Without The Right Keywords Pay per Click Advertising Won't Work

Keyword research the Heart of PPC advertising

Using good keywords is essential to the success of your pay per click advertising campaign. By conducting good pay per click keyword research you are equipping your marketing strategy with the compass that it needs to navigate the world of ecommerce.

Pay per click research begins with finding keywords that are relevant to your product or service.

Where to Find Keywords

There are several different methods for finding the keywords you need to make your ppc advertising campaign successful. Many pay per click search engines offer free keyword suggestion tools for the product or service you want to offer.

The keyword suggestion tools provide a large quantity of alternative queries to the keyword you enter in the search. For example, Google AdWords provides a keyword suggestion tool with your account.

Be aware that while these tools help provide suggestions for keywords; they are mostly tools that are used by webmasters and advertisers instead of regular searchers. The results can be significantly out of proportion with the real picture of keyword driven marketing on the Internet.

A really good keyword research tool is called Wordtracker. This service offers a free pay per click research tool as well as a paid membership that provides you with unlimited searches and delves deeper into the research.

With Wordtracker you find keywords that are relevant to your product or services and specifically target the research with keyword combinations. Wordtracker will present the results that tell you how many people are typing in the keyword during a 24-hour period as well as the number of competing websites.

Wordtracker also provides you with the URL of the competing websites so you can size up your competition and then pinpoint your target niche.

Get Qualified Traffic

Keep in mind that you will be paying per click for each visitor you receive so you want to get qualified traffic. Try to get inside the mind of your customer and think about what keywords that person would type into the search engine when seeking a specific product or service.

Focusing on your customer’s intentions for searching will help you determine the best keywords that are suitable and relevant to your product.

Broad Matching, Phrase Matching, and Exact Matching

Keyword matching allows the advertiser to define how broad or narrowly they wish to target the audience they are seeking. There are three methods for keyword matching and as a general rule you the more you target your keywords the more likely you are to reach customers that convert to sales.

Broad Matching: Broad matching reaches a larger audience and triggers your ad to appear more frequently. Whenever the user types a keyword in the query related to the broad match keywords, your ad will appear. The problem with this type of keyword matching is that your audience is not specifically targeted and sales conversion may be lower.

Phrase Matching: Keywords that are phrase matched must be typed in the exact sequence that you originally specify. This technique significantly reduces the reach to your audience and the number of times your ad will appear if the phrase is not typed in the exact sequence.

Exact Matching: Exact matching is the most precise form of targeting your keywords because the query must match your chosen keywords exactly without any additional words included.

If you are new to pay per click research you can begin with broad matched keywords to get a feel for how the market is currently performing and then branch out from there. When you feel that you know what keywords are relevant and performing well you can proceed to use exact matching.

Pay per click research will be your compass for your marketing campaign so make sure you learn all of the ins and outs to make the most out of your ppc advertising.

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