What techniques can you use to identify new search advertising opportunities?

Google's free tools not a bad place to start! Google Keyword Planner, Insights Finder, etc. would also recommend for brands using Google Merchant Center (i.e. leveraging product feeds for commerce, travel, auto, etc.) to explore their research-oriented tools around best selling products in a given category, competitive intelligence, others. Googling, reading blogs, watching YouTube videos on how to properly use the given tools pretty much all you'll need to get started.

1. Use keyword research tools to find new keywords that are relevant to your business and have high search volume. 2. Look at your competitors' search ads to see what keywords they're targeting. 3. Track trends in your industry and social media to identify new topics that people are interested in. 4. Think like your customers and what search terms they would use to find your products or services. 5. Be specific with your keywords and use long-tail keywords whenever possible. Make sure to monitor your campaign performance and make adjustments as needed.

Googles Keyword Planner is a great and free tool to use for standard KW research. Also using some of the free versions of tools like SEM Rush and Keywords Everywhere (Chrome Plug-In) can provide really strong data driven insights into KW search volume in a particular business category, taking the guess work out for marketers.

One tool I love for Keyword research is a chrome plug-in called “Keywords Everywhere” it’s super easy to download and install on your browser and extremely affordable at about $17 a year. It provides some really high level SEO insights into a specific website or keyword search term. What I love the most, is that it curates keyword lists for you based on your search query and even provides you with long-tail keyword lists. It shows you average monthly search volume and CPC’s associated. You can then export those into a simple CSV file and add/subtract before you start a campaign.

There are also some free Google tools for KW research: -Google Trend -Google Suggest -Look at People Also Ask SERPs for a seed KW If your budget allows, try the SEMRush paid version for both SEO & paid KW insights.

Analisar os concorrentes em ferramentas como o Semrush te ajuda a encontrar lacunas de palavras-chave que talvez você não tenha pensado. Para mim, consegui criar dezenas de outros conteúdos só olhando o que funcionava em outros concorrenes. Coisas que eu nem tinha pensado.

I've used SEMRush for years. It's rugged with solid data and seamless integration to GSC, Looker Studio, and Google Ads. Worth trying. :-)

Leveraging RLSA for Efficient Search Advertising. Remarketing Lists for Search Ads (RLSA) is a game-changer in search advertising, allowing more targeted and effective campaigns. Using RLSA, advertisers can display ads to a specific audience, such as website visitors or YouTube channel viewers. This enables the use of popular, high-cost search phrases in a cost-effective manner. This approach allows personalized ad messages for different audience segments. For example, you can target users who visited a product page but didn't purchase, enticing them with tailored offers or customer testimonials. RLSA ensures your ads reach a high-quality audience, maximizing return on investment and enhancing search marketing efficiency.

Performance analysis is all about digging into the numbers - like how many clicks and conversions you're getting or how much you spend per click. This way, you can spot the ads hitting the mark and think about ramping those up. Plus, it helps you catch ads that aren't doing well so you can tweak them or try something different. Essentially, it's about using accurate deal data to smartly guide your next moves, making sure your ads stay fresh and on point with what people are into.

Market research can be expensive and tedious, even getting unreliable data if not deployed correctly. That being said, MR requires thorough planning and execution. Given the pervasiveness of AI, market researchers can leverage those AI tools to get the groundwork done.

To think outside the box and discover new ways your product can be used, here are some of my favorite ideas for finding keywords for unexplored use cases. Use Product Synonyms: By increasing the variations on how you talk about your product, you attract more users, which in turn improves your SEO by giving you more keywords to rank for. Use modifier keywords that refer to use cases, segments, or features. For instance: “alternative,” “for,” “substitute,” etc. Study competitors and see how they are positioning their products. This can give you ideas for new use cases & keywords. Listen to your customers. They might be using your product in ways you haven’t thought of. Customer reviews are great source of new use cases. Good luck! 😊

Search Terms Report in the existing campaigns helps with keyword discovery. If it's not helping much, try expanding using a broader match and you will start discovering new keywords. Search Console helps a lot in keyword discovery. Look at the terms with good impression but no or very few clicks. They are the low-hanging fruits, starting bidding on them in your paid campaigns.