{"id":3293172,"date":"2018-08-18T08:02:11","date_gmt":"2018-08-18T08:02:11","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=article&p=3293172"},"modified":"2023-07-20T09:57:17","modified_gmt":"2023-07-20T07:57:17","slug":"understanding-keyword-enrichment-increase-your-online-visibility","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-dk\/insight\/understanding-keyword-enrichment-increase-your-online-visibility\/","title":{"rendered":"Understanding keyword enrichment – increase your online visibility"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/a>\n\t\tUnderstanding keyword enrichment – increase your online visibility\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tKristoffer Hald\t\t
\n\t\tData & Intelligence Director\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t18 August 2018\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\tBuilding strong keyword research has long been crucial in any kind of search marketing optimisation with the goal of increasing your performance on a given platform, such as Google Ads. Keyword enrichment is the process of using that keyword research to make your content even more attractive to search engines. In other words, you’re raising your visibility with select keywords. But what is the recipe for a solid and effective approach? Let\u2019s take a look \u2026
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\n\t\tAutomate the process\t<\/h3><\/div><\/div>\n\n
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First of all, let\u2019s consider the manual approach: You identify the keywords that are relevant for your account by pulling in contenders from various data sources such as Google Search Console, Google Ads search term reports, competitor data, as well as various other keyword research tools. Based on user intent, performance data, and volume, you then narrow it down to a short-list of keywords, identify corresponding landing pages, and create your new keywords and ads. A thorough but also quite lengthy process.\u00a0

The good news is, that you can almost completely automate this process, saving time and scaling performance. Not only can you set up an automated pipeline of all relevant data sources, but you can also automate the short-listing of keywords candidates. This is done by looking at\u00a0the available performance data, but also by feeding the keywords to a machine-learning model in order to understand the semantic meaning of keywords, based on their similarity to your existing keywords. As the creation of ad groups, keywords, and ads can also be automated through the Google Ads API, you\u2019re left with an almost completely automated process that only requires a quick human sanity check before going live. Needless to say, keywords that are already in the account will be excluded.\t<\/p><\/div><\/div>\n\n
\n\t\tMeet the growth ambitions of the customer\t<\/h2><\/div><\/div>\n\n
\n\t\tOnce the data is activated by means of connecting it to a feed management tool or through a direct data pipeline to the Google Ads API, the keyword enrichment model will automatically identify new keyword candidates and thereby help scale your Paid Search advertising.\u00a0

Traditionally speaking, the outlook has been: The more keywords in an account the better. But as Google\u2019s keywords now match much broader, the current recommendation is to gradually shift to using fewer, broader keywords in combination with Smart Bidding, and then let Google identify new relevant search terms. However, the two approaches can be combined, and for many advertisers it\u2019s still of great importance to have highly specific and granular keywords in their account setup.\u00a0

By reducing the effort needed to expand the keyword scope of the account, you can focus your energy on other aspects of Paid Search, where human input is still essential in order to grow your account and improve your performance.\u00a0
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\n\t\tTying it all together\t<\/h2><\/div><\/div>\n\n
\n\t\tIn conclusion, by automating the keyword expansion process, you reduce the manual work in Google Ads, optimise your way of finding keyword opportunities, and help scale your advertising performance.

Consequently, you also accelerate your e-commerce business by increasing your online traffic as well as improving traffic quality.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t