Internet Marketing Digital_marketing_for_dummies | Page 188

Q: What is our ideal customer interested in that’s related to our product or service?
A: Treating sore leg muscles.
Q: What barriers does our ideal customer need to overcome before she buys our
product or service?
A: Finding time to train for a marathon.
Q: What does our ideal customer hope to accomplish with our product or service?
A: Running a marathon.
Q: What information does our ideal customer need to evaluate our product or service
against our competitors’ products or services?
A: Compare the weight of Nike and Adidas marathon running shoes.
Q: What information does our customer need to buy our product or service?
A: The shoe-return policy.
Using keyword research tools
After brainstorming, you move on to your chosen keyword research tool. Dozens of good
keyword research tools are available for purchase, but the free Google AdWords Keyword
Planner ( https://adwords.google.com/KeywordPlanner )meets the needs of most search
marketers. Google provides this free tool to allow advertisers to research the behavior of
searchers who use its search engine. Advertisers use the information provided by this tool
to choose keywords they bid on.
Typing a keyword phrase like “run a marathon” in the Keyword Planner tool (see Figure
8-4) returns several keywords to target:
“running event”
“marathon runner”
“marathon tips”