When I start a Google AdWords campaign, I will often have a handful of ad groups that focus on product names and author names, and then a big collection of keywords that focus very specifically on crisis keywords. While the name-keyed phrases are very valuable because you’re targeting people who are ready to buy, the crisis keywords are equally, if not more important because you’re targeting people with an urgent need that are willing to buy. They might be willing to buy multiple products and will be far more likely to act on impulse when they read your call to action, rather than continuing to shop around and research.
So, how do you snag crisis keywords that will help you pinpoint the best possible potential leads? Here are some tips.
• Ask Who Needs the Product – Always determine who needs the products you’re marketing most. For example, if you’re selling guides for how to remove acne, who do you think will need that guide immediately? A 25 year old interested in preventing acne in the future or an 18 year old who wants to get rid of acne before they start a new job? The latter will always be a better prospect because they have an immediate crisis that you can solve.
• Does the Phrase Solve the Problem? – The keyword phrases you choose need to be things the prospect would search for to solve the problem. For example, “acne tips” is not a good keyword because it could be searched for by anyone, including children and adults helping their children. However “get rid of acne now” or “remove acne in a week” are good because they are going to be written by people who need to act sooner than later.
• Can the Phrase Mean Anything Else? – Finally, ask yourself if the phrase can be interpreted as something else. This is especially important for pay per click advertising, where you don’t want to pay for a keyword when non-buyers will click. For example, if someone searches for “get rid of skin problems”, it seems like a crisis keyword, but in reality, it could be about anything. It could be related to dry skin, dandruff, rosacea, or a dozen other problems that your website does not relate to. You need to target only people who will be interested in what your articles and reviews can provide them.
Crisis keywords are important for every marketing campaign, whether you are using organic search engine optimization or PPC advertising. Just remember to pinpoint the problem your audience is having and adapt your keywords to match their needs.
Long Tail Keywords
There are two instances when you would want to look at long tail keywords. First, there is PPC advertising. With advertising, the more keywords you have, the better. That means you’ll want lists of several thousand keywords. The second is development of an authority site. You could write a dog training website with 10 pages of content, but if you want it to become an authority site, you would want to start specializing pages for breeds, such as “Labrador retriever food bowl aggression”. That’s a long tail keyword because you’ve added specific details to the basic term of “food bowl aggression” that can be changed depending on the several hundred dog breeds out there.
Finding long tails will require a bit of research, both on your own and with tools. If you don’t know a niche especially well, this will be extra important to ensure you don’t miss any potentially valuable keywords.
Other keywords that perform really well are buying keywords – terms people will use when they are ready to make a purchase. Product and author names are one example of this, as are any keywords that end with “review”. Other examples include buy, order, and purchase.
Another tool I like to use, which is a fantastic for getting inside the heads of the people you’re targeting, is a little basic forum research. Again, this is an incredibly simple strategy that too many affiliate marketers neglect because they’ve been told to move on and use more advanced tools. Why? On every forum you have the exact data you need to pinpoint what people are searching for, the industry terms you wouldn’t know unless you’re an expert, and the details you’ll need to start crafting your keyword lists.
People put their problems on forums, and even if you have a passing knowledge of a niche, you’ll never understand everything in it without digging deeper and learning what people’s problems are. Take a niche like World of Warcraft for example. This is a niche that has been highly successful in recent years. On the surface, it doesn’t seem like a traditional IM niche. It’s a game and most of the time, games don’t breed the urgency that you’d find in things like weight loss or dog training. However, this particular game is an online, socially motivated game where players are constantly competing with each other. Immediately, players are going to push themselves to work harder and faster and eventually want to get a cutting edge. Enter the info products on how to do everything better in the game.
If you’re an affiliate marketer, the odds are that you don’t have time to play a time consuming game like World of Warcraft. Yet, you may want to market the successful guides that come out of this niche. So, instead of spending hours playing the game to acclimate with it, you can spend just a few minutes scanning the forums of worldofwarcraft.com and learning that players want to know more about Horde and Alliance characters, how to make gold, how to level up, how to do better with their professions, etc. There are dozens of little details you can draw from here to create keyword lists.