Choosing Correct Keywords for Pay Per Click (PPC) Advertising
Before setting up any PPC campaign, we need to know exactly what
the objective of the pay per click campaign is. If your website
is selling online or looking to generate leads, choosing the right
selection of keywords will be imperative to making your PPC marketing
efforts a success.
Let us use the travel industry as an example of how to choose
a selection of terms. In Pay
Per Click advertising, there are generally three types of
keywords that are used to cover the online buying cycle. There
are, generic, specific and niche terms.
Generic terms consist of terms such as “Cheap Flights”,
“Cheap Holidays” or even a popular holiday destination
such as “Tenerife”. The good thing with generic terms
is that they will bring you critical mass in the form of large
volumes of traffic but these keywords will generally drive the
lowest conversion rates as they are too broad. If you are on a
modest budget then its best not to use too many generic terms
as you will find that your budget gets exhausted quite quickly.
You may want to only include a handful of terms just to have some
sort or presence on the sponsored listings. Generic keywords such
as those mentioned above form part of the “research stage”
of the online buying cycle when users are just looking for what
is available out on the market without knowing too much about
where to go. It’s really all about what’s going to
‘catch their eye’ so they can move onto the next stage
which would looking at a particular destination.
Below is an example of Ad Text for the term “Cheap Holidays”
for a Google AdWords campaign. Short, sweet and straight to the
point with a strong call to action although most generic terms
do not convert too well
Find Superb Cheap Holiday
Deals – Book Online & Save!
Specific keywords could be terms such as “Cheap holidays
to Spain” or “Cheap Flights to Greece”. Specific
keywords generally consist of phrase based terms. The good thing
with these types of keywords is that a visitor will have an idea
of which holiday destination they are looking to travel to. If
your business offers holidays, flights or accommodation to certain
destinations then using the Google Keyword Selector Tool will
allow you to ascertain relevant keywords and allow you to build
a targeted and relevant inventory of words. Specific terms are
a good way to drive a great deal of traffic as well as a modest
Niche terms often drive the highest level of conversions but
they drive very little volume. Therefore, a good strategy is to
build a comprehensive list of as many niche terms that are targeted
to your service offering as possible. This way you can drive as
many targeted users and improve your overall conversion ratios.
For example, if a visitor knows that they want to book the “Jumeirah
Beach Hotel” in Dubai and this is part of the hotels on
offer, then we should target the search term “Jumeirah Beach
Hotel” and all relevant variations we can think of. As long
as the bid amount and ‘Quality Score’ is sufficient
to keep the Ad on the first page, when a user types in the above
term, our Ad should show up.
An example of niche terms are individual hotel names, specific
location names within cities, venue names etc.
Because niche terms are so highly targeted, they often convert
better. It is safe to assume that the user has carried out some
prior research on the hotel property name for example and is at
the stage where they are ready to make a booking or at least are
a genuine potential customer. One must therefore ensure that at
stage when the user is ready to part with their cash that the
landing page that they click through to is very strong and makes
the whole clck to conversion process as easy as possible.
Hopefully the above information should have given an insight into
how important PPC keyword selection is. Is it imperative that
the right choice of keywords and terms are chosen. This is vital
to the success to the campaign. The right keywords will help drive
sales and leads, the wrong selection will ensure lots of click
wastage and very little conversions.
Good Luck and Happy PPC-ing.