Whether SEO experts want to admit it or not, keywords still play a vital role in content creation and search engine marketing. Brands use both Google Analytics and AdWords to monitor traffic upticks on core and secondary key phrases, and they leverage their insights to improve content distribution and ad placement. To improve how webmasters manage their AdWords accounts, Google launched a new keyword bulk-editing tool, designed to make updating various keyword lists at scale much easier than ever before.
The new feature enhances the bulk-editing tool released by Google in November 2012, and is accessible from the keywords report download window. Webmasters can click the “Editable” box to download the file, edit the document with new phrases and terms, and then upload it again for seamless integration. In the “Action” column, marketers can include new keywords or remove older options. Users can also change the keyword state and destination URL.
To implement the new document to AdWords, webmasters must navigate to the “Upload” tab near the Reports section, and create an editable report. This simple process allows businesses to maintain their paid search campaigns and deliver timely ads across the web. With key insights from website analytics and social listening, brands can gain a better understanding of the phrases, subjects and times to reach new and existing customers, and well-written ads compel web searchers to click through to branded landing pages.
While keywords drive traffic and help companies generate steadier revenue streams, marketers can’t overlook the components that come after ad clicks. Businesses must make sure the branded content hosted on landing pages, CTAs and overall user experience lives up to the standards that consumers expect today. Otherwise, leads may navigate away, and sites’ bounce rates will skyrocket. Brafton recently reported on the value of diversifying content marketing to include sticky media. Read more about how custom content can support AdWords campaigns here.