Keywords are crucial to good search engine optimization (SEO) and a successful pay-per-click (PPC) campaigns. In order to come up with well thought out strategies, it is important to understand what keywords will bring in the most traffic and what programs are out there that can help you determine the best keywords to create the highest conversion rate. At first, identify general, more competitive terms or “fat head” terms. To identify these terms use web analytics and your promotional internal marketing collateral. Once you have indicated your “fat head” terms you can expand the list using Google Adwords Keyword Planner and Bing Ads Intelligence Tool. These tools will help you indicate the “long tail” terms to help round out your keyword list.
Fat Head Terms = high-volume terms (general, broad or most popular search terms). Example: “Resort” or “Doctor”. These terms may bring in a high number of visits, but may not generate as many conversions as would “long tail” terms.
Long Tail Terms = low-volume terms (specific, focused search terms) Example: “San Diego Beachfront Resort.”
Long tail keywords can attract higher quality traffic because because the user is more clear about what they are looking for and further down the conversion funnel. Marketers need to be careful not to make their long tail search terms too detailed because they could run the risk of losing the individuals searching for a less specific search term. For example, if a marketer bids on the search term “Carlsbad California Beach Front Resorts Good for Kids”, they may be missing out on showing up for people searching “Carlsbad Beachfront Resorts”. That’s why it is good to have a mix of both and leverage broad match and exact match bidding strategies. The long tail keywords require research into what specific terms are being used most. You can find these on your own through internet search tools or help from a digital marketing agency or specialist.
Google Adwords Keyword Planner – this tool will provide keywords and ad group ideas, potential performance score for keywords and suggest bids and budgets to use for a campaign.
Bing Ads Intelligence Tool – this tool helps to manage search advertising campaigns and keywords on Bing. It also now provides a free excel add-in for keyword research and performance analysis on Yahoo and Bing.
Google Trends – this is a webpage that shows you how often a particular term has been searched for during a specific time period.
Once keywords are determined, a company or advertiser can build out the PPC campaign. Paid Search (PPC) can be used on all major search engines including Google, Yahoo and Bing, as well as social media channels like Facebook and YouTube. It is one of the best ways to drive immediate traffic to websites. PPC allows an advertiser to set specific budgets and goals and check tracking devices to determine their success.
Watch this video on Keyword Research and visit us next week for tips on PPC Ad Copy and Goal Setting.