As a small business owner running a paid search campaign on Google AdWords or AdSense, MS AdCenter or others it is critical to set up your accounts in the most strategic way possible. A paid search campaign cannot be effective without ongoing reviews and revisions but you can set your campaigns up for success by doing your homework at the beginning.
Keyword/key phrase selection for paid search campaigns is a key element in driving qualified traffic to your web site. Keep the following 5 points in mind when creating keyword lists for your paid search campaigns.
1) All traffic is not equal
Having 20,000 visits to your site means nothing if your bounce rate is high and your CTR is low. You are looking for qualified traffic – these are visitors get to your site and find relevant information relating to the search term that directed them to your site.
In order to get qualified traffic you must choose the right keywords/ key phrases.
2) Broader key phrases are not always best
They can be highly competitive and can drive unqualified traffic. Strike the right balance between specific and broader key terms. In some instances broad key terms are worth it but for most small business that will not be the case.
3) Brand names or product-related key terms are good
If you are looking to promote specific brand names that you sell then use those names in your keyword list. Note: make sure you are not infringing on TM for brands you carry.
4) Specific keywords/ phrases are great!
The more specific the key phrase the more qualified the traffic will be. The more specific the keyword gets the less traffic it will generate but that can be a good thing. Fewer clicks but higher quality will turn into leads/sales better than massive traffic
Example: If you sell widgets for the banking industry don’t use the term “widgets” – it is too broad. Use terms like “widgets for banking,” “banking widgets,” “custom banking widgets,” etc.
5) Review and Revise
Continually review your keyword performance to make sure you have the right keywords in place. Make revisions as necessary. Managing paid search is part art and part science. Check out my previous post: Search Marketing – Review and Revise.
If you are unsure if a keyword is really benefitting you there are many ways to test this. You can find the information in Google AdWords, MS AdCenter or other paid search engines.
Need help setting up a campaign? Read this post and contact a marketing coach for help. I’m available.