Generate Search Engine Marketing Keywords, on a Massive Scale | Elias Dabbas | Skillshare

Generate Search Engine Marketing Keywords, on a Massive Scale

Elias Dabbas, Data Science for Online Marketers

Generate Search Engine Marketing Keywords, on a Massive Scale

Elias Dabbas, Data Science for Online Marketers

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6 Lessons (41m)
    • 1. Introduction

      8:57
    • 2. The 3 main elements of any SEM campaign

      6:03
    • 3. Doing it the traditional way

      8:26
    • 4. Doing it fast with advertools

      10:39
    • 5. Project explanation / demo

      6:22
    • 6. Your turn! :)

      0:14
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About This Class

Generating keywords is one my favorite tasks in any project. It's the phase where the general outline of how we are going to tackle different users happens. Imagining what different people might be looking for, and how we might provide them with what they want is always interesting.  

But how do you actually achieve this when you have a website with 2,456 products, 322 product categories, and has three different versions for three different countries? 

Ouch! 

By the end of this month... 

Hey, I said ouch! 

What you will learn in this lesson is how to drastically reduce the time and effort required to generate keywords in a consistent scalable manner. This is a different approach from the traditional keyword research. You will be using simple programming techniques to achieve more than what you do with the traditional approach, with a few lines of code. 

This will put you in a much more strategic mindset, where you mainly focus on what your prospective customers want and how to achieve that, as opposed to worrying about those 143,254 keyword combinations!  

You will use Python, and the advertools package, a set of functions and tools that I developed for the day-to-day work of online marketers. Read more in the documentation on how to generate SEM keywords on a large scale with Python.

Meet Your Teacher

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Elias Dabbas

Data Science for Online Marketers

Teacher

I've been working in online marketing for the last ten years, and mainly focusing on online advertising. I have also been working on incorporating data science and programming into the daily routine of creating campaigns and analyzing them. 

I eventually came up with a set of tools that help me with my work. 

This is what I mainly share here. 

advertools is the package that has all those tools. 

