Search engine marketing or PPC advertising is an often-ignored element in small business Internet marketing.
When asked, small business owners typically give one of two reasons for not using PPC advertising India: They have already tried it, lost money, and given up on it or they have considered trying it, think they will lose money, and have decided against it.
Despite the fact search engine marketing is easy to use, and simple in concept, the old poker expression “it takes only a minute to learn, but a lifetime to master” could just as easily be applied to SEM.
while organic search results normally receive 75 to 85 percent of all clicks during the critical “high commercial intent” searches – but when consumers are READY TO BUY – searchers actually click on pay-per-click ads 64.6 percent of the time!
Although many factors influence the success or failure of an AdWords campaign, keyword selection is often where the problem begins in many self-managed campaigns.
For example, if you wanted to start an AdWords campaign advertising “Design services” you might come up with an initial list like this one:
- Logo Design
- Creative Design
- Portfolio Design
- Image Editor
Is this a good list? As an initial list to feed into a keyword research tool it would be a good start. However, as a list of keywords for an AdWords campaign, it would lose money. These keywords are much too broad. None of them will be included in the final list of keywords.
Less is More
When selecting keywords for PPC campaigns, the goal is to select keywords that filter your traffic!
As counter-intuitive as it sounds, you want to limit clicks – the clicks that you have to pay for – to the few keywords that are most likely to convert for your goal.
Analyze Your Keywords
The best way to do this is to put yourself in the shoes of the searcher. Ask yourself, “What is this person likely to be looking for? Are they deep in the sales cycle, or are they at the top?”
You’ll filter your keywords dependent on your budget and how aggressive you want to be. Because most small businesses are generally on a tight budget, I always recommend to start on the conservative side. You can grow your keyword list later on.
Look at Context
Ask yourself what the searcher is looking for when entering a phrase such as “Logo Design ” It may be to look for a logo design ,or it may be trying to find out what Logo design is, trying to learn how to design Logo, or simply want to check logo designs.
This term is too broad so eliminate it and all others that are too general.
The term “Image Editor” is often misunderstood and therefore misused. For that reason, remove it from your initial list. You can always add it back in and test later. Phrases mentioning both creative or designs also represent doubt as to what the searcher wants, so eliminate those from the list too.
The more specific you can be, the better.
Research has shown plural searches (i.e. Graphic design company) often represent someone who is not as ready to buy as a singular search phrase (i.e. Design Company), so avoid plural keyword phrases if your goal is to attract people who are ready to buy.
Think about phrases that identify the service plus:
A word indicating “company” (i.e. Design Firm, graphic design agency, logo design company); or
A variation of design, designer, services(i.e. Logo Designer, Logo Design services, graphics designing company). A phrase such as “Photo Editing” may actually refer to a software program so you’ll want to keep that in mind.
The best keyword phrases combine both elements, such as “Web design company,” but these are very expensive.
Once you decide the best phrases, you can go back to the keyword tool and dig deeper to find out about competition and price.
SEM offers many benefits. It gives you the opportunity to quickly appear on or near the top of page one for your targeted search terms, it puts you in front of the buyer when they are ready to buy, and it can be monitored, quickly and easily.
Try and be as specific as possible in your keyword selection and put yourself in the shoes of searchers.
Remember, if you want to make money using AdWords, be more specific when it comes to your keyword selection.
It can be difficult to start a PPC campaign when you want to compare it to ROI right away. Depending on your goals and budget, you’ll need to set appropriate bid limits, along with time restrictions, geographic targets, and more. Determining all of this information, including the cost you pay per click, can take up a lot of time. If you’re too busy to work out an appropriate pay per click cost, consider partnering with a firm that specializes in pay per click rates, campaigns, and results.