Importance of Keyword Selection in a PPC Campaign
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? 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
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
The core idea behind keyword selection for PPC marketing 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 your pay per click 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 per click marketing
campaign (learn about automatic and manual bidding). 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.