PPC Keyword Research – Keyword research is fundamental to almost everything you do online; from seeking information through Google, to blogging, search engine optimization, and online marketing. What makes it so important is the fact that both users and search engine depends on them to find your site.
The beauty of pay-per-click search marketing is that the people offering products and services get a chance to enter into a discourse with potential customers and clients at exactly the right stage in the back-and-forth:
- People are Looking for You – Every day, people are asking questions by typing words into a search box. You the marketer get to jump in and offer them a potential answer. The first step to doing this effectively is to make sure you’re providing the right answers to the right questions.
- You Need to Help Them Find You – To get your ads in front of the right people, you have to determine what it is the people likely to be interested in your offering actually say when they want to talk about the product or service you’re promoting.
Selecting right keywords which matches your content means your site is optimized for showing up in search engine results whenever someone searches for those keywords or phrases. But choosing suitable keywords is an art. It includes figuring out what the people are looking for, so that you can be in the right place, at the right time, with the right content. –
The Google AdWords program is driven by keywords. Users type in a search query and relevant results are returned based on a complex algorithm.
The top and side portions of the results are where the ads are displayed and are only triggered for bidded keywords. You only pay each time the ad is clicked on, allowing you to carefully track the results over time.
One of the biggest misconceptions about advertising on AdWords is that advertisers can bid their way to the top positions.
This is not true.
And it makes sense when you consider that Google aims to deliver the most relevant results in its search engines. And it holds true for the ads.
A user searching for “PPC services in Perth” is looking for something specific. And advertisements that display “SEO Marketing in Perth” are less likely to appeal to that user.
And Google knows this.
The AdWords program actually rewards advertisers with higher position the more relevant their campaigns are. This is done using a variety of metrics including click through rate (CTR), quality score and overall relevance.
Which is why initial keyword research is so important.
Highly relevant ads increase CTR which then result in higher ranking positions and more likely a conversion will take place. But ads which are not relevant to the search are likely to be ignored or be a complete waste of marketing dollars.
Fortunately, Google provides an easy to use tool for keyword research, absolutely invaluable for creating a PPC campaign. Enter a keyword related to your business and it returns results on competition levels, suggestions for related keywords, and global and local monthly traffic figures.
Bidding on every single keyword may seem like a good idea to maximise traffic but doing so will only result in poorly optimised ad groups.
Every keyword has different intentions behind it. Some are more valuable than others.
Buying keywords: The intent behind searches such as “buy Canon cameras” or “dentist in Perth” are clear. The searcher is looking for something specific and wants to make a purchase.
Information keywords: Keyword phrases such as “how to build a website” or “increase business leads online” are examples of information type keywords. The searcher is still in the research phase but could end up making a purchase if those needs are met.
Local keywords: Consumers are increasingly turning to search to find local destinations such as restaurants or certain businesses. AdWords allows advertisers to target specific areas, perfect for local companies that want to attract more business.
Keyword research is essential to identify keywords your target audience is searching for. Even a cleverly crafted ad or well designed landing pages will fail to convert without the proper research.
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Tips For Finalizing Your Keyword List
- Target keyword phrases instead of targeting a single keyword
- Use specific targeted terms within the inner pages of your site rather than homepage.
- There are three criteria’s for picking a keyword that is relevancy, traffic and conversion. Pick the one which satisfies all these criteria’s.
- Use multiple keyword tools instead of relying on a single tool.
- Use keyword research to find out what topics you should write about and what phrases you should use while writing.
Hopefully that gives you enough reasons for you to ensure you carry out keyword research both before running and throughout an AdWords campaign.
Google’s Keyword Planner is one of the most useful tools for keyword research and will help you find out how many people are searching for your keywords and what you can expect to pay per click. The tool will even suggest more keywords that you might not have considered and help you build a strong, targeted campaign.