Optimise Your Marketing

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Setting up keyword groups to track performance by topic or theme.

Stuart Baddiley

We recognise the critical role that keyword strategy plays in shaping the success of digital campaigns. To effectively track performance by topic or theme, setting up keyword groups is essential. This practice not only streamlines the tracking process but also enhances our ability to refine strategies based on data-driven insights.

Structuring Keyword Groups: A Step-by-Step Guide

  1. Identify Core Themes: Begin by identifying the core themes or topics relevant to your business or campaign objectives. For Optimise Your Marketing, these might include AI Implementation, SEO Services, Influencer Marketing, and Local Marketing for Franchises. Each theme serves as a foundation for creating focused keyword groups.

  2. Conduct Comprehensive Keyword Research: Utilise tools like Ubersuggest, Google Keyword Planner, and SEMrush to conduct thorough keyword research. The goal is to identify a mix of high-volume, medium-competition, and long-tail keywords associated with each theme. For instance, under 'SEO Services', keywords could range from 'SEO optimization techniques' to 'local SEO strategies'.

  3. Segment Keywords by Intent: Categorize keywords based on user intent: informational, navigational, transactional, or commercial. This segmentation allows for targeted content creation and enhances the relevancy of your marketing efforts. For example, within the 'AI Implementation' theme, informational keywords might include 'benefits of AI in marketing', while transactional keywords could be 'AI tools for marketing optimization'.

  4. Create Keyword Groups: Organize keywords into groups based on their thematic relevance and intent. For instance, under the 'Local Marketing for Franchises' theme, one group could focus on 'franchise marketing strategies', while another targets 'local SEO for franchises'. This organization supports targeted ad campaigns and content alignment.

  5. Integrate with Analytics Tools: Use tools like Google Analytics and HubSpot to track the performance of each keyword group. Set up custom dashboards and reports to monitor key metrics such as click-through rates (CTR), conversion rates, and bounce rates. This integration provides a holistic view of how each group contributes to overall campaign goals.

  6. Regularly Review and Adjust: Keyword performance is dynamic, requiring regular review and adjustments. Analyze data to identify underperforming keywords and consider replacing them with new options or refining your content strategy to improve relevance and engagement. For instance, if a specific keyword under 'Influencer Marketing' is not yielding expected results, consider exploring related keywords or adjusting the associated content.

Budget Management and Media Buying Considerations

When it comes to media buying and budget management, aligning your spend with the performance of these keyword groups is crucial:

  • Allocate Budgets Based on Performance: Use insights from your analytics tools to allocate budgets more effectively. Increase investment in high-performing keyword groups while reducing spend on those with lower ROI.

  • Test and Optimize Ad Spend: Implement A/B testing for ad creatives and landing pages associated with different keyword groups. This practice helps identify the most effective combinations, ensuring optimal use of your marketing budget.

  • Diversify Media Channels: Consider a mix of search engine marketing (SEM), social media advertising, and display ads. Tailor your media buying strategy to align with the specific themes and target audiences of each keyword group.

  • Leverage Retargeting: Use retargeting strategies to recapture potential leads who have interacted with your content or ads. This approach can enhance the effectiveness of your keyword groups by reinforcing brand messages and encouraging conversions.

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By methodically setting up and managing keyword groups, Optimise Your Marketing can effectively track performance across different themes, ensuring that each campaign is strategically aligned with business objectives. This structured approach not only optimizes resource allocation but also enhances the overall impact of our marketing efforts.