Here are some presentations where I share my thoughts about marketing

See full profile

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Transcripts

1. Introduction: coming up with keywords can can really be fun and interesting, especially when you have a lot of products to sell. A lot of pages to worry about, a lot of keywords to general. And this is what I've been doing for the last 10 years with campaigns that reach millions of people for you. So I'm going to share with you a way to do this in a consistent manner, which which is which is very helpful, especially with very large campaigns. And here the be kills that we're gonna be covering today. So the main thing we will be doing here is we're gonna be generating keywords on. That's as opposed to the traditional way of doing keyword research where you go through hundreds and hundreds of keywords and and you shall like the ones that work and discard the ones that don't. So I've created ah, package, which is a bunch of tools and functions on python called advert tools. Just for that, you know exactly what what I mean in a few minutes, what I expect you to know is, ah, a little bit of search engine marketing, how it works, and very, very basic minimum knowledge of python or any programming language. Actually, Ah, this is not ah, beginner course in church into marketing's or expect you to know what a campaign is. Ah, versus versus ad groups the different keyword match types What they mean when to use, which had to set up a campaign with budgets, targeting devices, countries on all these things. Uh, when it comes to python. So if if you have zero programming knowledge you will be able to follow along, you will be able to do the project at the end. But really, if you really wanna make use of the package, uh, I think you should You should learn a bit of a python. Ah, basics. Very basic. Just just being able to call a function, knowing a bit of of pandas learning how to use Jupiter notebooks. Eso you can you can really benefit from, uh, from from this set of functions. So there's gonna be very practical. We're gonna be getting ah, brief from a client. The client has a car's website, they sell used cards and they want to generate Lietz. They want us to target people who want to buy a used car. Now they don't want us to just target the words very generic words like, um, buy a car or used car. They want us to target people who are looking to buy a specific carb make, and they send us the list of the makes that they want us to. Uh, so now each one of these has its own special landing page on the website, and each landing page has a list of options for each one of those carts. So, as you can imagine, there's gonna be hundreds and hundreds of options to choose from for each one of these makes you know, and you can imagine start imagining how this is gonna have to be managed because because we need to be consistent. We need Sorry, we need to generate stuff that's that's meaningful for the client and for the users. Next, I'm going to share with you the main. I don't want to call it framework. Uh, it's just this this the three main elements of, uh, every searching, the marketing campaign, the keywords, the ads on the landing pages, and basically, if you get this, if you get this right, ah, you've done pretty much 80% of the work in your account. So this is this is first we're going to go through the difference between what the user flow and the advertiser flow. The user flow is basically this one, As you can see here, from left to right, the user starts with a key word in mind. They have something, some intentions, some desire. They want to, uh, satisfy. And they go on a search engine and a search for it. They put it in some keywords and then they get a bunch of results. Ah, some of them are paid, and some of them are not. Hopefully, yours is gonna be there. Now. These ads are promises to your users. This is you know, somebody says I want tickets to London and you say we have tickets. London. Somebody says I want to buy shoes. You come out and say I do have what you're looking for. And after they click on one of these results, they go to a landing page one of these landing pages. And this is where you fulfill the promise that you've ah promised your user. So if if if If you get this this mapping right uh, you've You've done a very big part of the account, and you know your offer with a good start. So the main idea here is that I think, I believe, is that every every landing page should have at least one at group. Uh, maybe more. If if If you want to be more detailed, sometimes it makes sense, maybe even a campaign for each landing page. That also makes sense in many cases, but at least one ad group for any landing page that makes sense to, ah, to target your users and to satisfy one of their needs with one of your ads on and therefore what? What I think of from another advertiser point of view is that the flow starts. I'd like to start from the other side. I'd like to see my my landing pages What I have, what I can offer to my users and then based my campaigns on that there's no sense in advertising for tickets to London if you don't sell to get Solyndra. Just because it's a popular destination many people search for it doesn't mean that you have to keep advertising for that destination. If you don't have it. So this is a very important, uh, basic thing and what we're gonna be doing and now back to our client. And I hope you're starting to think about how we're gonna planet. Um, we're going to be having ah, bit of a complication because the client is is gonna call us again and they're going to say , Remember that list I sent you? You say yes. And the client is going to say, Look, it's sorry I continue the full list. This this is just the makes we have makes and models. And here we go, There's there's a much bigger, um, list of ad groups that you're gonna be worrying about. So it's not gonna be just, uh, with Deep, For example, is gonna be Jeep Cherokee compass, all these jeeps, different types of Kia, different Lincoln and all these ah different brands makes and models. So the manual model is not gonna work. Ah, or it could work, but