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PPC: Keyword Selection, Sweat the Details

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Categories: Search Marketing

Posted by on Oct 02 2007

So, you are ready to launch your Google Adwords PPC campaign(s). And then, just when you thought it was such a simple thing to do, you get to the keywords section.

How many keywords do I need? Which keyword variations are best? What if my keywords do not convert? What if the bid rates will cost me too much?

Here are some keyword details to consider for your PPC campaign(s): 
• First, start with a few keywords (25-50) and then gradually expand your number of keywords per campaign. 
• Think of keywords as investment portfolios. With our investment portfolios, some of our chosen options are winners and some are losers. We always need to rebalance our investment portfolios from time to time so that we maintain exposure and achieve business goals. We can view the keywords we use in the same way. 
• Always maintain bids for those keywords that convert (respond to your call to action) and reduce or eliminate bid rates for non-performing keywords. 
• Most of the time, ‘Exact’ and ‘Phrase’ keywords variations produce better results compared to ‘Broad’ variations. 
• Do not micromanage or obsess over every single keyword and/or bids.  Instead, focus on your opportunities and your bottom line. 
• Remove keywords that draw clicks yet produce few conversions. However, do not eliminate keywords that are not directly converting but are providing an assist for a future conversion (a “bulls-eye” keyword). In some industries, visitors will research your products before converting. And, they may convert by going to your website instead of your PPC campaign(s).
 
Keyword management is a very important component of effective pay-per-click advertising.

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