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PPC Keyword Research! Key to Successful Internet Marketing?Before we get into the nitty-gritty of keyword research software and PPC keyword research, let us first understand what a keyword is.
A keyword is a word that an Internet surfer will most likely use for a search on a search engine or on a website. This keyword can be a topic of interest or a product or a service. If a keyword is searched many number of times, then it becomes a popular keyword. And, if as an advertiser, you want to employ such a keyword in your ad, then you have to pay a high bid amount for it. Such keywords rank you high in search results. Whether a keyword is high-priced or low-priced, an Internet surfer has to click on your PPC ad's keyword to enter your site. The same principle goes for key phrases.
The success of any PPC (pay per click) campaign primarily depends on the "wording" of the PPC ad. If you do not choose your keywords well, the audience will not choose you - it is that simple. So making a good PPC ad involves the use of effective, enthusiastic, and catchy keywords, which is why keyword popularity search tools are so much in demand.Guide to building a keyword listSure enough, there are many keyword popularity research tools available that can build you a keyword list.
But before you use them you need to strategize first. And here is a small guide that will help you build a nifty keyword list:- Determine your audience profile first. For example, if your product is most likely to be purchased by aggressive yuppies, who believe in showing-off and impulsive buying, then you can tailor your keywords to be aggressive, hard- hitting, macho, and full of manliness. Once you have the grip of your audience-type then finding the right keyword is not hard.
- You really do not need a professional for writing or managing pay per click keywords if you are creative enough. The trick is to define your audience, look up a word and its synonyms in the thesaurus, and then expand the generated words by working on keyword popularity research tools, in order to figure out similar keywords that are being used in PPC campaigns and their popularity.
- Collect data, more data, and then collect more data. Data is a very important tool in building a keyword list. Your web log will show the search engine that directed a visitor to your website. Look up the keywords this visitor used to locate you, and if they are generating enough hits, include them in your keyword list.
- Keep tabs on your competitor's site or his PPC campaign. A little benchmarking never hurt anybody, and besides, it is very helpful too. Do not use your competitor's keywords if you feel you can come up with something better.
- Use keyword research/generating/selecting tools of Yahoo, Google, and other search engines. These tools are good and they are free.
- Download the free keyword generating tools. They might throw up some keywords that both Yahoo and Google forgot about because they were busy generating keywords that have decent bid amounts. You never know! There are many such free tools available on the Internet - just type "keyword generator" in any search engine's search box and check them out. The most popular keyword-generating tool and free keyword research tool (free for 30 keywords) is an online software that goes by the name of Wordtracker.
- By now you should have whipped up a good solid list of keywords. But you are not done yet! You have to sort out and filter these, and select the most appropriate keywords based on (i) their relevance to your product and audience, (ii) their popularity on search engines, and (iii) their past success stories in converting visitors into customers.
- Hold on, we are still not done yet. We can safely say that now you have a keyword list ready with many keywords. Now, split them into groups (say, 3 to 5). Make two or three sets of PPC ads employing keywords from these groups. This technique is called "keyword bucketing". An example would be: one set of keywords can be "awareness keywords", another set can be called "sales-generating keywords". You may want to spend 25% of your PPC budget on the awareness keywords and 75% on sales generating-keywords. So keyword bucketing is important as you can revolve your budgets around different keyword sets.
A keyword list will help you once your campaign hits the Internet. Once you have released a PPC campaign, you have to keep checking if it is working well. If some keywords are not working well then you must replace them with more effective ones, and remember you have plenty of replacements in your keyword list.
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