I’ve recently been talking with several clients regarding PPC campaign management and I see that most people don’t put a lot of effort into keyword research. I think there is a false idea out there that keyword research is really only for natural or organic seo(search engine optimization). I think its time to change that. Especially with cost per click rates rising it becomes ever more important that your traffic be the most effectively targeted.
Targeting your PPC campaign is essential if you don’t want to spend a ton of money on your ad campaign while getting little results. When you do it right, PPC (pay per click) can be 0ne of the most effective marketing tools in your business. Google has some keyword tools that are very useful, if they are used! For example, l really like Google Insights for Search as a starting point. You can test a few phrases to get started. Then I like using the Google Adword’s tool to broaden my list as much as possible.
Here comes the important point, you have to narrow it after this! Making sure that keywords are truly relevant for you and your customer. Here are a few questions I like to ask myself:
- What Am I selling? Be specific, maybe it’s a widget, maybe you are selling an email subscription…
- Who will buy this? List out the geographics, demographics and all the details you can think of.
- Why are they buying it? This is KEY! What pain are they trying to solve by buying this…
Take the list you’ve now generated, and pair it down using the answers to these questions. For example, you may be selling a franchise for small business minded people who want to work from home. The Keyword “small business franchise” would be excellent, “franchising your business” would not. Both of these would most likely be in your suggestion list, but the second one really isn’t relevant.
Once you have a good solid list, you can start your adgroups, target your ads etc…
You can contact us at Anduro to help with your Keyword Research and PPC Campaign Management, we love this stuff!
I was on Yahoo and found your blog. Read a few of your other posts. Good work. I am looking forward to reading more from you in the future.
Tom Stanley