Analyzing big data sets is a common challenge facing enterprise search advertisers, particularly for those managing campaigns across a massive volume of keywords. For many advertisers, campaigns will have evolved and developed over time, and the keywords they are using will often be the product of years of iteration, testing and optimization.

Management of these campaigns gives rise to several challenges. At this scale, further keyword discovery and expansion can be ineffective using Google Keyword Planner or “human-driven” keyword research methods; additionally, without detailed knowledge of the competitive landscape, managing keyword or bidding strategies is effectively a blind auction in which achieving market growth often requires large, inefficient increases in ad spend.

This paper from Adthena outlines how current analytical techniques, such as comparative Venn diagrams, are limited in refining keyword data and presents a novel methodology for keyword gap analysis through combination and analysis of multiple competitive keyword sets. Visit Digital Marketing Depot to download “Keyword Discovery and Expansion with Competitive Intelligence.”

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