Using Keywords [Link].
com
4. Squeeze every bit of value
from pay per click
PPC advertising now makes up a • If a keyword doesn't attract
substantial share of search traffic, it doesn't cost you
marketing spend. Paying for an money.
advert when someone clicks on it
reduces the up-front cost associated • You'll start getting results
with traditional advertising and quickly and can see what
brings a powerful, revenue- works and what doesn't.
generating machine within the
grasp of any size of business. • A keyword that isn't working
can be discarded instantly.
As with organic search, keywords
are at the heart of PPC campaigns So a popular strategy for PPC is to
but the dynamics are different. start with a large number of
Organic search is frequently keywords and test their
perceived as free and while there is performance through the detailed
no payment to the search engine, analytics provided by Google
there is a very definite cost in AdWords for example.
creating the content that must
accompany each keyword if it is to The higher the number of keywords
have any chance of success. you start with, the higher your
Therefore the number of keywords chances of quickly finding the ones
you optimize for is limited by the that are going to bring you the
resources you have to create greatest return on investment.
content around them. And of
course, you will not start to see the Wordtracker is an ideal tool at this
results until many weeks have early stage. The database will allow
elapsed. you to identify hundreds if not
thousands of relevant keywords
The higher the number of On the other hand pay per click is with just a few minute’s work.
keywords you start with, easily controllable and measurable.
the higher your chances Success depends on finding the Many people start their campaigns
of quickly finding the keywords that attract the most with just 30 or 40 keywords but
clickthroughs and the highest according to PPC guru, Perry
ones that are going to
return on investment. Marshall, any site needs a minimum
bring you the greatest
of 200 keywords to start with.
return on investment.
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Of course, the search engines that in the future they will want to
provide their own keyword buy – so would be an ideal target for
suggestion tools, but Wordtracker content optimized around 'digital
allows you to go further. Here are photography' designed to build an
some important ways: opt-in mailing list.
(i) The ability to suggest
related terms and dig into
the long tail of search terms
is a perfect complement to
the search engine's own
tools. Many of your less
savvy competitors may not
use Wordtracker and you
will have access to
information that they do
not have.
(ii) Once you've found
profitable keywords in your
PPC campaign, you can use
Wordtracker to dig deeper
and give you similar
keywords that are also
likely to be profitable.
(iii) For PPC campaigns that are
failing to deliver profits,
running all the keywords
through Wordtracker will
help to uncover where the
real money terms lie.
There is great synergy between PPC
and organic search campaigns. PPC
keywords that get high impressions
but do not convert well may be ideal
candidates for organic optimization.
So someone searching on 'digital
photography' probably does not
want to buy a digital camera
immediately and would be a poor
PPC target. However, it is probable
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