Pay-per-click (PPC) campaigns, otherwise known as cost-per-click (CPC), involve an advertiser paying its publisher for the number of user clicks on a specified ad. In order for a PPC offer to be lucrative, the associated keywords must be targeted and effective. Below are a few pointers for choosing the right keywords.
Think Like a Consumer
Advertisers should envision the way their consumer will search for a product or service and ask the following questions when choosing SEO words:
By familiarizing themselves with consumer behavior and imagining the user’s thought process, advertisers will have a better understanding of how their product or service is sought. They can then use that mindset to generate a list of the best keywords.
Avoid Saturated Keywords
Many people choose general terms to broaden their market reach; however, refining SEO can lead to higher sales since the user is directly interested in a specific topic and their likeliness to buy improves. Take for example a company that sells lawn mowers. When selecting keywords, Lawn and Lawn mowers alone would not be a great choice. Instead, they could use the model number or brand name of their top-selling unit such as John Deere Zero-Turn Mower. If they are a smaller company or only operate in certain locals, they can add geo-targeted words such as the zip code, county or city name to a simple phrase like lawns mowers 89169. The more specific the keywords, the higher the chances of reaching a niche market looking specifically for the offered product or service.
Companies have a tendency to choose SEO words and stick with them. Even if the keywords linked to a campaign generate a high click-through rate, changing them occasionally could boost sales. Keeping marketing campaigns and the associated SEO terms fresh and relevant to new trends will increase traffic and possibly recruit new customers. Additionally, running seasonal or expiring offers leaves more room for versatility. Words relevant to the time of year or current promotions linked to the offered product or service will help increase viewership. Being mindful of a consumer’s changing interests is another way to capitalize on their web browsing tendencies.
Use an Integrated Tracking System
This last one is a bit obvious, but absolutely crucial. There are countless tracking databases that provide insight to companies for their ongoing campaigns. They can maximize conversion rates by A/B testing a PPC campaign with different SEO words, finding out which words generate traffic, and using those words to improve sales. Reverse engineering the stats validates assumptions that the advertiser may have previously made about the consumer. While a subscription to such software or online database can be expensive, the ROI is undeniable.
To summarize, advertisers have a lot of options when choosing SEO words. In order to maximize results on a PPC campaign, they simply need to use what they know about their consumers to position their ads effectively. Once they test the campaigns, they can use the results to fine tune their keywords and generate better sales. Keeping campaigns fresh, targeted and relevant is key!