A great way to expand your PPC account is by performing keyword research in order to uncover untapped opportunities. Keyword research is a key tactic for growing an account — especially new accounts, but even mature accounts can stand to benefit from ongoing expansions.
When keyword research does & does not make sense
Keyword research is sometimes debated as being unnecessary, and it is fair to say that certain methods of keyword research are futile. Back in the day, it wasn’t uncommon to hear search marketers taking pride in the number of keywords managed, but it’s a different ballgame now; keyword counts don’t correlate to positive performance or even account health. All that to say, there’s no need to add keywords just for the sake of adding keywords!
A good goal with keyword research is to try to identify entirely new themes. There may be some room to flesh out existing themes, but there’s only so much expansion on existing keywords before you’ll pass the point of diminishing returns due to lack of volume as keywords become more and more specific or similar to existing terms.
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