Search Engine Marketing – PPC marketing – Keywords and Phrases That Will Attract Your Target Audience
In order to create a swipe file of potential keywords, you need to get used to going through a quick-step process, which involves evaluating potential keywords and creating a list of keywords and phrases that will attract your target audience. Rather than spending a lot of time trying to rank for overly competitive keyword phrases, it’s always best to try alternative phrases, keywords that are still used by the majority of your customer base, but aren’t so competitive. These are often referred to as ‘long tail keyword phrases’, because they consist of multiple words in one sentence, such as ‘ weight loss system for women’, or ‘golfing guide for newbies’.It all begins by using free tools and resources found online, including keyword evaluation tools such as http://www.Wordtracker.com , http://www.KeyCompete.com, http://www.Compete.com or Google’s Free Keyword Utility.Here is a quick start action plan to exploring potential keywords quickly and easily:
Visit: https://adwords.google.com/select/KeywordToolExternal
What you need to do is enter in a keyword phrase that describes your overall niche market. (If you have a
squeeze page set up offering a free report on ‘Acne Cures”, you would lead off with “Acne Cures” as your
root keyword phrase). When you enter keywords into the Google Keyword tool, you will be able to generate extended listings that
feature various keywords associated to the main keyword that you entered into the search box. Sometimes it takes a bit of time to find a good number of solid keywords that you can use that aren’t so heavily targeted by competitors, but by using Google’s
Keyword tool, you will be able to generate hundreds of potential keywords for each niche market.
In Google Adwords, you are given the option of either creating a Keyword-Targeted campaign as well as a Site-
Targeted Campaign. When you are just starting out with PPC marketing, I recommend choosing only to use keyword-targeted
campaigns and starting off with only a very few keyword groups. It’s not only easier to manage but it will help
you get your feet wet without going in too deep, too quickly. With keyword-based campaigns, you can use broad and
phrase matches, and sometimes figuring out what yields the best results can be difficult.
I personally focus on phrase matching for the majority of my Adwords campaigns, so that specific keywords
entered into the search engines will trigger my ad to appear, rather than with phrase matching, where you
have less control over the keywords that may trigger your ad, and typically cost more since your
advertisements are likely to appear on a more frequent basis. Try to be very specific with the keywords used in each
of your Pay Per Click campaigns, especially if you are new to PPC marketing. You need to create campaigns that are highly targeted
and really communicate with your target prospect, otherwise you’ll end up with a high number of click
throughs and very little sales or leads. Here are the different keyword groups that you can use
with your PPC campaigns:
Exact Match
This is when you use very specific keyword phrases that trigger your ad only when the entire keyword or phrase
is entered into the search engine. For example, if you entered in the term “Parenting Tips”, your ad would appear only when a search engine user enters in “Parenting Tips”, in that exact order. If they entered in simply “Parenting” or “Tips” your ad would not appear.
Exact matching is what we typically want to focus on when we are just learning PPC marketing, because it limits the chances of losing money with worthless clicks. Remember, the more broad your keywords become, the more exposure you’ll receive but the higher the costs will be since you are paying for every single click to your ads. For that reason alone, it’s always best to start off with exact matching, focusing on only a couple of campaigns and gaining experience monitoring results and tweaking your ads before opening the doors to more broader keyword phrases.
Phrase Match
With Phrase match, only when an entire keyword phrase is entered will your ad appear. Just like in exact match, a user must enter in the entire phrase for your advertisements to be visible, however with Phrase matching there is a bit more flexibility involved. Broad Match
With broad match, each time a user enters in any keyword phrase or string that features even one of your keywords, your ad would appear. For example, if you were targeting the keyword phrase “Parenting Tips”, and someone simply entered in “Parenting”, your ads would be triggered to appear.
This is not an option I recommend to new PPC marketers, although it is the default option enabled within your account when you first sign up, so be sure to switch this to either Exact match or Phrase match before creating your campaign.When creating your keyword swipe files, you will want to use only the most targeted phrases possible. A huge mistake that new PPC marketers make is increating massive keyword lists and plugging them into their Adwords accounts, believing that the more keywords targeted, the greater the chance of gaining exposure. In reality, the more keywords assigned to each campaign, the more exposure you will receive however, the higher the cost of your campaign. (remember you are paying for each click you receive whether it converts into a sale or lead) Instead, by focusing on a very strict keyword list, you increase your chances that the clicks you receive will convert into quality visitors and paid customers, and as you become more experienced in PPC marketing, you can simply add additional keywords into each campaign as you go.
Gragg Advertising creates fantastic PPC Marketing, I highly suggest signing up for their Search Engine Marketing and Search Engine Optimization services!
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