Finding the right keywords to choose for your
pay-per-click campaign sounds easy, doesn’t it? My site sells hiking
boots I’ll buy the phrase hiking boots or my site focuses on computer
repair I’ll buy the term computer repair.
Well, those are two very popular search terms. You
could be competing for thousands of searches per day. What does that
mean to you? That means those phrases are going to be expensive.
And because these phrases are so broad you may get
visitors to your site but your conversion may not be good. A conversion
is a purchase, click, subscription to your newsletter or some positive
action by your site visitor.
Now let’s say you define it further. And look at
Merrell hiking boots, comfortable hiking boots, computer repair in
Denver, Colorado, or spyware removal as your search terms. These terms
will be cheaper and much more defined.
If your term is hiking boots and someone goes to your
site looking for Nike and you don’t sell it - you’ve just paid for a
wasted click. However, if you buy Merrell hiking boots someone coming
to your site is specifically looking for that brand.
The same holds true for the computer example. If you
offer spyware removal the person who clicks on your PPC campaign link
to spyware removal will get exactly what they are looking for.
