Choosing the right keywords
This is the most important aspect of PPC advertising, since the users
who search for your keywords are the only ones you can appeal to; they
define your target audience. There are three basic factors to choosing
the right keywords:
- Relevancy: the more specific your keywords are to the
product you are selling, the more likely it is that the visitors
will be interested in it, and the higher your conversion rates. On
the other hand, the more specific your keywords, the fewer people
out there will be typing them into a search engine, and the smaller
your target audience. A balance needs to be found to maximise your
conversion rates.
- Volume: The more keywords you have, the more visitors you
will have. Where one carefully chosen keyword might bring in 100
clicks, 500 keywords that average only 1 click will bring in 500
clicks. It costs nothing to include a keyword that nobody searches
for (although they may in the future), but not having a keyword that
users are searching for costs you potential visitors. The most
successful PPC campaigns will have tens of thousands of keywords.
These campaigns have, however, been developed over years, but
several hundred keywords should be a good starting point.
- Actual Usage: It is obviously far better to use keywords
that users actual type than those they don’t. There are several
databases out there that will supply statistics on the actual use of
keywords in search engines and, although it costs money to access
these databases, they are essential tools for a successful campaign.
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