Creative Ways to Use Keyword Groups

Lori Mendel
Lori Mendel Posts: 29 6senser
edited April 2023 in All Discussions

Keyword groups let you organize related keywords by topic — and the possibilities are endless. 

  • You can group Branded and Generic keywords together. 
  • You can group keywords from different product categories together.
  • You can assign keywords to multiple keyword groups.

Here are some ideas to get you started:

  • Your brand/products: see if accounts are researching you or your products
  • Competitors: see if accounts are researching any of your competitors
  • Competitor + its products: manage competitive threats on a competitor-level basis
  • Substitutes for one of your products: manage competitive threats on a product-level basis
  • Partner + its products: identify co-marketing opportunities 
  • Complementary products: know when accounts are researching related solutions commonly purchased in tandem with your solutions (it’s like an inside tip on an upcoming opportunity)
  • An event/moment in time: include variations on the event title + event topics to support event planning and promotion
  • Buyer pain points or key research themes: streamline segment building and quickly spot trending topics on your dashboard and within segments
  • Industry/vertical: group related terms by industry or vertical (super helpful for technical terms)  
  • Multilingual pairings: group English keywords with their non-English keyword equivalents (helps segment builders who aren’t bilingual)

Now let's use them to build segments…

Building an intent-based segment using filters? Consider filtering on a keyword group instead of typing in multiple keywords. Plus, your filter criteria will automatically update as new keywords are added to the group — no manual updates required (you’re welcome).  

Filtering on a keyword that might generate “noise”? Add a segment filter for a related keyword group. Now your segment includes accounts that are researching your desired keyword AND researching at least x number of keywords from the related group. When paired together, the added context should eliminate the noise.

Feeling inspired? Share your ideas for using keyword groups. 

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