PPC 101

Pay Per Click 101: The Keyword

Diving into Pay per Click (PPC) advertising can be a daunting task for first time users.  The industry has evolved its own culture of references and terminology that can, to be quite honest, leave most newbies shaking their heads. Page rank,CPC,CPM,impressions,spiders, “Bing” this, “Google” that…the list goes on and on.

In our “Pay Per Click 101” series, AskPPCBlog will be shedding light standard PPC terms that users new to paid search are sure to encounter.  Today, we will begin by introducing the staple of paid advertising, the Keyword.

What is a “Keyword”?

A Keyword is a word or group of words that that triggers PPC user’s advertisement when a surfer enters it into a search bar(as found on Google or Bing).  Keywords are normally classified in one of two groups, Short-tail (consisting of 1-3 words) and long tail (3 or more words).

Say, for example, that you were advertising a site selling iPads.  Some short-tail keyword phrases to consider include “buy iPad”, “iPad sale” and “buy iPad 16gb”. Long-tail variants such “best sale price on iPad2” or “iPad2 3G free shipping” and “best sale price on 32gb iPad” are just a few of the countless combinations available.

Why Are They important?

The internet is like a series on never-ending roadways and Keywords are the gateway to your website. With Search being such a huge source of online activity, the right Keywords are the essential factor in driving visitors to your website.

How Do You Choose the Right Keywords?

It is always best to choose keywords that reflect the content of/service offered on your website first. This strategy will result in a higher level of relevance for your visitor which, in turn, increases the likelihood that they will perform your desired action (ie. signup, purchase an item). The larger search engines also rank your advertisements based on quality score, and relevant keywords can result in better positioning and more affordable traffic. Choose wisely.

Always try to appear on keywords that identify your business. This includes bidding on your brand keywords when possible. Even if your site is ranking well organically, it is a good idea to identify core keywords that you want your offer to appear for. This is especially relevant since the majority of search engines now allow advertisers to bid on their competitors keywords.

Keep in mind that it is normally not a good idea to simply bid on high traffic keywords for the sake of receiving traffic to your website. Surfers click on ads with expectation of receiving info tailored to the keyword. If the website does not deliver on that promise, visitors will quickly exit and visit another site that does. This is both of waste of money and opportunity for your business.

Here are some of the top available free tools to help you get started with your keyword research:

Welcome to the wonderful world of keywords! Please feel free to check back in with any questions or comments you might have about them and AskPPCBlog will do our best to help keep you in the know!