Choosing
search terms is one of the most important aspects of a pay
per click campaign. The right keywords can make or break any
online advertiser’s campaign. Irrelevant keywords can result
in low conversions and little exposure to the proper online
audience. Therefore advertisers should consider relevancy,
spelling, and length when choosing search terms to assure
target traffic is directed to their site, increasing the
chance of higher sales conversions from their PPC campaign.
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Choosing search terms is one of the most important aspects
of a pay per click campaign. The right keywords can make or
break any online advertiser’s campaign. Irrelevant keywords
can result in low conversions and little exposure to the
proper online audience. Therefore advertisers should
consider relevancy, spelling, and length when choosing
search terms to assure target traffic is directed to their
site, increasing the chance of higher sales conversions from
their PPC campaign.
Initially Choosing
Search Terms
Keywords should accurately
portray the business and the product being marketed. First,
when choosing search terms advertisers should be specific,
while still increasing the span of keywords. There are a few
great ways that this can be accomplished. Advertisers should
initially review their product line. If one is marketing
clothes, include more specific terms that describe your
product line, such as pants or jackets. Another way to
increase the span of keywords is to consider adding plurals
to your list of keywords by submitting keywords like “pants”
and “jackets.” Also, advertisers can add descriptive words
to the main product name. I.e. When submitting the keyword
“jacket” an advertiser could include adjectives to further
describe his product by submitting the keywords sets “boys
jackets” or “leather jackets” or even “size large jackets.”
Second advertisers should
know product trends for their specific online audience.
Trends could include a new names or slang terms for
products. Let’s say that an advertiser was marketing mascara
on the Internet, and a new slang term emerged, naming
mascara as “masc.” The advertisers keywords should then
include the term “masc” because potential customers would
then search the Internet for that term. Slang terms should
not replace traditional words or phrases, but simply be
included as additional search terms. Although trends change
constantly, there are some key facts about target audiences
that remain static for certain products. For example, one
should consider product user patterns for certain
demographic or psychographic groups.
Finally, advertisers should
know their end user. Who is interested in the product or
service being marketed? Sometimes it helps to apply the
right “mood” to search terms. Terms do not have to be the
exact name of the product, but they should still be
connected to the product. For example, if you are
advertising makeup, you could use terms like “beauty tips.”
Because a customer searching for beauty tips, might be
interested in the products that are related to beauty, such
as makeup.
Relevancy Issues
Many common mistakes that
occur when choosing keywords relate to relevancy issues.
For example, many people submit keywords that describe the
individuals that might find a site’s content useful, instead
of choosing keywords that target individuals interested in
purchasing their product. For example, when submitting
keywords for a site like Planetickets.com some might choose
to include the keyword “plane retailer.” True, a plane
retailer might find it interesting to look at the content on
a site that sells tickets for popular airplanes, but he
would not actually be searching to buy the plane tickets. A
much more relevant keyword and site pairing could be site:
Planetickets.com, with a keyword of “plane tickets.” This
can better guarantee that the Internet user is searching to
buy plane tickets.
Search Term Spelling and
Length
Finally when choosing
keywords, advertisers should keep spelling and length in
mind. When considering length, search terms should not
exceed 30-35 characters, which is about four of five words.
As for spelling, consider words that are commonly misspelled
and then leverage off those misspelled words. An example of
a commonly misspelled word is government, which is commonly
spelt as goverment. Therefore someone marketing government
coins could include “goverment coins” in their keyword
list. Other then spellings, advertisers should also
consider product abbreviations when compiling a complete
keyword list.
Researching Search Terms
Many search
advertising firms have research tools, specifically keyword
suggestions tools that are available to advertisers who are
in the process of creating a campaign. Such firms include
Overture and their Bid Suggestion tool, Searchfeed.com with
their Keyword Statistics tool, and another firm who
specialized specializes in campaign optimization is
WordTracker.com. An advertiser can use these tools and
include the suggested terms based on actual visitor searches
into their keyword lists and incorporate them into product
names. Also when researching keywords, advertisers should be
conscious of issues surrounding the use of copyrighted
terms. Being mindful of using copyrighted terms can helps to
avoid sticky legal situations in the future.
Conclusion
Overall, when using search
engine marketing, choose your search terms precisely and
manage your search terms sensibly. Here are some quick tips
for managing your search advertising campaign.
Quick Tips for Choosing
Search Terms
- Relevancy is key
- Know the end user
- Increase the span of
search terms
- Use the tools made
available by your PPC provider
Just remember to keep
things relevant for maximum impact to covert to high sales
leads, because that is the overall goal of any search
marketing campaign!
An article written by Tiffany
Guarnaccia for Searchfeed.com Corporate Communications
