Keywords/key phrases are very important in a PPC ad campaigns. These are the words for which you want your ad to be displayed. If your selected keywords, match with the search query then the chances of getting a click becomes very high. Bidding is between advertisers for a every keyword. One who wishes to pay higher for that keyword wins the bid. Therefore, PPC keyword research is crucial step in your ad campaign.
Selection of keywords and key phrases is an important step in PPC ad campaign. Suppose you won the bid for a keyword “X” at a heavy price. Whenever the user enters the query “X”, your ad will be displayed. A big problem that may arise in this case is that the audience may find your ads inappropriate for that keyword. This means that they will not click on your ad and your return on investment will be low. So wisely select your keywords for which you will have to pay less money. We provide you a step by step and an easy method to help you find the most appropriate keywords/key phrases at reasonable price. With these, you can perform an effective PPC keyword research.
i. Identify your target audience for your products and services that you are offering. This may take some time, but is very much required for finding appropriate keywords.
ii. Brainstorm with your colleagues and friends to identify as many keywords as possible that relate to your company and its industry.
iii. Rank the keywords found in the above list in order of “most searched words in internet”, with the most searched word in the top and the least one in the bottom. This indicates the level of exposure each ad is likely to gain.
iv. Research about the competition for each keyword which you will be facing in the bidding process.
v. Find high quality, low cost pay per click keywords is the key to success for profitable PPC campaign.
vi. For steps ii, iii and iv, make use of Google Adwords tool.
vii. If you keep your keywords short, you will get more viewers. More people will see your ads, and there are better chances of getting a click. But for shorter keywords, you may have to pay high amount as the competition will also be high.
viii. Targeting your audience with long phrased keywords can be an efficient tactic. Less and more niche audience will see your ad. Also you will get an advantage of less competition.
ix. The text of your ad should contain your keywords.
x. Try to create a mixture of keywords – short, medium and long keywords.
xi. Add campaign tracking to your ad’s URL, with which you can see for which keywords you are getting high click through rate.
So the overall process can be summarized as to choose the keywords that people will be searching for. Choose keywords that will make you more and more visible to web world. Think from your target audiences’ point of view. Just make sure you are bidding on right keywords. Bidding on the wrong keywords will only lead to frustration and wastage of money. But right keywords can provide you rich returns. The most important step according to me, would be researching the amount for each keyword. Some keywords that you wish to get may be very expensive. Therefore always keep your options open. Try to incorporate some niche keywords which will cost you less. Keep a balance of keywords in your bag.
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