When it comes to being successful using pay per click advertising, your best bet is hiring a PPC marketing agency to set up and monitor your campaigns; the process is simply too technical and too time-consuming for most businesses to see a high return on investment without first investing in PPC ad management. But just because you’ve hired a PPC agency doesn’t mean you need to be totally ignorant of the process, especially when it comes to one of the most vital aspects of keeping pay per click costs low and clicks high: choosing keywords.
Here’s what you should know about keyword research for PPC, even if you’re leaving the details to the experts:
- The Goal Is to Think Like a Consumer, Not a Marketer
You’re relying on searchers to tell the search engine what they want, which means you can’t use the many euphemisms marketers use when trying to sell products or services. Searchers aren’t typing “pre-owned vehicles” into Google for the most part; they’re searching for plain old “used cars.” The PPC marketing agency you hire should be able to show you the comparative search volumes for these kinds of terms so you understand the strategy.
- Some Keywords Aren’t Worth Their Cost
Because Google AdWords uses a bidding process, keywords relevant to very saturated markets can get very expensive. You need to do some calculations in advance to figure out what a click on one of those competitive keywords is worth to you; too many businesses end up losing money because they don’t calculate the dollar value of a lead and limit their advertising spending accordingly.
- Long-Tail Keywords Have Higher Conversions
Long-tail keywords are phrases incorporating one or more shorter keywords, and they’re often phrased as questions. So long-tail versions of the keyword “used cars” would be “where to buy used cars” or “how do I get the most value out of a used car?” These keywords are often less competitive (since they have lower search volumes), but they tend to have high conversion rates because the searcher has been very specific about the results they want to see.
- Most Businesses Need to Localize Keywords
Unless your business is online or has numerous locations, you’ll probably need to specify where, geographically, your ads should and shouldn’t be displayed. If you own a used car dealership in Houston, having people in Vermont clicking on your ads will be costing you money without giving you any return.
- Negative Keywords Can Save You a Lot of Money
Many businesses don’t understand how negative keywords work, and that’s to their detriment. Essentially, you can include a negative keyword on a campaign in order to prevent your ad from being displayed when the word is included in a search. So if you choose the negative keyword “free,” you won’t end up with people seeing and clicking on your ad (costing you money) when they search for “free used cars.”
What else should business owners know about PPC, even if they are working with a PPC marketing agency? Share your thoughts in the comments.