In today’s edition of PPC 101, I’d like to take some time to discuss Keyword relevancy and how it is pivotal to creating a successful campaign. A common misstep among new advertiser is the rationale they use for the keywords they choose. Many believe high volume keywords + high volume traffic = high volume conversions, regardless of the relevancy. This couldn’t be further from the truth! Every marketer’s number one priority is to spend less money than they make, and proper keyword selection is crucial. Here are a few items to keep in mind when making your keyword decisions:
- Keep clicks relevant(a must!)
- Effective choices will result in positive ROI
- Yahoo is likely never a relevant keyword!
- Well thought out keyword groups work best
- Obtaining a high volume of relevant searches = success
- Receives conversions (see above)
- Doubt the relevancy? Ditch the keyword.
- Successful online ads demand strong keywords
Be sure to consider whether your keyword lists accurately reflect the content of your landing page. Are the terms relevant, but maybe too general? If so, make effective use of available match types to minimize the risk to your ad budget.
It is also a great idea to consider the intent of the keywords you add to your campaigns. Long tail keywords expressing an interest to buy/obtain your offering (or a related service) can be great for generating leads!
Let’s say your website offers Car Loans. For many new marketers, the first place they start is the keyword “loan”. The term seems relevant and receives huge search volume…this should be AWESOME, right? Well, no, not so much. They forget to ask the key question: How many types of loans exist? Payday, student, home equity, and so on. You could potentially spends hundreds of dollars before seeing a conversion, if you see one at all.
Your keywords are what stand between the potential customer and your site. If irrelevant keyword(s) are directing surfers to your ad, than you’re going to get irrelevant clicks. Choose your keywords wisely so that you significantly increase your chances of converting.