Marketing Services Blog


Tips for Selecting Pay-Per-Click Keywords

Google AdWords can be a valuable tool for many companies looking to attract targeted, qualified prospects to their website through a pay-per-click (PPC) advertising campaign.

Unfortunately, it’s not as simple as choosing a few broad keywords that describe your industry, churning out a few quick lines of copy for your ads and pointing all of your links to your home page.

After getting your PPC advertising account set up, the first step to a successful campaign is proper keyword selection. So, how can you find information on the keywords that are going to be the focus of your advertising campaign?

Google, of course!

Google provides a great, free resource to get all of the relevant information on the keywords that will form the basis of your campaign—the Google Keyword Planner. Check out the video below for an overview of how to use the Keyword Planner.

The tool is very easy to jump in and use. Let’s say you’re in the business of selling hooded sweatshirts online. By typing the phrase “hooded sweatshirt” into the Word or Phrase box, you’ll be provided with all of the relevant information on the search term. Here’s what you’ll find:

Chart Example

Competition: This measures, on a relative scale, how many other advertisers are competing for this same keyword. More competition can often mean a higher cost per click (CPC) for your ads.

Avg. Monthly Searches: This defaults to the number of U.S. searches, but you can customize to other geographic regions with the “Locations” option on the page.

Suggested Bid: If you are considering AdWords, the estimated CPC is provided.

Google will not only give you information on your selected keyword, but also information on related keywords. In this case, there are more than 800 keyword ideas for the search term “hooded sweatshirt.”

Reviewing this list and spotting opportunities (the list can be downloaded into Excel to help with sorting) is a key tactic to start your PPC advertising campaign.

For additional information about attracting more qualified leads through PPC advertising, read our e-book, Pay-Per-Click Advertising Tips. For more information, call Bob Goricki at 440-449-6800 or email Bob.

Pay-per-click advertising tips ebook

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