Keywords are a huge component for pay-per-click advertising, but it’s easy to get caught up in all of other elements, forgetting how important it is have effective keywords. We’ve come up with a few suggestions on how to select keywords and make them work for your campaign.
Identify Your Audience
Sure, you may have a general audience in mind, but it’s helpful to brainstorm to really nail down who exactly you’re trying to target with your campaign. What are their ages? Where do they live? Where are they performing the search? You may have an ideal consumer in mind, but it could be helpful to give them a name and a persona (I also think this makes it a bit more fun for everyone involved!) Ask your coworkers, friends and family about their search engine behaviors; you may just find you get some insight that will really help you nail down your target audience for a PPC campaign.
Using Keyword Search Tools
I’m sure you’re already doing this, but if not, it’s one of the best things you can do for your PPC. Google AdWords is a great free option, but if you’re looking to get more in-depth, there are a myriad of paid search tools likeSEMRush and Wordtracker that can more than pay for themselves over time.
Let’s say you’ve got a very basic keyword of “daisies.” Type it into your keyword search tool and see what comes up. You might see variations like “daisy flowers,” “daisy chain,” “white daisies,” “gerbera daisies,” “silk daisies,” “gerbera daisy”….the list goes on. These are your “short tail” keyword terms. Choose ones that get lots of traffic! Then plug them on in to maximize your PPC potential.
Don’t Ignore the Longtail
An example of a “long tail” keyword term would be “daisies for mother’s day.” You need longtails because they are directed towards more specific searches people might be doing at certain times of year, or for specific products. They generally have less competition than “short tail” keywords. Poke around and see which ones make sense for your product or company, but make sure you’re using them because they can bring in a lot of traffic from people who are ready to make a purchase.
Another good rule of thumb is to that you should check in with your keyword list every once in awhile, making sure you’re updating it so it can stay relevant. Products and people change over time, so it wouldn’t make any sense to set a bunch of keywords and leave them. Depending on what you’re targeting, it might make sense to check in weekly, monthly, or even less often, but you should definitely be checking in from time to time.
Do you have any tips on for keyword selection? We’d love to hear them.
Image Credit: Flickr user Edgeworks