Switching gears.

Now that you have a solid screener it's time to start thinking about

finding people who will take it.

We'll call them respondents because they respond to the screener, but not yet

become participants.

A respondent becomes a study participant, when he or

she qualifies and is available to participate.

To find respondents over social media,

it is critical to address your call to the right people.

For example, to find people who meet the criteria for

my imaginary dancing app, it would make sense to look for them where they linger.

In the real world, we would find them in dance schools, clubs, shows, contests and

so on and so forth.

Online we'll find them on Facebook, Twitter, and Google Plus.

They'll hang out in groups and

communities, they'll like, favorite, and plus one popular and important dancers,

schools, academies, top dance groups and related TV shows.

To find these online hubs of interest, you need to learn the language and

jargon of your audience and identify keywords that will help you

find social media groups, communities, and pages of interest to dancing beginners.

A great way to identify relevant keywords is by using Google's keyword planner.

Using this tool may require that you register for a Google AdWords account but

that doesn't cost any money and you won't need to run any ads.

You just want to use it to discover the right keywords.

What I want you to do next is follow my instructions and pause and

play the video to complete them one by one.

I will use my imaginary dancing app as an example.

I want you to use your topic, or our stop and shop case study instead.

Ready? All right.

The first thing you need to do is access Google AdWords.

So, after you sign-in, and if you don't have an account, again this is free.

Sign in, and then you see this screen.

I'm running a campaign so

that might not be what you see if you don't run a campaign.

But you can go to the Tools area and click on that, and

then find the Keyword Planner.

Click on that, there you have it.

You have some options here.

What you need to click on is the first option.

Search for new keyword and add group ideas.

And I'm not even going to explain what that means.

Just, just click that and bear with me.

Now you need to, search for your product category.

So, in my imaginary app for, for

dancing, I would just start typing dance and see what happens.

It clearly shows some options here.

And I'm gonna pick Dance Classes and

Lessons because it's pretty much the category of my app, and I'm going to

ignore that part for now, but if your audience is, you know, more defined,

you can definitely play with targeting criteria here but you don't have to.

And then I, I will click the wonderful button labeled, Get Ideas.

What happens next, Google Keyword Planner shows me,

right here if I scroll down, a list of keywords that

people use to search for websites in the category I just defined.

So, the first thing I'm gonna do, before I'm in it,

I'm even gonna go over the list, is sort it by average monthly searches.

So I have the most popular ones appear on the top of the list.

Alright, so this is what I see now.

So, I'm gonna go over that list, and using my judgment just decide

which keywords I wanna use in social media to find my audience.

So I see here, let's see I'm gonna click that, keywords like ky lottery.

Mm? Not so

sure that's the very thing I'm looking for.

Keep in mind that some, keywords or categories mean different things.

So for example, if I'm using Boston,

Boston could be a city, but it can also be a band, a music band.

So some of the keywords here would reflect things I didn't mean to, to find.

So this is why you need to work with your judgement here and

decide what's working for you and what's not.

So dance obviously but this is pretty, pretty obvious I'm looking for

something more sophisticated here.

Dance moms.

Maybe. Ballet sounds good.

Salsa, yes I can, I can work with that.

Ballroom, line dance, I'm not so sure.

Dance academy, definitely.

Now what you see here,

just as a clarification, is a list of add group ideas, as you can see here.

Any group idea, again, without going in too much detail, unnecessary detail,

has more keywords behind it.

So you can either go to one of the keywords.

Let's say, ballroom.

And see what you have there.

And you have more keywords under that term.

Or, you can just go directly to keyword ideas, this down here, and

go over the list that you get.

So, dance mat typing I have no idea what that is ky lottery, no idea,

dance mom's, maybe.

So find things that you can relate to, that you understand, salsa.

Alvin Ailey, sounds good, Ballerina, maybe.

Things like that.

Each time you find the keyword that you're interested in,

document your list of selected keywords in the worksheet doc, under keywords.

All right. I can show you that here in worksheet.

Go to Keywords, and

just list the keywords you're picking right here instead of this list.

A couple of things to consider.

When selecting keywords, consider social media groups, communities and

pages and the names they'll choose for themselves.

Identifying keywords is relatively easy if you think of it.

Just think of some related words, or synonyms, or

even use a thesaurus to find keywords.

The thing with Google AdWords keyword planner,

is that keywords are offered to you based on Google's search data.

That's powerful validation that the keywords you choose are the right ones.

Now go ahead and use Keyword Planner and list your keywords.