he likes using DSA campaigns, moving successful terms to revenue-generating campaigns. He also uses ChatGPT for new keyword ideas.
2. Google Search Console
GSC lets you see the search queries that led to clicks on your website. You can use these insights to identify new keywords and optimize your ads accordingly.
Dig deeper: Using search query reports to optimize PPC campaigns
When you enter a search term into Google, scroll down to the bottom of the page for a list of related searches. These can give you ideas for new keywords or variations of existing ones.
In the example above, I was searching for dance costumes for my daughter and came across some excellent search term suggestions.
If I were managing a paid search account focused on costumes in these categories, these terms would be a fantastic addition to enhance the account’s effectiveness.
4. Competitor websites
Take inspiration from your competitors’ websites by analyzing their content and identifying relevant keywords they may be using in their paid search campaigns.
5. Google Autocomplete
Pay attention to the suggestions that appear as you type in search queries. These autocomplete options often reveal popular search terms and long-tail variations.
6. Microsoft Advertising
While Google Ads may be the dominant platform, Microsoft Ads search term reports can provide new keyword ideas.
Analyze the search terms that trigger your ads on this platform to discover additional keyword opportunities that can be added to your campaigns in Google Ads.
You can also add terms found in the Google Search Query Report and add them into your Microsoft campaigns.
PPC specialist Petya Yildizgoren validated this tactic on LinkedIn and introduced Amazon Ads as another source for new keywords.
Monitor social media platforms to identify industry-specific trends, popular topics and commonly used phrases.
These insights can help you uncover relevant keywords that align with your target audience’s interests.
For example, while managing an account, I noticed in the comments that customers favored products made in the U.S.
I added related keywords to key terms, which helped drive additional non-brand traffic for the advertiser.
8. Customer conversations
Listen closely to the conversations your customers have with your support team or sales representatives.
Capture the keywords and phrases they use to describe your products or services.
For example, while working with a client offering a call center service, I discovered that leads used “answering service” instead of “call center” when monitoring their calls.
9. Website survey
Conduct surveys on your website to collect direct feedback from your customers. Focus on the open-ended responses to identify the terms used to describe respondents’ needs and goals.
Many survey tools allow users to analyze and generate reports based on the words in surveys at scale.
Analyze the comments on your social media posts, as the language used by your audience can provide valuable insights into their search intent.