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Identifying keywords for your audience
6:52 with Tomer SharonNow that you have a solid screener, it’s time to start thinking about finding people who will take it.
The keyword planner can now be found in Google Ads. Click Start Now, click Tools & Settings, and then click Keyword Planner. At the time of writing this, searching for keywords is free.
Alternative tool: Mangools Keyword Finder
Review Social Media Hashtags and Users to Find Your Subjects
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Switching gears.
0:00
Now that you have a solid screener it's
time to start thinking about
0:01
finding people who will take it.
0:05
We'll call them respondents because they
respond to the screener, but not yet
0:07
become participants.
0:11
A respondent becomes a study participant,
when he or
0:13
she qualifies and is available to
participate.
0:16
To find respondents over social media,
0:20
it is critical to address your call to the
right people.
0:23
For example, to find people who meet the
criteria for
0:26
my imaginary dancing app, it would make
sense to look for them where they linger.
0:30
In the real world, we would find them in
dance schools, clubs, shows, contests and
0:35
so on and so forth.
0:41
Online we'll find them on Facebook,
Twitter, and Google Plus.
0:42
They'll hang out in groups and
0:47
communities, they'll like, favorite, and
plus one popular and important dancers,
0:48
schools, academies, top dance groups and
related TV shows.
0:53
To find these online hubs of interest, you
need to learn the language and
0:59
jargon of your audience and identify
keywords that will help you
1:03
find social media groups, communities, and
pages of interest to dancing beginners.
1:08
A great way to identify relevant keywords
is by using Google's keyword planner.
1:14
Using this tool may require that you
register for a Google AdWords account but
1:20
that doesn't cost any money and you won't
need to run any ads.
1:25
You just want to use it to discover the
right keywords.
1:30
What I want you to do next is follow my
instructions and pause and
1:35
play the video to complete them one by
one.
1:39
I will use my imaginary dancing app as an
example.
1:42
I want you to use your topic, or our stop
and shop case study instead.
1:46
Ready?
All right.
1:51
The first thing you need to do is access
Google AdWords.
1:53
So, after you sign-in, and if you don't
have an account, again this is free.
1:57
Sign in, and then you see this screen.
2:01
I'm running a campaign so
2:04
that might not be what you see if you
don't run a campaign.
2:05
But you can go to the Tools area and click
on that, and
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then find the Keyword Planner.
2:14
Click on that, there you have it.
2:17
You have some options here.
2:20
What you need to click on is the first
option.
2:22
Search for new keyword and add group
ideas.
2:25
And I'm not even going to explain what
that means.
2:28
Just, just click that and bear with me.
2:31
Now you need to, search for your product
category.
2:35
So, in my imaginary app for, for
2:41
dancing, I would just start typing dance
and see what happens.
2:44
It clearly shows some options here.
2:51
And I'm gonna pick Dance Classes and
2:55
Lessons because it's pretty much the
category of my app, and I'm going to
2:57
ignore that part for now, but if your
audience is, you know, more defined,
3:03
you can definitely play with targeting
criteria here but you don't have to.
3:09
And then I, I will click the wonderful
button labeled, Get Ideas.
3:14
What happens next, Google Keyword Planner
shows me,
3:19
right here if I scroll down, a list of
keywords that
3:25
people use to search for websites in the
category I just defined.
3:30
So, the first thing I'm gonna do, before
I'm in it,
3:36
I'm even gonna go over the list, is sort
it by average monthly searches.
3:38
So I have the most popular ones appear on
the top of the list.
3:45
Alright, so this is what I see now.
3:50
So, I'm gonna go over that list, and using
my judgment just decide
3:53
which keywords I wanna use in social media
to find my audience.
3:58
So I see here, let's see I'm gonna click
that, keywords like ky lottery.
4:04
Mm?
Not so
4:11
sure that's the very thing I'm looking
for.
4:12
Keep in mind that some, keywords or
categories mean different things.
4:14
So for example, if I'm using Boston,
4:19
Boston could be a city, but it can also be
a band, a music band.
4:24
So some of the keywords here would reflect
things I didn't mean to, to find.
4:29
So this is why you need to work with your
judgement here and
4:35
decide what's working for you and what's
not.
4:39
So dance obviously but this is pretty,
pretty obvious I'm looking for
4:42
something more sophisticated here.
4:46
Dance moms.
4:48
Maybe.
Ballet sounds good.
4:49
Salsa, yes I can, I can work with that.
4:52
Ballroom, line dance, I'm not so sure.
4:57
Dance academy, definitely.
5:00
Now what you see here,
5:02
just as a clarification, is a list of add
group ideas, as you can see here.
5:03
Any group idea, again, without going in
too much detail, unnecessary detail,
5:09
has more keywords behind it.
5:14
So you can either go to one of the
keywords.
5:16
Let's say, ballroom.
5:19
And see what you have there.
5:20
And you have more keywords under that
term.
5:22
Or, you can just go directly to keyword
ideas, this down here, and
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go over the list that you get.
5:31
So, dance mat typing I have no idea what
that is ky lottery, no idea,
5:35
dance mom's, maybe.
5:39
So find things that you can relate to,
that you understand, salsa.
5:41
Alvin Ailey, sounds good, Ballerina,
maybe.
5:48
Things like that.
5:52
Each time you find the keyword that you're
interested in,
5:54
document your list of selected keywords in
the worksheet doc, under keywords.
5:57
All right.
I can show you that here in worksheet.
6:02
Go to Keywords, and
6:05
just list the keywords you're picking
right here instead of this list.
6:08
A couple of things to consider.
6:14
When selecting keywords, consider social
media groups, communities and
6:16
pages and the names they'll choose for
themselves.
6:20
Identifying keywords is relatively easy if
you think of it.
6:24
Just think of some related words, or
synonyms, or
6:28
even use a thesaurus to find keywords.
6:31
The thing with Google AdWords keyword
planner,
6:34
is that keywords are offered to you based
on Google's search data.
6:37
That's powerful validation that the
keywords you choose are the right ones.
6:42
Now go ahead and use Keyword Planner and
list your keywords.
6:47
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