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PPC Advertising – Choosing Keywords

Posted by Steve | Posted in Pay Per Click Advertising 101 | Posted on 23-08-2011

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Certain keywords or phrases that people type into a search engine lead to hundreds and hundreds of search results that pertain to that specific keyword. Businesses that want to advertise on the net using a PPC campaign have to come up with a plethora of keywords that is associated to the business that they are running; so when potential customers type in these keywords, it will lead them to their business site.

This is pretty much the whole concept that operates behind PPC. This is how a PPC campaign brings in traffic to your site, with the selection of the right keywords that people can search through the net.

Some keywords tend to be more expensive than others, especially popular ones. It is vital to select the right keywords, in order to get your money’s worth. This is why it is important to manage you PPC campaign wisely. Sometimes you are better off opting for the less popular keywords that are not so expensive, especially if you have a limited budget. Some businesses even hire the help of a consultant to manage their PPC campaigns.

Unlike organic listings you can simply pay (if you have the budget and provided you ad isn’t very poo;y designed) to get your keyword ranking in the paid searches on Google.  However, it is not always to your advantage to adopt this strategy. Firstly. you can minimize the cost of each click by properly constructing your adds and by making sure that the ad and the landing page is relevant to the keyword you are targeting.  For example, using the ad copy strategy in earlier posts you should have created and ad which identifies the “pain” experienced by the end user, offered a solution and displayed a “Call to Action”  following this your landing page should be optimized for the target keyword. Take a look at the posts in our SEO from scratch category for some tips on this.

If you get all this right then you will guarantee that the cost per click will be as low as possible. However, a number of other factors will come into play:-

What will the cost per click be?

What will the conversion rate be?

What is the margin per sale?

Take a look at the post entitled PPC – The Commercial Factor for more detail on this.