A successful pay per click campaign largely depends on keyword research. The effort and time you invest into keyword research will bring about long term profits when done well. Because the research involved is complex, many business owners choose to outsource this job to an experienced PPC agency. However, if you want to pursue keyword research on your own, the following tips will help you build a successful keyword inventory.
Dig Deep For Profitable Keywords
Numerous PPC advertisers make the same costly mistake - not digging deep enough to build a profitable keyword inventory, choosing to bid on ineffective general phrases. For example, a website that sells video games and gaming systems will not achieve much success bidding on the generic pay per click phrases of “video games” and “gaming systems.” By digging deeper, they could find more profitable keywords, such as “Nintendo Wii controller,” “Nintendo DS replacement case,” “or other related phrases.
Broad Is Best
Just as important as digging down deep is broadening your PPC keyword inventory. For example, consider words with similar meanings, such as “Nintendo replacement case,” instead of “Nintendo DS replacement case.” By using both phrases, you’ll attract people looking for a Nintendo DS case, whether or not they type in “DS.” Secondly, use descriptive words, such as “beginners,” “custom,” “professional,” and more. Lastly, consider misspellings, such as “Nintendo Wee controller,” to attract even more potential customers.
Consider Breaking News Stories
Always stay on top of breaking news stories within your market. Millions of people flood Google and Yahoo! when a popular news story breaks, looking for information. For example, if a news story breaks saying Tony Hawk has a new video game coming out, video game enthusiasts and Tony Hawk fans will immediately search the Internet for more information. If you’re signed up to sell the new Tony Hawk video game, use targeted keyword PPC phrases in your pay per click campaign, such as “new Tony Hawk game.” Then direct the people who click on your PPC ad straight to your Tony Hawk game landing page, giving information about the new game and a link to buy.
Few pay per click advertisers use this strategy, so if you stay on top of news stories, the field is often wide open for profit.
Follow The Holidays
When it’s Christmas shopping season, sales increase for all retailers, including online retailers. Consider inserting holidays into your keywords to draw in the buyers looking for a holiday deal. For example, “Christmas video game package,” “X-mas gaming sale,” and more.
Profit With “End Of Cycle” Phrases
Many online consumers have done the research necessary and are ready to buy. You can attract these consumers at the exact time they’re ready to whip out their credit card by using the words “purchase” and “buy” in your inventory of keyword phrases. For example, “buy Nintendo Wii controller” or “purchase Nintendo DS case.”
More Than Just Keywords
PPC, or pay per click, marketing involves a lot more than just creating a powerful list of keywords. Landing page creation, bid management, ad copywriting, tracking, and testing are just as crucial. This is one reason why some business owners outsource their PPC campaigns to a pay per click agency. It takes patience, time, and knowledge to build a successful keyword PPC campaign.
Aaron Wittersheim writes informative articles for Whoast, a professional pay per click Chicago based firm. As a Chicago PPC agency, their expertise with keyword research, ad copywriting, and content creation helps their clients boost sales and increase profits.
