• Thomas Jennings

How To Keyword Research For Go To Market (GTM) Testing (Step-by-Step)

Here is a step-by-step process for conducting keyword research in paid media in order to support a go to market strategy, for product or services.

  1. Answer these questions first:

  2. Industry Context

  3. What industry?

  4. How big (in yearly revenue) is the industry?

  5. Who are the major competitors in industry?

  6. Opportunity

  7. What is the definition of a good opportunity?

  8. Brand

  9. What is the go to market brand you are advertising for?

  10. What sets them apart?

  11. Website

  12. Experience

  13. Product

  14. Business Model

  15. Etc

  16. Conclusion: Gather all relevant data and inputs you can to inform KW research analysis

  17. Keyword Research

  18. You can use a variety of different sources/tools - the idea is to examine different data sources to see how close each source is to the other:

  19. Ahrefs

  20. Spyfu

  21. Google Keyword Planner

  22. Moz

  23. Etc

  24. Input competitor domains into tools to see what keywords they are bidding on

  25. Back into how much you would have to bid to show up in inventory that will sell your product or service

  26. The goal is to determine:

  27. How big is the keyword space?

  28. How many impressions/searches are available for relevant Keywords

  29. Understand the answer to this questions with/without brand terms

  30. How expensive are the keywords?

  31. Avg. CPCs

  32. Avg. CPC trends

  33. How competitive are the keywords?

  34. Are the major players buying these keywords?

  35. The major consideration here is HOW MUCH IMPRESSION SHARE DO I NEED TO GAIN IN ORDER TO TEST MY KEYWORDS

  36. 10% impression share will cost more depending on the competitive landscape

Need more help? Contact us here or find T.C. on LinkedIn. We'd be happy to help.

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