it's gonna take ages s. So what we're gonna be doing first is we're going to try to do this the traditional way. We're gonna go to the AdWords to ah, cure tool. We're gonna do some research for one of the cars that, uh, any random car and we're gonna see how tedious and long that might get. Uh, but we won't do it for for the whole set of keyword of makes and models. Next, I'm going to show you how you can do it with with with advert als, And this is gonna happen by first realizing that even though there's gonna be a 1,000,000 ways to structure your account and create different keywords, there's gonna be a quite a small number of templates if you want of how to have to do the keywords and how to position your products within these templates and generate the whole thing for all the car makes and models that you have, and this is how we're going to be doing it. Uh, what you're going to see is that basically, once we have a list of products which we copy and paste from the client, that's trivial. Ah, we have to do is think of a bunch of words that makes sense with these products. And after that, it's literally we're gonna be typing one line of code as you see over here, and that's going to generate the whole thing for us. Ah, very easily. Next, we're gonna be doing a project. This is gonna be your turn to do the same thing and think about ah, few words and combinations that might make sense in a few different scenarios that you're going to choose from. So if this sounds interesting, let's get started. 2. The 3 main elements of any SEM campaign: So I want to share with you the main, um, framework that use while creating keywords. Uh, let's not call it a free. It's just the diagram that I have in mind when I'm thinking about the structure of my account. And, uh, once, once we clarify things off here, it's gonna be much easier to share with you How, uh, we're gonna be doing the work that we're gonna be doing while generating the key parts. So, as you can see here, these, you know, there's these three main elements, uh, of any any any search engine campaign. Um, Aziz, you as you know, it starts naturally with keywords. User has something in mind. They want to buy something, they want some information. So they expressed this desire somehow on a search engine, and then they get a bunch of results. Some of them are ads. Some of them are not. And each one of these results sends people to ah, certain landing page. And this is where ah, the user hopefully gets What? What what they want. So the key word is is the users intention their desire? Uh, the ad is where you promised the users. Hey, I got I have what? What you're looking for and you fulfill your promise to the user on that lining page If you're selling bikes, if you're selling tickets if you have information if you have a registration about something, um, whatever that is, this is where you fulfill your promise to these air, and this is a promise. So the important thing here to keep in mind is that this is, in my opinion, it is like pretty much 80% of the work. If you get this right, you have, you know, you have done a massive amount of work in terms of setting up your account. Um, so this is why I think this is this is very important. Um, think of it as the important thing here is is to is sometimes it might get overwhelming. Once you log into will add words, you'll see a 1,000,000 types of campaigns of different new ads that they created, uh, options site. Ling's location links new stuff, Long adds, Short adds, whatever. The important thing is that this has so far has not changed. Ever since we've had search engines, it's been a key word. A bunch of results and, um, a landing page that, uh, fulfills that desire right now, as as advertisers, Um, I'd like to think of it from from from the other side. When? When? When I'm creating campaigns, I think I start from here and then I go backwards because it doesn't make sense to advertise for trips to Tokyo. If if you don't have trips to Tokyo on your website, you know, if you have Ah, if you have ah sports platform and the top sport in your region is, I don't know, ice hockey, for example, it doesn't make sense to advertise for ice hockey if you don't have that content on your website. Right? So, um, obviously need to look. And if you know, ice hockey is popular and you don't have content about that, you go back to your team and say guys, you know, it's it's I think it's a good idea to have ice hockey on the website. But until then, you know you work with what you have, which is which is the other sports that that, uh, you have or whatever product you that So you know, a zay said we think of it, Uh, this is This is the user flow from left to right. And from here is, um, the advertiser floor, which we, uh the way I usually think about it. And the main ah, guideline that I have in mind is that you should have for each landing page, Uh, you should have one at group, at least. You know, sometimes you might want to have more or even one wanna might wanna put each lining page in a different campaign. That's absolutely fine. But at least one ad group per landing page. And why is that? Because each landing page should fulfill one main objective. It should. It should do something. It should, you know, help you register to a certain ah service. It sells iPhone eight or it you know it has tickets to Concert X or cells. Ah, certain type of shoots. You know, that's that's what that landing page does. And because that landing page does that thing than the bunch of ads that promise that thing should be grouped under one ad group for that landing page, and therefore, the keywords that we have should all express a desire in that one thing that we have here, you might have three keywords or 3000 que words. I don't care. But if if they all express pretty much the same thing, you know, then then you should have these in in one ad group, uh, taking the user to to that certain landing page. Right? And as I mentioned before, now we're gonna We're going to do this for one of the at groups we're gonna take, Uh, remember, we have ah used cars website which we want to generate keywords for, and we're gonna take a random card. Honda todo whatever and see what the process looks like. If once we go to the keyword tool, export the keywords and see how it goes and then we'll see how we can solve this with ah, with python. 