Search Engine Marketing: Invigorate Your Paid Search Efforts With Keyword Expansion

2. Pull from your promotional messages. If a new product or informational topic becomes key to your particular business, new keywords will become available to you, notes Colburn. Say you’ve got a new product offering that will feature heavily in your next catalog or e-mail campaign. What words do you use in your promotions that you’re not using as keywords? “From that point onward it makes sense to create synergies between these messaging efforts and the keyword selection process,” he writes.