The supplementary and complimentary keyword strategy for search marketing

How do you expand the search marketing (SEO and SEM) keyword list using supplementary and complimentary keyword strategies?

Let’s take an example. You run a marketing dashboard software, which aggregates data from CRM, Marketing automation and offers actionable insights.

Your buyer is a CMO / VP Marketing / CRO

Supplementary keywords strategy:

Position your product as a “value realization” offering for base products (CRM/Marketing Automation).

In the above example

If someone is searching for Dynamics CRM, you can feature your ad

“Get actionable insights from Dynamics CRM”.

You can also build relevant blogs/guides and get ranked in organic results.

Target companies and products, which you integrate with.

Complimentary keywords strategy:

This is a no-brainer. Bid for your competitors

There are two types of competitors

1> Platform competitors

In the above example, you can bid for Qlikview, Tableau, which are generic dashboard platforms.

The messaging can be “A Qlikview for Marketing Insights”

2> Direct competitors

Companies like reportz are marketing dashboarding tools. Bid for keywords for as reportz, reportz alternatives

The messaging can be “Faster dashboarding tool than Reportz”

You can pick Top 3 reasons — how you are different and experiment with one message in each ad.

The supplementary and complimentary keyword strategy has worked wonders for us in past

Why specific campaigns have worked for you in search marketing?