3. Doing it the traditional way: So I'm here on mobile Edwards. I just logged in and then we're gonna go to the keyword planner, Go and I've decided to go with Honda because it's a popular car and let's see. So we're gonna say Honda, all locations, English just to make things simple. And Google gives us a bunch of ideas. You have 542. And this this nice feature over here is theater group ideas, which, which is basically the same set of keywords but grouped in, um in different groups based on different topics. So, as you can see here, price civic models, dealership, SUV, each one of these groups is, is a bunch of related keywords. So let's, um, let's download the keywords. Just going to save them here, too. A little drive. Great. Now let me just make this the woods, Okay, so there's a bunch of stats over here on the right. As you can see, uh, many of them are interesting. The this one is very important. The searches every month, but it's not very useful. The two main reasons one is that the ranges is massive. Between 110,000 between 1000 and 10,000. But that doesn't mean that that's not very helpful when you give me such a such a wide range. The other thing is that this exercise is a binary exercise. We're either gonna include the keyword or we're not gonna include it, So it doesn't matter. It doesn't make a difference if if if he were to search for, like, 10 times a month for 10 million times a month, it's still a yes or no exercise. Obviously the ones that are popular, we're gonna we're gonna know about that. We're gonna see them. But for now, it's gonna be a yes or no. Think so. If it would make sense over here, then it's a yes. If it doesn't, just to make things clear, I'm gonna delete these columns. Uh, we're gonna be left with two columns the Edward gonna cured, and I'm just going to say include yes or no. I'm gonna put zero for no and one for yes. Okay, so let's go. So somebody searching for Honda Car Price, that seems like a clear indication of someone trying to buy the car. Otherwise, why would you search for the price price list? Pretty much the same thing. Price. Yes, you. Car price cards and prices. Models and prices, Hunter car models and price. Okay, vehicles price list. Ah, okay. Now that's interesting. When somebody says hard, the car price list 2016. That's probably an older keyword where people were looking for the 2016 models. Now, for us because this is a used cards website, we're not gonna take the latest models, because if someone says 2019 or 2018 they're probably looking for a new cart. Now it Szmyd 2018. So I'm gonna keep this as is. If if I was selling new cars, I would have changed this to 2000 and 19 for example. Ah, and I might even ah at a bunch of additional keywords myself and say Honda car price 2013 14 15 16. If that makes sense in depending on my inventory. OK, continue is price car models with priceless Tonder gets car price. Yes, as long as you say price vehicle price. Okay. New car price lists Carlo. Priceless. That's interesting because they're looking for low prices. All car models. Priceless, Yes. On the card. New model, New model price? Maybe not, because because we're selling used cars. Okay. Prices on Honda cars? Yes. 2016? Yes, because that's that's gonna be used. Lowest price car vehicles and prices on the car on road price? Not sure, but Azzam's use a price range of Honda cars. Ah, price range. Yep. Honda car Image and price. That's interesting. Cheapest car price. Showroom price. Nope show. Uh, most likely. They're looking for a new car because that's where you know, showrooms, but not necessarily. So just just keep a note and you know, we'll say check for showrooms. Ah, so later on, you can you can check for it in your search career reports. For now, You know, I'm just not gonna included list with images. Okay, a model end price. Great. Now we get to the second group, which is Honda Civic. Um, that's not gonna be included for now, because remember, we have a different ad group for Honda on different and add group for Honda Civic. And looking at these, there's nothing to indicate purchase intent or just Honda Civic hatchback type are type B t I nothing for now. Once we do the research for Honda Civic Will will definitely have a different set of keywords. But for now, Ah, no Honda models. Definitely no on the car models. Definitely low models list. No models. 2016 New. Definitely no model. Nope. Now, this this is this is not necessarily the right thing to do for all kinds of websites, because you might have a more aggressive budget. You might have, um, a strategy where you want to target most people. So someone who's looking for models is probably eventually one wanting to buy Mara Honda. Uh, but they're probably not yet ready for it on. That depends on how much of a budget you have, how wide your targeting is in these restrictions, right? So for this case, my client said, You know, we want lead. You want hot lead to on people who want to buy. So let's not include the vague terms of just models automobile models, no current Tana models, top model car, different models, models list car model names. No, maybe 2016 but not necessarily what a list. And so you get the idea. So we've done like around 70 keywords. We've said yes, No, based on whether or not they make sense. And the full list is 544 key words now Ah, we have, I don't know, 100 or maybe 200 different models and model make model combinations. And I'm sure you can imagine how long and tedious this this might become. So next I'm going to show you what the solution is with advert ALS and we're going to use python to generate the keywords. 