SEM / Paid Search
Keyword Research & Expansion
Intent-Driven Keyword Growth.
Keyword lists built from real search behavior, competitor gaps, and funnel stage - not generic tools dumped into one campaign.
We continuously expand winning query themes while cutting waste through disciplined negative keyword architecture.
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Avg Keyword Coverage
-55%
Irrelevant Query Waste
4.8x
Intent Match Score
200+
Keyword Projects
Why Keyword Strategy Makes or Breaks Paid Search
Common Issues We Fix
- Keyword tools used once at launch, never refreshed
- No separation between informational and transactional intent
- Competitor and brand terms mixed with generic head terms
- Negative keyword lists stale or missing entirely
- Expansion based on volume instead of conversion probability
Our Philosophy
Keywords are intent signals. We map every term to a funnel stage, match type, ad group, and landing page. Expansion follows data: search term reports, auction insights, and CRM lead quality by query theme. Volume without intent is just expensive traffic.
How We Research & Expand Keywords - Technical Details
Research Sources & Intent Mapping
- Search Term Report Mining: Weekly analysis of actual queries triggering ads. Winners promoted to exact match ad groups. Losers added to shared negative lists.
- Competitor Auction Insights: Identify overlap and conquest opportunities without overbidding on low-converting competitor terms.
- Keyword Planner + Third-Party Data: Volume, CPC forecasts, and seasonal trends combined with your conversion data for prioritization.
- Funnel Stage Labels: Every keyword tagged as branded, high-intent, mid-funnel, or research. Budget allocation follows tags.
Negative Architecture & Expansion Rules
- Shared Negative Lists: Account-level lists for jobs, free, DIY, and irrelevant geo modifiers maintained centrally.
- Query Sculpting: Broad match only inside themed ad groups with exhaustive negatives at campaign level.
- N-gram Analysis: Pattern detection across search terms to block waste at scale (e.g., all queries containing cheap or salary).
- Expansion Playbooks: Documented rules for when a search term graduates to its own ad group or campaign.
Our Keyword Research Process
01
Business & ICP Discovery
Understand what you sell, who buys, and what language they use at each decision stage.
02
Seed List & Competitor Analysis
Build initial themes from client input, SERP analysis, and competitor ad copy.
03
Intent Mapping & Structure Design
Assign keywords to campaigns and ad groups with match type rules and landing pages.
04
Negative List Foundation
Launch with comprehensive negatives before broad match goes live.
05
Ongoing Search Term Mining
Weekly reviews with documented promote, negative, or monitor decisions.
06
Quarterly Expansion Sprints
Deep dives into new geos, offers, and query themes based on performance data.
Frequently Asked Questions About Keyword Research
Honest answers about paid search for US businesses.
How is your keyword research different from using Google Keyword Planner alone?
Planner shows volume and forecasts. We combine it with search term data, competitor analysis, CRM lead quality, and intent mapping so keywords connect to campaigns and landing pages - not just a spreadsheet.
How often should keyword lists be updated?
Search term mining weekly. Full expansion sprints quarterly or when launching new offers or geos. Negatives updated continuously as new junk queries appear.
Do you research keywords for both Google and Bing?
Yes. Bing has different volume and demographic patterns. We build Bing-specific additions and negatives where behavior diverges.
How do you handle long-tail vs head terms?
Head terms for awareness and volume where ROI supports it. Long-tail exact match ad groups for high-converting niche queries. Budget weighted toward proven converters.
What role do negative keywords play?
Critical. They prevent budget waste on irrelevant intent. We maintain shared lists and campaign-level sculpting so broad match stays controlled.
Can you find keywords our competitors miss?
Often yes. Mid-funnel problem-aware queries, localized modifiers, and feature-specific terms competitors ignore. Auction insights reveal overlap gaps.
How do you align keywords with landing pages?
Every ad group maps to one primary landing page with message match. No sending all traffic to the homepage.
What is query sculpting?
Using campaign-level negatives to control which queries broad match ad groups can trigger. Forces traffic into the right themed ad group.
Do you use AI or automation for keyword expansion?
Tools accelerate research, but human review assigns intent and structure. Automation handles n-gram negative suggestions we approve.
How do you measure keyword research success?
Lower CPA, higher conversion rate by query theme, reduced wasted spend, and growth in qualified conversion volume from new themes.
What about branded vs non-brand keywords?
Always separated. Branded gets protection campaigns. Non-brand budget tied to new customer acquisition goals.
How do you research keywords for local businesses?
Geo-modified terms, service + city patterns, near me variants, and competitor local conquest terms with location-specific landing pages.
Can you rebuild keyword strategy for an existing account?
Yes. We audit current keywords against search term reality, consolidate duplicates, and restructure without losing historical conversion data.
How long does initial keyword research take?
1 to 2 weeks for most accounts depending on offer complexity and geo scope. Ongoing mining starts immediately after launch.
How do we get started?
Request a free keyword strategy audit. We review your current terms, search terms, and competitors, then deliver a prioritized expansion and cleanup plan.