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:

   1. Industry Context

      1. What industry?

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

      3. Who are the major competitors in industry?

   2. Opportunity

      1. What is the definition of a good opportunity?

   3. Brand

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

      2. What sets them apart?

         1. Website

         2. Experience

         3. Product

         4. Business Model

         5. Etc

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

2. Keyword Research

   1. 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:

      1. Ahrefs

      2. Spyfu

      3. Google Keyword Planner

      4. Moz

      5. Etc

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

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

   3. The goal is to determine:

      1. How big is the keyword space?

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

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

         2. How expensive are the keywords?

            1. Avg. CPCs

            2. Avg. CPC trends

         3. How competitive are the keywords?

            1. Are the major players buying these keywords?

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

            3. 10% impression share will cost more depending on the competitive landscape

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