4. Doing it fast with advertools: So now we're gonna first installed advert ALS, which is very easy. I'm suing you Have Python installed. We just say pip and still and for tools and installs it for it. Well, I already have it, so it looks fine. Uh, now I'm going to start my Jupiter lab, which is the most recent version of the Jupiter notebook. Okay. And we started no notebook. Okay, so the first thing we do is is to import at for tools, but I like to call it a TV for short. So the the main function we're gonna be using for this lesson is called keyword generate. So if you see if you'd say keep Okay. W keyword. Ah, not a complete keyword. Generate. This is the function that we're gonna be using. Now, let me just show you first how it works. I'm gonna create two lists I'm gonna create. The 1st 1 is going to be called Products, and the second list is gonna be called Works. Okay, this is these are empty lists, as you may know, uh, assume my my website just for simplicity. Just so I can so I can show you what dysfunction does to My website has just one product which is called Honda. Okay. And my words are just three words I'm going to say bye. And I'm gonna say price and, uh, let's say secondhand, uh, which means someone is, you know, interested in used car, second hand hunted. So what we what we do here with with keywords generate is we just supply the two lists. We just say keywords generate ah, products and words. And we run the code from here. And here we go. Let me just simplify this a bit and I'm gonna just put 11 match type. For now, I'll explain everything. Ah, in a moment. So again, this this is ah, website that has one product. And I've identified three words that make sense with this product. So what does what does this function? Ah, return. So this is the full table that you can you can upload right now to Edwards. Or maybe being adds if if you're using it Excuse me. So, as you can see here, Honda by Honda Price and Honda Secondhand. So the first thing it does is it groups this product with each one of these words on the by high on the price Honda secondhand. The next thing it does is that it groups every two of these words together together with Honda and creates a different keyword. So here is you can see Honda by and price Honda by secondhand Honda Price second hand. Okay, So again, just just to be clear, this this product is grouped together with each one of these words and these words each every two of them is our group together with the product that we have and this this product becomes the name of an absolute remember, each landing page is gonna have its own ad group. So for the landing page of Honda, we're gonna have an ad group for Honda. And the these keywords are, um, the key words for Hunter. Now, just a quick note, as I might have mentioned before. Although these air very seemingly different keywords like Honda by is different than 100 price. But in reality, what we care about, what we really care about is the intention of the user is that it's a desire of the user. Maybe there's 1/3 keyword that would be Honda Prices 400 price list on the pricing. I don't care. The intention is is pretty much the same. Someone is looking for the price someone is looking to buy second hand. You know? Why would someone look for a second hand Honda unless they want to buy it? Right? Um, some people say secondhand. Some people say Honda used, which is pretty much the same thing for our uses. Because our landing page there's one thing which is cells Honda eso any any word or any phrase that indicates that meaning should be under that. Ah, same ad group with a bunch of ads that expressed that thing. Ah, and leading to that same landing page. Now imagine we had two products. We had Honda and Tuta, right? So let's let's run this function again and you'll see that the exact same thing has been done twice for Honda. You know, we've we've taken a look at this for Toyota. It's the same thing to apply to you at a price to a second hand to you. To buy price, you get the point. There's a different ad group for todo Ah, and they're all an exact match, which, which you can change the campaign name is. Obviously, uh, it's It's one of the options in the function here, and you can change it. And I've just done one match type for this ad group, which, which you can increase. You can say, ah, phrase right, which which does the exact same thing but duplicates every keyword into two eso. Honda by is an exact 100 by is in phrase, right. So we have now to add groups and one campaign Honda and, uh, Toyota. So, um, if you're ready for the full solution, um, let me show you what we can do. So this is Let me just copy them first. To you can see this. This is the list of products that the decline sent us. There's nothing special about it. It's just a copy and paste of all the names of the products that we received from the client BMW, Buick, Chevrolet, etcetera. And you know, you have the different, uh, models of BMW, different models of Chevrolet, and so honest, that is, there's Ah, there's 128 of those. So, uh, these are the ones that we're gonna be selling. So the main work that we are doing is coming up with these words. Right. Um, this is not a full exhaustive list. You can think of other stuff. You might disagree, but But this is This is the bunch of words that I saw that that indicate that someone is looking to buy a car by price second hand used, which is a synonym shop by online dealership and dealer. Also, pretty much the same for sale, lease and for lease. And I think you should You should take care of these because, uh, you know, this might be more of the banking keyword Thanet than a car key word. They want to buy a Honda, but they're looking for the least, so we'll just keep this in mind later on. Pre owned is definitely, like, used and, uh, secondhand and certified. So I'm gonna I'm gonna recreate these two lists. What? You're gonna be called products and words again. And see you have 23 keywords for the previous one once we run this. Uh, okay. We just generated 23,113 different keywords. They don't all show here, but, you know, they're just hidden, but we have them just just not to have an overwhelming view. But the important thing here is that it took us the same amount of time. It is one line of code, right? Uh, and the main thing that we had to do was just, you know, this is trivial. This list was sent to us by the client, or we could get it from the Web site or the database. The main work that we had to do