The primary benefit of paid ads is that you can get higher quality keywords. However, it’s still possible to choose the wrong ones and shoot your business in the foot.
Don’t worry, though. We’ve put together a great guide on how to find the best keywords for your PPC campaign!
As you know, not all search keywords are created equally. If you want to pick the best ones, you must be able to organise keywords into certain categories.
Good categories include generic terms, brand terms, competitor terms, and related terms. The keywords in these categories will have different price points as well as different purposes.
Once you’ve organised keywords, you can determine what fits your particular goals.
Stick to a Goal
Broadly speaking, the goal of any PPC advertising is to get more customers to visit your website. But the most effective terms are paired with even more specific goals.
For instance, some keywords are better for brand awareness. Others are better highlighting a product or even poaching hits from the competition.
The formula really is that simple: to accomplish your PPC goals, you must first know what those goals are.
Bid On Brand
Speaking of poaching, your competitors may try to do the same with your business. Fortunately, the right PPC ads can help to protect against this.
When trying to pick the best keywords, many business owners ignore their own brand terms. However, bidding on these brands can help your business in a number of ways.
First, it helps keep your competition from using those keywords. Second, it helps boost customer conversion. And finally, these search keywords are typically cheap, so you get a lot of value for your money.
The Long-Tail Secret
Picking the right keywords is sometimes more of an art than a science. For instance, there is always the quality vs. quantity debate.
For instance, using broader terms will definitely bring more visitors to your site. But if many of them were actually trying to find something else, you’ve wasted your money and their time.
Consider using long-tail keywords instead. They will attract fewer customers, but the ones you do attract are far likelier to show interest in your product. For maximum effectiveness, tie those keywords to links.
Sometimes, getting the right customers to your site is a matter of negative keywords. This lets you helpfully control your flow of digital traffic.
Your website or business name may have keywords that could confuse users, for instance. A word like “java” may bring in computer programmers just as much as it brings in coffee lovers.
The solution is to add “programming” and another computer lingo to your negative keywords. With the right combo of keywords and negative keywords, you can target your exact demographic.
PPC: The Bottom Line
Now you know more about how to make PPC work. But do you know who can take your marketing to the next level?
At ZipZipe, we specialise in transforming businesses with amazing marketing techniques. Come learn how we can make Google Ads work for you!