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Keyword Research and Analysis

1. Objective

The objective of this Standard Operating Procedure (SOP) is to systematically identify the most relevant and valuable keywords for a client’s Google Ads campaign. This process extends beyond simply generating a keyword list; it focuses on analyzing user intent, assessing competitive landscapes, and structuring keywords into tightly-themed ad groups. The final output is a robust keyword plan that serves as the foundation for building an effective, budget-efficient campaign.

2. Responsible Parties

  • Ads Specialist: Primarily responsible for executing the entire research and analysis process.
  • Account Manager: Provides the business context from the client, and reviews and approves the final keyword plan to ensure alignment with the overall strategy.

3. Prerequisites & Inputs

  • [ ] The Client Campaign Brief: With special attention to:
    • Core products/services to be promoted.
    • Target audience personas.
    • Unique Selling Propositions (USPs).
    • A list of key competitors.
  • [ ] The Client’s Website URL: For content and structure analysis.

4. Required Tools

  • [ ] Google Keyword Planner: The essential free tool for search volume data and bid estimations.
  • [ ] Ahrefs / Semrush (or a similar SEO tool): Crucial for competitor analysis and uncovering deeper keyword insights.
  • [ ] Google Sheets / Microsoft Excel: For compiling, filtering, and structuring keyword data.

Step-by-Step Procedure

The process is divided into four distinct phases:

Phase 1: Brainstorming & Seed Keyword Generation

This initial phase involves gathering foundational ideas that will be expanded upon.

  • 1.1. Analyze the Client Brief and Website:
    • Thoroughly review the Client Brief. List the exact terms the client uses to describe their products/services.
    • Browse the client’s website. Note the page titles (H1s, H2s), product categories, and terminology used in descriptions.
  • 1.2. Think Like a Customer:
    • Put yourself in the target audience’s shoes. What would they search for on Google?
    • Brainstorm queries from different angles:
      • Problem-Based: “how to fix a leaky faucet,” “back pain relief”
      • Solution-Based: “emergency plumbing service,” “local chiropractor”
      • Brand + Product: “nike air max shoes,” “dell xps 15 laptop”
      • Comparison/Informational: “best CRM for small business,” “ahrefs vs semrush review”
  • 1.3. Analyze Competitors:
    • Using Ahrefs/Semrush, enter the domains of 2-3 main competitors.
    • Review their “Organic Keywords” and “Paid Keywords” reports to see what they are successfully targeting.
    • Export lists of their most valuable keywords to enrich your own.
  • Phase 1 Outcome: A diverse list of 20-50 “seed keywords.”

Phase 2: Keyword Expansion & Data Collection

Use software tools to broaden the seed keyword list and gather key metrics.

  • 2.1. Use Google Keyword Planner:
    • Navigate to “Discover new keywords.”
    • Enter your seed keywords and the client’s website URL.
    • Google will return hundreds or thousands of suggestions. Use filters to refine the results (e.g., filter for keywords with Avg. monthly searches > 10).
    • Export the entire list to a CSV file.
  • 2.2. Use Ahrefs/Semrush:
    • Enter your seed keywords into the “Keyword Explorer” tool.
    • Review the “Phrase match,” “Also rank for,” and especially the “Questions” reports to find long-tail keywords.
    • Export these lists to CSV files.
  • 2.3. Consolidate Data:
    • Create a new Google Sheet named “[Client Name] – Keyword Research.”
    • Create a tab named “Master List” and paste all data from the exported CSV files.
    • Clean the sheet by removing unnecessary columns, keeping the essentials: Keyword, Avg. Monthly Searches, Competition, Top of page bid (low range), Top of page bid (high range).

Phase 3: Filtering, Refining & Intent Analysis

This is the most critical phase, where raw data is turned into strategic insight.

  • 3.1. Clean and Filter Data:
    • Read through the entire “Master List.”
    • Delete any keywords that are clearly irrelevant, misspelled, or do not align with the client’s offerings.
  • 3.2. Classify User Intent:
    • Create a new column named Intent.
    • Categorize each keyword (or group of keywords) into one of the three primary intent types:
      • Informational: The user is seeking information or an answer. Ex: “how to create a budget,” “what is SEO.” Generally a low priority for direct sales campaigns.
      • Commercial (or Investigational): The user is comparing products, services, or brands. Ex: “best running shoes 2025,” “mailchimp vs constant contact.” Good for remarketing or mid-funnel campaigns.
      • Transactional: The user is ready to make a purchase or take a specific action. These are the most valuable keywords. Ex: “buy nike air max,” “emergency plumber near me,” “web design agency prices.” This is the TOP PRIORITY for Google Search campaigns.
  • 3.3. Build a Negative Keyword List:
    • As you filter, identify terms you want to exclude. Add these to a separate tab named Negative Keywords.
    • Common examples include: “free,” “jobs,” “DIY,” “used,” “reviews,” “scam.”

Phase 4: Grouping & Structuring

The final phase involves organizing the refined keywords into a logical campaign structure.

  • 4.1. Create the Structure in Google Sheets:
    • Create a new tab named Final Keyword Plan.
    • Create the following columns: Campaign, Ad Group, Keyword, Match Type, Intent, Avg. Monthly Searches, Est. CPC (High).
  • 4.2. Group Keywords into Ad Groups:
    • Using your selected Transactional and Commercial intent keywords, begin grouping them together.
    • The Golden Rule: Keywords within a single Ad Group must be extremely similar in theme (this is called creating Tightly-Themed Ad Groups or T-TAGs). This allows you to write highly relevant ad copy.
    • Example:
      • Ad Group 1: Emergency Plumbing Service
        • “emergency plumbing service”
        • “24 hour plumber near me”
        • “urgent plumbing repair”
      • Ad Group 2: Leaky Faucet Repair
        • “leaky faucet repair service”
        • “how to fix a dripping faucet”
        • “plumber to fix sink”
  • 4.3. Select Match Types:
    • For each keyword in the Final Keyword Plan, assign a Match Type.
    • Starting Rule of Thumb:
      • [Exact Match]: Use for the highest-intent, “money” keywords. (e.g., [buy nike air max size 10])
      • “Phrase Match”: Use for the majority of transactional keywords to get good reach while maintaining relevance. (e.g., “emergency plumbing service”)
    • Note: Avoid using Broad Match at the beginning of a campaign unless the strategy specifically calls for maximizing reach and there is a sufficient budget for testing.

5. Deliverable

The final output of this SOP is the completed Google Sheet “[Client Name] – Keyword Research” with three distinct tabs:

  1. Final Keyword Plan: The detailed blueprint, ready for another team member to use for building the campaign in the Google Ads interface.
  2. Master List: The complete raw list of all keywords gathered, for future reference.
  3. Negative Keyword List: The list of keywords to be excluded at the campaign or account level.

6. Best Practices

  • Prioritize Intent Over Volume: A keyword with 50 searches/month and clear transactional intent is often more valuable than a keyword with 5,000 searches/month and informational intent.
  • Incorporate Local Modifiers: If the client is a local business, always include keywords with city, state, or neighborhood names (e.g., “plumber in brooklyn,” “best pizza nyc”).
  • Research is an Ongoing Process: This plan is the starting point. After the campaign is live, constantly analyze the Search Terms Report to discover new keywords and identify new negative keywords.

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