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Tuesday, December 2, 2008

Importance of Keyword Selection in a PPC Campaign

Excellent advice from Bruce Clay.

To a large extent, search engine marketing is about choosing keywords for your Web site that will be most effective, and keywords in a PPC campaign are just as important as in an SEO campaign.

What is a keyword?

A keyword is a word or phrase that people (consumers or businesses) would employ to locate information on the products or services or topic that they are interested learning more about or purchasing.

For example: A professional bull rider is interested in purchasing new boots. He turns on his computer and visits his favorite search engine.

In the search box he enters the keyword cowboy boots. In addition, he may also enter men’s cowboy boots, western cowboy boots, or authentic cowboy boots.

Of course, since he is a cowboy, certain brands of boots are important so he might also enter designer cowboy boots, Justin cowboy boots, or Tony Lama cowboy boots.

Finally there are different styles of cowboy boots: round toe cowboy boots, crepe sole cowboy bots, and narrow or point toe cowboy boots.

The core idea behind keyword selection is identifying the words or phrases that are important to your target audience and therefore will be the most effective to use on your Web site.

When search engine visitors click in your PPC ad, they are sent to a page on your Web site. As an advertiser, you are only charged when a visitor clicks on your advertisement to visit your Web site.

Making sure you are bidding on keywords that people will be searching for is critical to the success of a pay advertising campaign.

Up front, it is all about visibility. The more eyeballs that see your ad – if it is relevant to what they want – the better chance you have of making a sale or getting a lead.

Bidding on the wrong keywords will only frustrate you and waste your hard earned money.

Bidding on the right keywords can bring you rich rewards but be warned, you will need to research the cost of bids for keywords because some good keywords can also break you.

Incorporate some niche keywords into your campaign that might not cost you as much. You will also want to balance the keywords that will bring you visitors at the short end of the tail or buying cycle as well as the long end of the buying cycle.

Learn more about how to perform proper PPC keyword research to identify what words are being used in searches today.


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