is just come up with this list of words that signify that someone wants to buy a car. You know, once thes two lists are done, we have one line of code. We run it and pretty much done. So if if you're familiar with pandas, this is a data frame. Just, you know, basically a table we can say to see SV means saving to see his feet. I'm gonna call the keywords dot C s V. And this is just one option to not include the index, run this code, refresh here and there we go. We have a full list of, uh, the key words that you can see right here. 23,000 114. You can check them, but since we know how they've been generated. It's pretty much the same thing done all over the different, uh, combinations. Ah, for all the types that the brands, the makes and models. Okay, So I hope you see how much time we're saving with this. And now it's gonna be your turn to do the same thing, and I'll show you what the project is gonna be right now. 5. Project explanation / demo: Okay, So once you follow the link that's in the project, you're going to come to an online version of the notebook that I've Ah, uh, should you, uh, a few minutes ago and you should land on this notebook page, let me just, you know, very quick overview of how this works for people who have have never done python before. If you prefer to download the notebook and run it locally than that, that's absolutely fine. Uh, so very quickly. The notebook is has a bunch of cells. So this is a cell. Once you click, you can edit it. And it's an input cell You can see in here once. Once we once we haven't output coming out of the cell, then we will see an out, uh, self. So these and this is once. Once we write the code and want to run it, we can just click here. Okay, so what you have, you know, here's ah, how to install advert to ALS. This is where you you find, uh, the good hub repository. This isn't an interactive version. And this is this is your assignment. Ah, and the steps are written here. I hope they're clear. So first you have to choose one. Hopefully more of the following options. So we have three options. You have a bank, you have a travel website and you have Ah Riel estate company. And your main job is this, you know, to brainstorm and research at least five words that might be searched for to look for, ah, one of these products. And you know So these are the These are the products. So for banking products, our company or our bank, uh, is trying to sell credit cards, personal loans and home loans only. So your job is to edit this here Inter words here, one by line, right. The other one is a travel website. They sell destinations. There's this is a description here. Ah, once, once you're working on it, these were the three destinations that they have again. Your job is just to edit this this list, the 3rd 1 is a real estate company, and it's in London and they're interested in these four products. And your job again is to think of five or more words that in conjunction with these might make sense as key words right now. The next thing is, once, once you thought about these and you can you can go to the keyword planner tool. You can go to different websites. You can find many ways to to think of words that make sense for someone who's searching for these, uh, products. Next, you need to put these where they belong. So you're gonna delete this and put the key words that you have in mind. Uh, next you're going to run the code, and you're gonna take a screenshot and shared with the team. Now, let me show you how this works. So let me let me delete these now, once, once you're doing enlist, the important thing in a python list is that it starts and ends with, Ah, square brackets. Um, so you each word has to be within parentheses. So one and then comma Ah, to three. Four. Okay. No, you can you can put them next to each other. You can put them one on each line. Doesn't matter. I prefer to put one in in each line just for better readability. And as you've seen in the previous example, we had we had hundreds of words, so it would look really messy if if they were ah oh, on the salmon. But it's it's the same thing. So your job here is to think of five words. Ah, let's say five. Obviously, this is ridiculous, but I don't want to solve it for you. I want you to think about it. So the first thing to do is is run this code. Now when I run this code, I've created two lists. Now one of them is called banking products and the other is called Banking Works. And all you have to do now is run the next cell, which generates the keywords for banking products and banking words. So I've selected the cell, which, as you can see, is highlighted. Now I need to click run and now it created the keywords for me. Ah, 134 combinations, Credit cards, one credit cards to credit cards three again. This is ridiculous. But I want you to do it yourself Now. Once you've done this, what I want you to do is to take a screenshot and the screenshot needs to include ah, the words and the top part of this data frame. So something like this, you know I'm on a Mac. I can I can I can select this part and take a screenshot. And next. Ah, well, you're done with this part. But But the real work starts now, because once you upload this this photo, this the screenshot to the to the project. This is where the real work starts. Because other people are going to comment on your work. You're gonna ask questions. Some people are gonna have different ideas. Something is vague. Ah, and I think this is where the real benefit happens is when you discuss it with other people . Ah, get new ideas and, you know, do it yourself again. So, uh, I hope this is this You found this useful. I really look forward to getting the project so we can think together and see how we can ah , improve. Ah, your list of keywords. And please don't hesitate to ask any questions in the comments. If something is not clear. If you have any suggestions, please share them. And ah, good luck 6. Your turn! :) : So now your time. Because watching someone do something is quite different from you. Get yourself. So I would love to see what I need you come up with and more on tap it. Answer any questions you might have. You look