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PPC Analyst Knows Best: Picking Keyword Phrases

by Andreea Cojocariu on August 15, 2011

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In my post last week on PPC and budgets, I mentioned that keywords impact your budget in a big way

because you may have to bid higher on some keyword then others.  So let’s go over the importance of keywords and common suggestions PPC analysts may give you for your campaigns.

The biggest challenge in picking the most advantageous keyword for a PPC campaign is finding the balance between a keyword’s competition level and relevance to your product or service. Generally, one or two word phrases (short tail) have higher competition than keywords with three or more words (long tail).  Your PPC analyst will pick long tail keyword phrases because they have less competition.

So why is the competition so fierce for a something as simple as a word? Well, since keywords are literally words that Internet users use to find products or services online, there others out there in your industry vying for the same traffic. One word phrases are easy to think of, so many others may optimize their PPC campaigns for that word.  It’s also very broad and can bring in all sorts of traffic if you’re willing to pay the price.

A PPC analyst will advise that you should be very specific when picking keyword phrases. This same advice is also applicable in SEO.  Common strategies include:

  • Thinking about what need your product or service meets and start a list from there
  • Using brand names
  • Using phrases that include location to geo-target your ad
  • Using sales promotions and discounts combined with a product or service name

Once a general list is compiled, your PPC analyst will conduct detailed keyword research and provide you with their top recommendations. They consider your budget foremost and pick only keyword phrases that will get you the best conversions based on your products and services.  The key is conversions.

The biggest drawback companies face is being stuck in a mindset that one keyword is best even when data proves otherwise. To this, I say experiment. Try the keyword your analyst recommends for a little while. If it’s unsuccessful, then compromise and go with your original choice.  The analyst wants to make you happy, but at the same time, they want to see you succeed as well.

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