Identifying keywords for your audience

Switching gears. 0:00 Now that you have a solid screener it's time to start thinking about 0:01 finding people who will take it. 0:05 We'll call them respondents because they respond to the screener, but not yet 0:07 become participants. 0:11 A respondent becomes a study participant, when he or 0:13 she qualifies and is available to participate. 0:16 To find respondents over social media, 0:20 it is critical to address your call to the right people. 0:23 For example, to find people who meet the criteria for 0:26 my imaginary dancing app, it would make sense to look for them where they linger. 0:30 In the real world, we would find them in dance schools, clubs, shows, contests and 0:35 so on and so forth. 0:41 Online we'll find them on Facebook, Twitter, and Google Plus. 0:42 They'll hang out in groups and 0:47 communities, they'll like, favorite, and plus one popular and important dancers, 0:48 schools, academies, top dance groups and related TV shows. 0:53 To find these online hubs of interest, you need to learn the language and 0:59 jargon of your audience and identify keywords that will help you 1:03 find social media groups, communities, and pages of interest to dancing beginners. 1:08 A great way to identify relevant keywords is by using Google's keyword planner. 1:14 Using this tool may require that you register for a Google AdWords account but 1:20 that doesn't cost any money and you won't need to run any ads. 1:25 You just want to use it to discover the right keywords. 1:30 What I want you to do next is follow my instructions and pause and 1:35 play the video to complete them one by one. 1:39 I will use my imaginary dancing app as an example. 1:42 I want you to use your topic, or our stop and shop case study instead. 1:46 Ready? All right. 1:51 The first thing you need to do is access Google AdWords. 1:53 So, after you sign-in, and if you don't have an account, again this is free. 1:57 Sign in, and then you see this screen. 2:01 I'm running a campaign so 2:04 that might not be what you see if you don't run a campaign. 2:05 But you can go to the Tools area and click on that, and 2:09 then find the Keyword Planner. 2:14 Click on that, there you have it. 2:17 You have some options here. 2:20 What you need to click on is the first option. 2:22 Search for new keyword and add group ideas. 2:25 And I'm not even going to explain what that means. 2:28 Just, just click that and bear with me. 2:31 Now you need to, search for your product category. 2:35 So, in my imaginary app for, for 2:41 dancing, I would just start typing dance and see what happens. 2:44 It clearly shows some options here. 2:51 And I'm gonna pick Dance Classes and 2:55 Lessons because it's pretty much the category of my app, and I'm going to 2:57 ignore that part for now, but if your audience is, you know, more defined, 3:03 you can definitely play with targeting criteria here but you don't have to. 3:09 And then I, I will click the wonderful button labeled, Get Ideas. 3:14 What happens next, Google Keyword Planner shows me, 3:19 right here if I scroll down, a list of keywords that 3:25 people use to search for websites in the category I just defined. 3:30 So, the first thing I'm gonna do, before I'm in it, 3:36 I'm even gonna go over the list, is sort it by average monthly searches. 3:38 So I have the most popular ones appear on the top of the list. 3:45 Alright, so this is what I see now. 3:50 So, I'm gonna go over that list, and using my judgment just decide 3:53 which keywords I wanna use in social media to find my audience. 3:58 So I see here, let's see I'm gonna click that, keywords like ky lottery. 4:04 Mm? Not so 4:11 sure that's the very thing I'm looking for. 4:12 Keep in mind that some, keywords or categories mean different things. 4:14 So for example, if I'm using Boston, 4:19 Boston could be a city, but it can also be a band, a music band. 4:24 So some of the keywords here would reflect things I didn't mean to, to find. 4:29 So this is why you need to work with your judgement here and 4:35 decide what's working for you and what's not. 4:39 So dance obviously but this is pretty, pretty obvious I'm looking for 4:42 something more sophisticated here. 4:46 Dance moms. 4:48 Maybe. Ballet sounds good. 4:49 Salsa, yes I can, I can work with that. 4:52 Ballroom, line dance, I'm not so sure. 4:57 Dance academy, definitely. 5:00 Now what you see here, 5:02 just as a clarification, is a list of add group ideas, as you can see here. 5:03 Any group idea, again, without going in too much detail, unnecessary detail, 5:09 has more keywords behind it. 5:14 So you can either go to one of the keywords. 5:16 Let's say, ballroom. 5:19 And see what you have there. 5:20 And you have more keywords under that term. 5:22 Or, you can just go directly to keyword ideas, this down here, and 5:26 go over the list that you get. 5:31 So, dance mat typing I have no idea what that is ky lottery, no idea, 5:35 dance mom's, maybe. 5:39 So find things that you can relate to, that you understand, salsa. 5:41 Alvin Ailey, sounds good, Ballerina, maybe. 5:48 Things like that. 5:52 Each time you find the keyword that you're interested in, 5:54 document your list of selected keywords in the worksheet doc, under keywords. 5:57 All right. I can show you that here in worksheet. 6:02 Go to Keywords, and 6:05 just list the keywords you're picking right here instead of this list. 6:08 A couple of things to consider. 6:14 When selecting keywords, consider social media groups, communities and 6:16 pages and the names they'll choose for themselves. 6:20 Identifying keywords is relatively easy if you think of it. 6:24 Just think of some related words, or synonyms, or 6:28 even use a thesaurus to find keywords. 6:31 The thing with Google AdWords keyword planner, 6:34 is that keywords are offered to you based on Google's search data. 6:37 That's powerful validation that the keywords you choose are the right ones. 6:42 Now go ahead and use Keyword Planner and list your keywords. 6:47