Keywords are the main component of the success or failure of every PPCcampaign. Keyword selection drives the targeted consumers to your website. Choosing a keyword is becoming so vital that a market of keyword generators have emerged. To ensure you select the right keywords, here are five tips by Jason Taebeling.
1. Do Your Research
Factors like seasonality, competition, and geographic variance should be analyzed. Seasonality means the correct timing because certain keywords are seasonally specific. For example, camping gear or spring dresses are great keywords for certain season. Even so, do your research and you may find that some keywords can be employed all year round. It is always important to do research on your competition. Use a keyword nortometer to analyzes top sites for a particular keyword, and get the scoop on your competitor’s website with DNScoop. Then, compare your website with theirs with Justsearch comparison to see if a slight change to your keyword to beat out your competitor. Lastly, geographic variance; are you targeting a local area, state, country, or everyone? Google has a feature where they track Google user’s area and provide different SERPs depending on the user’s area.
2. Leverage Match Types to Control Experience and Gain Insight
The other match types can provide insights into what other keywords variation are using. Using a search query report to help find keywords that you may not have thought of could drive additional consumer insights for your business.
3. Don’t Forget About the Customer’s Search Experience Across Devices
Smart phones are a must-have in the cell phone industry. As more people are adding the data plan, there will be a larger number of searches through these devices. Currently, the amount of searches through mobile devices make up roughly 10 to 15 percent of search volume. Through mobile devices, keyword length will be shorter, contain more misspellings, and more local searches than desktop. Do your research and see if your audience is transitioning to mobile devices. If so, consider adding shorter and misspelled keywords.
4. Try New Google Betas
Google has given additional controls to users to search for keywords. User has a choice between broad match, phrase match, and exact match. Broad matches are denoted with no quotes around the keywords, which indicates that the words within the keyword can appear anywhere on a web page or its HTML. Phrase matches are denoted with quotes around the keywords. This will provide a search for a contiguous phrase. Some may confuse phrase match and exact match to be the same, but exact matches, done with brackets around the keywords, are referring to exact letter matching.
5.You’re Never done
Don’t be afraid to pause a keyword when performance is poor. Even if you have done research on the keywords, don’t ignore the current data from the PPC campaigns. Stay on top of trends. Update your website to stay on top of Googlebot’s requirement. The little things can make turn your ROI ratio for your PPC campaign positive.
Helen Leao
