The Power of Having The Right Keywords in a PPC Campaign
It all comes down to choosing the right of keywords and phrases. By researching what works best you should come up with quality keywords and phrases that give results. Make a list to start with and consider what will work for you. Start with one of the very popular keywords, “credit”. This word gets typed into search engines every day- maybe even every minute. But if everyone else is using it how can you make it work, too? The best method is to include some related terms that are specific to your business.
Think about how searchers might be interpreting the keyword in question. Someone looking for the word “credit” may be trying to find out how to get a credit report, how to improve their credit, what lenders will offer loans to someone with poor credit, or how to consolidate credit card bills. Once you’ve got a list of concepts that the word might be related to, it’s time to condense them down.
These longer concepts become a series of terms that people search for, all related to your basic keyword. “Credit” becomes “free credit report”, “get better credit”, “bad credit loan” and “consolidate credit cards”. There are lots of other options, and these words are just a little different from the original keyword. You can keep expanding from there.
Stay with what works, it’s always best to keep things simple. But at the same time, experiment if you are not getting good numbers for your campaign. If you are stuck, try adding specific organization names, there are many companies out there associated with “credit”.
Try adding an extension like .com or .org or .net to the end of the search term. You can even try to target specific countries like .au for Australia or .ca for Canada. People still include these in their search sometimes. By including them in your ads, you are increasing your chances of a targeted click and sale.
Some people think that very general words are a winning formula, but it actually works in the opposite way. The competition for these types of words is huge. Try to stay with related terms and rephrased keyword combination. You can turn “free credit report” into “credit report free” while it seems like the same thins each phrase will reach a different audience. Consider what your target market is going to type into their search engine.
A good keyword list is the best way to start out a PPC campaign. Once you get a winning combination of words you are on your way to success.
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Tagged with: google adwords • internet sales • management • Marketing • promotion • strategy
Filed under: Marketing
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