{"id":62654,"date":"2019-03-12T20:47:24","date_gmt":"2019-03-13T03:47:24","guid":{"rendered":"https:\/\/www.bruceclay.com\/jp\/\/?page_id=62654"},"modified":"2019-04-09T10:49:51","modified_gmt":"2019-04-09T17:49:51","slug":"keywords","status":"publish","type":"page","link":"https:\/\/www.bruceclay.com\/jp\/ppc\/keywords\/","title":{"rendered":"Importance of Keyword Selection in a PPC Campaign"},"content":{"rendered":"
\n

To a large extent, search engine marketing is about choosing
\nkeywords for your Web site that will be most effective, and keywords in a
\nPPC advertising campaign are just as important as in an SEO campaign. <\/p>\n

What is a keyword? A keyword is a word or phrase that people
\n(consumers or businesses) would employ to locate information on the
\nproducts or services or topic that they are interested learning more
\nabout or purchasing.<\/p>\n

For example: A professional bull rider is interested in
\npurchasing new boots. He turns on his computer and visits his favorite
\nsearch engine. <\/p>\n

In the search box he enters the keyword cowboy boots. In
\naddition, he may also enter men’s cowboy boots, western cowboy boots, or
\nauthentic cowboy boots. Of course, since he is a cowboy, certain brands
\nof boots are important so he might also enter designer cowboy boots,
\nJustin cowboy boots, or Tony Lama cowboy boots. <\/p>\n

Finally there are different styles of cowboy boots: round toe
\ncowboy boots, crepe sole cowboy bots, and narrow or point toe cowboy
\nboots. <\/p>\n

The core idea behind keyword selection for PPC marketing is
\nidentifying the words or phrases that are important to your target
\naudience and therefore will be the most effective to use on your Web
\nsite. When search engine visitors click your pay per click ad, they are
\nsent to a page on your Web site. As an advertiser, you are only charged
\nwhen a visitor clicks on your advertisement to visit your Web site.<\/p>\n

Making sure you are bidding on keywords that people will be
\nsearching for is critical to the success of a pay per click marketing
\ncampaign. Up front, it is all about visibility. The more eyeballs that
\nsee your ad – if it is relevant to what they want – the better chance
\nyou have of making a sale or getting a lead.<\/p>\n

Bidding on the wrong keywords will only frustrate you and
\nwaste your hard earned money. Bidding on the right keywords can bring
\nyou rich rewards but be warned, you will need to research the cost of
\nbids for keywords because some good keywords can also break you.
\nIncorporate some niche keywords into your campaign that might not cost
\nyou as much. You will also want to balance the keywords that will bring
\nyou visitors at the short end of the tail or buying cycle as well as the
\nlong end of the buying cycle.<\/p>\n

Learn more about how to perform proper PPC keyword research<\/a> to identify what words are being used in searches today. <\/p>\n

Next: Keyword Matching<\/a>  Writing Effective Ads (Creatives) for Your PPC Campaigns<\/a><\/p>\n

 <\/p>\n

Need Help Managing Your Pay Per Click Marketing?<\/strong>
\nLearn more about our Pay Per Click Services<\/a> or
\nRequest a Quote<\/a> for PPC advertising or other search engine marketing services.<\/p>\n","protected":false},"excerpt":{"rendered":"

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 advertising campaign are just as important as in an SEO campaign. What is a keyword? 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