Thinking About Keywords for PPC Ads - Don't Overlook This
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So does this mean that broad, general keywords are a waste of money? Not always. Keep in mind that you only pay when someone clicks on the ad, so you have a little room to experiment. You just might be able to find a creative way to make it work. Parish suggests that those who want to try a broad keyword "offer a lower bid amount, and make sure the ad copy describes how the keyword can be associated with the product." She comes back to the shaving products advertisers to offer some sample text: "Unique Acme Technology Shaves Close & Makes a Great Gift." You have to give the searcher a compelling reason to click on your ad.
Still, by and large, fine tuning your keywords is a very good idea; it will reduce competition and give you more targeted traffic. So don't just sell widgets, sell "green widgets," or "high tech widgets," or "glass widgets," or whatever kind of widget is most likely to attract a click and a conversion...so long as you can show in your ad how your offering is highly relevant to that keyword. That's not going to be easy given how little space you have, but it can be done.
While you're at it, you should remember that "thinking like your customers" means more than just thinking like some random person who wants to buy your products. You need to know where your customer is coming from (in more ways than one) to know how they will look for you. For example, if you're trying to reach customers from a particular region, use that region's terminology in your ad. Depending on the what part of the U.S. you're from, for instance, that gloriously overstuffed sandwich is a "hoagie," a "sub," or a "hero." Get it right, especially if it affects what keyword you use.
What keywords are your competitors using? You can get some idea of this if you put in the keywords related to your product and check what comes up. You could also do a View Source on their web sites to see what kinds of keywords they're using there for ideas.
Think like your customer. Keep it relevant. Remember that your goal is not only traffic but conversions. If you keep these thoughts in mind, they will help you build a successful foundation for your PPC campaign.
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