|PPC||– 14 min read –||April 10, 2020|
How To Collect A Semantic Core For Contextual Advertising And Get Maximum Outreach
Of course, the advertisers understand what kind of advertisement they want to show, and by what words users should reach it. However, it is not so predictable. Here you cannot do without specialized tools and some magic :)
1.1 What is broad and exact matching of keywords
2. How to collect the main keywords
3. How to collect extra keywords
3.1 How to collect keywords via Serpstat interface
3.2. How to collect keywords using Serpstat API Console
4. What are automatic keywords
Two opposing goals to achieve when collecting semantics
Unfortunately, both of these goals cannot be achieved at the same time, and you have to compromise. Therefore, there are two different ways of selecting semantics:
What is broad and exact matching of keywords
In this case, the rule "All that is not prohibited is allowed" works. Additional words in the request don't prevent the ad from showing if these words are not in the list of negative keywords.
From the very beginning, we were on a blue curve. After doubling the reach, the performance curve grew vertically. The graph shows that the blue curve is not only higher (you can buy more clicks for the same CPC), but also to the left: you can buy the same number of clicks cheaper.
Therefore, reach is important because it greatly affects performance. Almost always double coverage allows you to get the same result, at least half the price.
Using exact match reduces the reach by about a half:
Advertising position depends on the Quality Score. It may decrease if the keywords match too many queries.
However, it is not so simple. Many factors influence the Quality Score and the predicted CTR, but this is a topic for another article.
You can try to add keywords in exact match if they have a better quality score. Almost certainly, this method will not reduce the effectiveness of advertising.
How to collect the main keywords
For example, you have only one keyword in your ad group called "semantic core":
To do this, we find competitors in organics: Domain Analysis → SEO Research → Competitors:
Therefore, it's essential to work with negative keywords. Google AdWords doesn't understand the morphology of negative keywords, so be sure to add them in all possible word forms.
You can also collect negative keywords using the Serpstat API Console.
How to collect extra keywords
How to collect keywords via Serpstat interface
However, there is a problem here - each main keyword needs to be checked separately if you use Serpstat interface. But we have a solution to do batch data export - through the API Console.
How to collect keywords using Serpstat API Console
What are automatic keywords
Learn how to get the most out of Serpstat
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