Pay Per Click Marketing - Choosing The Right Keywords
This is a most effective method of internet marketing. Pay Per Click marketing enables a website to have links placed directly into the results pages of a search engine based upon the users specific search. Your advert will only appear on these pages if they are included in your Pay Per Click campaign and therefore this means you only promote your site on the keywords you have decided are relevant to your business.
"Keywords relevant to your business..." This is one simple statement that is key to the success or failure of the most pay per click campaigns. There are many aspects to running an effective pay per click campaign, however understanding your customers is paramount to make it work.
For example, let's suppose you sell orthapedic beds, now ordinarily in most other forms of marketing (online and offline) you would be happy if your advert could be targeted roughly at the age and type of people who buy your beds, well with pay per click you can do much better - you can target people who have actually searched for "beds" or "orthapedic beds" in the search engine - no matter what age or gender they are - sounds good? well actually no... it can be a big waste of money.
Understanding how your customers think just before buying a bed is much more important than just understanding that advertising on "othapedic beds" will bring you some visitors. The chances are someone who has searched under that term (even though it is pretty niche) is probably still in the "research" phase. OK, so yes, its good that they find your site - but it is better to get them when they are actually ready to buy.
This is where the research comes in....the chances are that the person's average internet journey when buying an orthapedic bed will look something like this:
Search: Othapedic beds
Users Action: read about types of beds, prices, makes, etc.>> User now knows the "type" of bed and price range >>end of browsing session
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Next search: {make} orthapedic bed
Users Action: User still researching but narrowing down on what they really want
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Users Next search: "buy {type or make}" orthapdic bed or "best prices {type or make} orthapdic bed" or "free delivery {type or make} orthapdic bed" or "discounted {type or make} orthapdic bed" or "next day delivery {type or make} orthapdic bed" or "home delivery {type or make} orthapdic bed"
Users Action: user knows what they want and is ready to buy at the best deal for them
A good marketing strategy will look to promote a site on all these "levels" of user action. However becuase some keyword searches are quite far from the "point of purchase" in the user intent then it is important not to go crazy on bid prices. The bulk of marketing money should be spent on the final "buy" style searches as these are the terms that will provide the best conversions.
It is possible to track every search term down to a conversion, but this can be false as it does not always show the users research journey in clarity over a period of time. It is possible to track users internet activity to increase understanding - both services can be provided by us.
The best plan for any initial activity is understand your audience, know what they will think when they buy - know what they will want to look for - it is these terms that should be the focus on the pay per click adverts.
We can help with all aspects of pay per click marketing, please contact us to learn more.
